Edsel

Subject:
'58 Edsel Pacer
Kit Used: AMT 1/25

Review & model by:
Mark Huhtala
Article & Pictures: R. Forys

Editor's Note: While performing the typical research for this article, it became apparent that there was more than one point of interest involved. First, of course, there was Edsel the car, and then there was the man for whom it was named. So to start, we'll tell the Edsel story, and then talk about the man. I also need to thank and give credit to the folks from www.edsel.com who provided this information.

The Edsel Story: Back in 1956, Ford Motor Company realized that there was a void in their selections of mid-size automobiles. While Chevrolet owners could "move up" to a Buick, Pontiac or Oldsmobile and Dodge owners could advance to a Plymouth or Chrysler, Ford buyers were looking at Mercury alone. The perception was that Ford was losing customers to other manufacturers when the time came to trade-up. In order to correct the problem, Ford instituted plans for an entirely new car division, and an entirely new car. The design of the car was to be completely unique - distinguishable from any angle. And the promotional build-up of the car would be like nothing else.

The 1958 Edsel came in two sizes - big and bigger! The "Senior" Series cars were the Citation and Corsair models. They were built on the large Mercury-based frame. The "Junior" series cars were the Rangers, Pacers, and station wagons Bermuda, Villager and Roundup, which were built on the smaller Ford-based frame. One of the most talked about feature was the "teletouch" shifter, which controlled the automatic transmission selection electronically from push buttons in the center of the steering wheel hub. (A series of planetary gears in the column keeps the buttons stationary as the wheel turns.) Many other Edsel-original ideas are still found on today's cars.

The car was referred to as the "E" car (for Experimental) from its inception. The name "Edsel" was bestowed by Special Products Division General Manager Richard Krafve, after reviewing a list of nearly 8,000 suggestions from their advertising firm, Ford employees and even a renowned poet. After a massive promotional campaign, which included multi-page "teaser" ads in major national magazines, some 2.5 million Americans poured into Edsel dealerships on "E-Day", September 4, 1957. But it was quickly apparent that few cars were actually being sold. The public expectation was much higher than the car could live up to, and sales reflected the disappointment.

There was a combination of other factors that led to the name "Edsel" becoming synonymous with "failure" - By the time the first Edsel hit the showroom, the country was in a recession. (For comparison, 1958 DeSoto sales were down 54% from 1957. Buick was down 33%, Mercury 48%, Oldsmobile 18%, Dodge 47%, Pontiac 28%; (probably the worst year since World War II to unveil a new car line!) Car-buying habits had turned toward smaller and more fuel-efficient cars. Edsel's styling was radical, and not broadly appealing. On the assembly line, Edsel was run between Fords or Mercury's, causing the assembler to have to interrupt his routine and sometimes forget to install some parts. The Edsel also suffered from parts that wouldn't fit together correctly. Because of problems with suppliers, many of the early cars arrived at the dealerships with parts missing, and many dealers were poorly equipped to replace the parts or add on accessories. Ford Vice President Robert McNamara offered little support to the Edsel Division. The Edsel was more expensive than other comparable cars, and the price of the loaded, top-of-the-line models that were first on the showroom floor scared many buyers. There was no owner loyalty to count on. And, finally, it had a funny name.

The Edsel Division was in a death spiral. The more cars that failed to sell, the more dealers dropped their Edsel franchise. The more dealers that folded, the more the public was afraid to buy the car. After three model years and just 110,847 Edsels later, Ford Motor Company threw in the towel, and went about trying to forget about the whole ordeal. Today less than 6000 Edsels survive, and each one is a cherished classic. The 1958 Edsel advertising said it best - "Once you've seen it, you'll never forget it. Once you've owned it, you'll never want to change."

Edsel Bryant Ford: During his early childhood, Henry Ford's only son, Edsel Bryant, and his father worked side by side on cars. Later on, Edsel became more fascinated by the shapes of automobiles than by their inner workings. As a teenager, he built several speedsters, mostly T-based. In the late '20's, it was Edsel who guided the styling of the Model A, and gave it the mini-Lincoln look. At the time Henry was too busy straightening out the innards to worry about the A's outlines. Henry didn't care what the car looked like as long as it did what he wanted it to do, and it was painted black! Edsel became the guiding light behind Ford's styling section, and the Lincoln became Edsel's crowning achievement. But he also saw the Zephyr and most other pre-war Fords through their various stages of body design. Edsel was twenty-five years old when he became President of Ford, but the appointment was no more than a cruel hoax. Sly Henry had redesigned the Presidency and was making noises about organizing a rival firm to build a better and cheaper car than the Model "T". Henry had no intention of relinquishing control of the Ford Motor Company, nor did he plan to organize another company. He was simply (very effectively) diluting the value of Ford's stock, preparing to buy out the small minority stockholders and assume total control.

Edsel was being manipulated, and he would be manipulated, harassed, tormented and humiliated all the remaining days of his life. Frustration and suppressed rage started to take it toll. Soon, Edsel fell victim to ulcers. In time, the ulcers led to something far worse. Early in 1942, he underwent abdominal surgery. Ten months later, he was hospitalized again, Edsel's ulcers had become cancerous, and his condition was deemed inoperable. He was sent home to die. It has been said that Edsel did all the essential things that Henry refused to do, and therefore held the company together during several crisis periods in the 1930's. Some of his achievements included persuading his father to replace the Model "T", to mechanize his windshield wipers, to (finally) adopt hydraulic brakes, to engage in some semblance of long range planning and to make peace with organized labor. He was also credited for making Ford Overseas a strong segment in the Ford marketing empire. One has to wonder whether Henry Ford ever comprehended what he had done to his only son. It seems unlikely. Nevertheless, he was grief stricken at Edsel's death. Less than four years later, the old man himself was gone.

The Kit: This kit is a recent re-issue from AMT. It received very high marks in all areas including quality, accuracy, instructions, and overall impression, and is of average difficulty to assemble. The kit features a high level of detail, with separate door handles, hood ornament and antenna. It was built basically out of the box with the exception of the engine. The engine modifications include added spark plug wires, and the distributor cap drilled out to accept them, along with heater hoses and a fuel line. The kit was painted black from a Tamiya spray can, and red using Model Master enamel.

References:
Again, our thanks to the people from Edsel.com for the information used in this article. For more information about Edsels, please see www.edsel.com