Ford introduces the Edsel brand on Sept. 4, 1957 -- fittingly called “E Day.”
The Blue Oval had grand plans for the brand, which was named after Edsel Ford, Henry Ford’s son and the father of longtime company chairman and CEO Henry Ford II.
Reportedly, 2.5 million people went to Edsel dealerships on Sept. 4 to check out the car but the hype didn’t translate into sales.
Ford invested about $250 million to establish the Edsel Division. A range of Edsel models including sedans, coupes, wagons and convertibles as well as a dealer network of 1,200 was created.
The Edsel brand was created to compete with DeSoto, Studebaker, Oldsmobile, Dodge, Pontiac and Buick -- brands positioned in the upper middle of the market. Edsel prices ranged from $2,300 for a Ranger sedan to $3,489 for a Citation convertible.