KALE (Tri-Cities) news chooses a revolutionary car with advanced styling and technology

The Edsel debuted on September 4, 1957 (“E-Day”) with 18 models across four series: Citation, Corsair, Pacer, and Ranger, plus station wagons like the Bermuda and Villager. It was marketed as a revolutionary car with advanced styling and technology.

The Edsel was known for its distinctive “horse-collar” vertical grille, which many found polarizing. The unconventional grille was widely criticized, often compared to a toilet seat or worse. Public taste favored sleeker designs.

It featured innovations like the “Teletouch” push-button transmission in the steering wheel hub, self-adjusting brakes, and optional features like air conditioning and power windows. Unfortunately, early Edsels suffered from poor build quality, mechanical problems (e.g., Teletouch malfunctions), and a rushed production schedule.

Ford invested heavily—about $250 million (equivalent to over $2 billion today)—expecting the Edsel to capture a significant share of the growing mid-size car market. It was positioned between Ford’s mainstream models and the upscale Mercury brand. Ford’s massive hype campaign raised expectations the car couldn’t meet. The brand lacked clear identity, confusing consumers about its place in the market.

A recession in 1957-58 reduced demand for mid-priced cars, as buyers gravitated toward cheaper compacts or established luxury brands.

Despite high expectations, the Edsel sold poorly. In 1958, its first full year, only 63,110 units were sold in the U.S., far below the projected 200,000. Over its three-year run (1958–1960), total U.S. sales were about 84,000 units.

By November 1959, Ford announced the Edsel’s termination after the 1960 model year, with only 2,846 units produced for 1960. Total losses were estimated at $350 million.