In 1956, Ford introduced the Edsel, a new division that was intended to fill the gap between the mid-priced Mercury and the company’s luxury Lincoln division. Before its introduction, there was a great deal of hype over the vehicle. The name was withheld, and the term “E-car” was publicized. From its market research, Ford targeted up-and-coming young professionals. One of the most noticeable Edsel styling elements was the distinctive vertical grille, which proved to be a controversial feature. Ford Motor Company’s cars shared many components to keep costs down, including Ford and Mercury engines. As a result, the public felt that Edsel was not differentiated enough from Ford and Mercury.
Although Edsel broke a sales record for medium-priced cars in its initial year, the automotive market was experiencing a sales downturn. Shocked by the higher new car prices, consumers began turning to the less expensive and more economically imported cars. Some buyers were reluctant to purchase a new car with a new nameplate and instead opted for more familiar brands like Oldsmobile and Buick. Edsel operations were soon combined with Mercury and Lincoln. On November 19, 1959, Ford announced that it was discontinuing the Edsel. In 1960, the vertical grille was replaced by a horizontal design, sales dried up, and the brand faded into oblivion. It cost $250 million to produce the Edsel. The division’s early closure resulted in a $350 million loss for the company. Edsels were produced over a three-year model span, 1958-1960.
This 1959 Edsel Corsair 2-Door Convertible is now part of the Savoy Collection.