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Edsel Ranger - the marketing revolution that didn't happen

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Created on October 21, 2014

Text:

Bruno von Rotz

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Bruno von Rotz

39

Archiv

20

Bruno von Rotz

39

Archiv

20

Edsel Ranger (1958) - only the first model year had this distinctive nose

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Edsel Ranger (1958) - technically, the Edsel was based on other models of the Ford Group

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Edsel Ranger (1958) - two meters wide, that was quite something in 1958

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Edsel Ranger (1958) - powerful rear, the width of two meters is clearly visible here

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Edsel Ranger (1958) - a stately automobile over 5.4 meters long

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Edsel Ranger (1958) - the four-door version is over 5.4 meters long, the longer Citation even measures 5.56 meters

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Edsel Ranger (1958) - instead of the full-length front bench seat, there was also a divisible version

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Edsel Ranger (1958) - a tidy dashboard by American standards

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Edsel Ranger (1958) - people talked about a safety steering wheel

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Edsel Ranger (1958) - attractively designed driver's workplace

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Edsel Ranger (1958) - the automatic transmission is controlled by pushbuttons

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Edsel Ranger (1958) - the shape of the radiator grille is repeated in the center of the steering wheel

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Edsel Ranger (1958) - all too quickly the needle often moves in the direction of "E" as in empty

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Edsel Ranger (1958) - Display for ventilation/heating

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Edsel Ranger (1958) - large buttons for greater ease of use, lights for engine monitoring

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Edsel Ranger (1958) - Roller speedometer

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Edsel Ranger (1958) - standard radio

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Edsel Ranger (1958) - lockable glove compartment

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Edsel Ranger (1958) - 5.5 liters and around 300 hp

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Edsel Ranger (1958) - you can see almost nothing of the engine because of the large air collector

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Edsel Ranger (1958) - there were two engines at Edsel - E-400 and E-475

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Edsel Ranger (1958) - not everyone liked the upright shape of the radiator grille

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Edsel Ranger (1958) - the Ranger proudly bears the Edsel "E" on the bow

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Edsel Ranger (1958) - Edsel sign mounted on the radiator as a bearing aid

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Edsel Ranger (1958) - the Edsel sign on the bow

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Edsel Ranger (1958) - the product of marketing considerations

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Edsel Ranger (1958) - Twin front headlights

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Edsel Ranger (1958) - light was provided

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Edsel Ranger (1958) - also a considerable overhang at the front

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Edsel Ranger (1958) - the radiator grille is one of the characteristics of the first Edsel models

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Edsel Ranger (1958) - the "Ranger" version was one of the smaller models in the Edsel product line

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Edsel Ranger (1958) - artistic rear-view mirror

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Edsel Ranger (1958) - and always the Edsel "E" in view

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Edsel Ranger (1958) - long tapered rear end

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Edsel Ranger (1958) - long rear overhang

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Edsel Ranger (1958) - characteristic rear lights

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Edsel Ranger (1958) - beautifully shaped light unit - typical for all Edsel of the first year of manufacture

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Edsel Pacer (1957) - the robustness was demonstrated at the press days with impressive driving demonstrations

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Edsel Citation (1958) - left as a two-door coupé, right as a convertible

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Edsel Corsair 4-Door Hardtop (1958) - presents itself like a Super-Mercury

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Edsel Corsair (1957) - two-door sedan

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Edsel Citation (1958) - as a four-door sedan

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Edsel Pacer (1957) - the more compact version

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Edsel Citation (1957) - in the two-door version

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Edsel Ranger (1958) - as a two-door sedan

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Edsel Citation (1957) - 1958 model at the IAA 1957 in Frankfurt

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Edsel Corsair Skyline (1957) - at a car show

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Edsel Corsair Skyline (1957) - imposing rear end

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Edsel Pacer 4 Door Hardtop (1957) - preferably two-tone

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Edsel Ranger (1957) - with push-button control for the automatic transmission

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Edsel Corsair (1957) - Steering wheel with push-button automatic gearshift, at the IAA Frankfurt 1957

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Edsel Citation (1957) - with the 410 cu engine

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Edsel Ranger (1957) - as a four-door hardtop sedan

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Edsel (1957) - Sales program of the first year of construction 1958

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Edsel (1957) - Advertising illustration "this is the Edsel - never before a car like it"

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Edsel Corsair Sedan Hardtop (1958) - with a less striking face in the second model year

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Edsel Corsair Hard Top (1959) - black copué, four-door, postless, V8, 225 hp, 170 km/h, 17-21 L/100 km/h

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Edsel Ranger (1958) - the pretty two-tone paintwork makes it even more elegant

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Summary

In 1957, Ford launched a new brand for the first time in many years: Edsel. With huge investments and a completely new sales organization, Ford customers were to be given the opportunity to move up into the middle class. 18 models were presented. They were seriously developed, strikingly designed and competitively positioned. But a recession and misjudged buyer preferences caused the relaunch to flop and led to a huge loss for Ford. This report invites you to take a ride in the 1958 Edsel Ranger and explains why the marketing-driven initiative was a failure.

This article contains the following chapters

A big little one or a small big one?
Ten years in the making
Applause for the styling
Not revolutionary, but competitive
Marketing in the driver's seat
Recession and a lack of staying power
Emergency brake until the stop
Further information

Estimated reading time: 6min

Preview (beginning of the article)

Ford's Edsel is considered one of the biggest flops in automotive history. The global corporation invested 250 million American dollars in the 1950s to establish a new car brand, but the venture was stopped after just two years, almost three billion dollars poorer today. However, it was not the car itself that was to blame. When it first appeared, the Edsel Ranger was classified as an American mid-size car, but from a European perspective it was and still is imposing, even though it is essentially the "small" Edsel. A length of 5.41 meters and a width of two meters are still the standard dimensions for an automobile today.

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