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General Motors could keep Chevrolet owners in their fold by offering a path of advancement to Pontiac, Oldsmobile, Buick and Cadillac, while the Plymouth owner could move up to Dodge, De Soto, Chrysler and Imperial. But Ford buyers were looking at Mercury, Lincoln and Continental. The perception was that Ford was losing customers to other manufacturers when the time came to trade-up. They needed a new car line between Ford and Mercury to compete on a level playing field. 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. They were built on the large Mercury-based frame. 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. See the page for more about the man for whom the car was named. 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. For comparison, 1958 DeSoto sales were down 54% from 1957. Buick was down 33%, Mercury 48%, Oldsmobile 18%, Dodge 47%, Pontiac 28%.. Car-buying habits had turned toward smaller and more fuel efficient cars. Edsel's styling was radical, and not to everyone's liking. 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. 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. Once you've owned it, you'll never want to change. Brown, Jr Just before starting work on the Edsel, Mr. This plant made the fewest Edsels. Approximately 223 2-door and 450 4-door Citations built. The last Los Angeles Edsel was produced on November 21, 1957. Approximately 712 2-door, 1,435 4-door and 286 convertible Citations built. Surviving Mahwah Edsels are quite rare, mainly because they were sold on the eastern seaboard and were victims of salt and harsh winters. This mechanism has been used i
