The Ford Edsel was marketed as the “car of the future” when it launched in 1957. Ford created the Edsel brand to occupy a new position between Ford and Mercury in its corporate lineup.
Ford invested heavily in the Edsel’s development and offered several models with advanced features for the period, including a transmission selector placed in the steering-wheel hub on some versions. The brand name honored Edsel Ford, Henry Ford’s son and a former president of Ford Motor Company.
Sales were far below expectations. The launch coincided with an economic downturn, and the Edsel faced strong competition from established Ford, Mercury, and other American models. Its styling, especially the distinctive vertical grille, also became a frequent subject of criticism.
Ford discontinued the Edsel after the 1960 model year. The failed launch later became a classic example of ambitious product planning that did not match market conditions.