Edsel Model cars - Collection of Scale Models in Stock

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The Secret Name That Almost Replaced Edsel

Receive by email the little-known story of this automobile brand that has left its mark on the industry with its unique destiny.

Did You Know? Anecdotes and Curiosities about our Miniatures

Why is the Edsel brand considered one of the biggest failures in the automotive industry?

Launched by Ford in 1957, the Edsel was supposed to revolutionize the American automotive market. However, its controversial design, particularly its oval grille nicknamed 'horse collar', and its high price led to a resounding commercial failure. The brand was discontinued in 1960 after only three years, costing Ford the equivalent of $2 billion today.

What is special about Edsel's Teletouch transmission system?

Edsel offered a revolutionary automatic transmission system called Teletouch, which incorporated gear selection buttons into the center of the steering wheel. This futuristic system allowed for gear changes with the touch of a thumb, but proved unreliable and confusing for drivers accustomed to traditional levers.

How many Edsel models were produced in total?

During its three-year existence (1958-1960), Ford produced only 118,287 Edsels in total, well below the planned 200,000 units per year. This low production figure explains the rarity and value of authentic Edsel model cars today, which are particularly sought after by collectors.

What was Edsel's advertising slogan and what did it mean?

Edsel's main slogan was 'The car that's truly different.' Ford wanted to position Edsel as a premium brand between Mercury and Lincoln, with technological innovations and a unique design. Ironically, it was precisely this 'difference' that turned off American consumers at the time.

Where did the name 'Edsel' come from and why was this choice criticized?

Edsel takes its name from Edsel Ford, son of founder Henry Ford and father of Henry Ford II. However, the Ford family was initially reluctant to use this name for a car. Market research even suggested other names, but Henry Ford II ultimately imposed his father's name, a decision often cited as one of the marketing blunders of the era.