EDSEL
americanad
Contrary to the two other competing groups, FORD
had only three brands. Based on this fact it was decided to add the forth one
: EDSEL. A media wide advertising campaign without preceding was carried out,
a poll was realised to target well the consumer demand. Unfortunately for the
brand, the release coincided with the automobile crisis of 1958, the results
were mediocre, to far from the optimistic forecasts.
Another problem came from the original design, with the headlights which weren't
liked by everybody. Moreover it didn't bring anything really new in the saturated
market, the bodies and mechanical parts came either from Ford or from Mercury.
The brand remains in the industry as a memorable failure which could be fatal
to Ford but obviously no conclusion will be held on the reliability of polls
.
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