Photo Gallery «Edsel Ranger - the marketing revolution that didn't happen»
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.
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