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As it turned out, the Edsel was a classic case of the wrong car for the wrong market at the wrong time. The use of software that blocks ads limits our ability to provide you with the journalism you enjoy. Consider turning your Ad Blocker off so that we can continue to provide the world class journalism you have become accustomed to. Convertible In 1958, Ford finally launched their long rumored, new mid-range Edsel, giving them a five marque lineup, comparable to GM.

The flaw in all the research was that by 1957, when Edsel appeared, the bloom was gone from the medium-priced field, and a new boom was starting in the compact field, an area the Edsel research had overlooked completely. The Edsel was named after Henry Ford’s son, no small honor, and it had its own division of the company devoted to its creation.
As TIME reported in 1957 when the car debuted, the company had spent 10 years and $250 million on planning one of its first brand-new cars in decades. The Edsel came in 18 models but, in order to reach its sales goals, it would have to do wildly better than any other car in 1957 was expected to do.

The September day that the car first went on the market, thousands of eager buyers showed up at dealers, but before the year was over monthly sales had fallen by about a third.

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