Today marks the anniversary of the Edsel's demise, a vehicle launched with the most expensive marketing campaign in history. Seemingly however, the only people excited about the product itself were copywriters. Consumers ignored such advertising hype as "They'll know you've arrived when you drive up in an Edsel," commenting that the car looked like "an Oldsmobile sucking a lemon." I've never seen a lemon-sucking Oldsmobile, however, the puckered look of the front grille does lend the imagination to picture such a sight.
What went wrong with the Edsel's launch? Good question. In fact, it's such a good question that marketing classrooms have used the campaign as a classic case study of what not to do.
It's General Motors' fault, really. During the economic boom of the mid-'50s, GM had four solid lines, ranging from Chevrolet on the low end to the prestigious Cadillac. Desperate to keep up with the competition, Ford Motor Company wanted to place a line above the Ford and below the Mercury, pitting the Edsel against the popular Pontiac in hopes of pushing their top end Lincolns to compete a notch above GM's Oldsmobile. Yeah, it confused me, too.
It seemed as though Edsel designers attempted to reinvent everything Americans loved about cars. They introduced "Teletouch," a pushbutton transmission that took some getting used to, as well as a vertical grille and horizontal tail lamps--exactly opposite of what was popular at the time. Another issue was the Edsel's sticker price, which nearly overlapped the Ford and Mercury lines instead of distinguishing itself from the pack price-wise.
False advertising irritated consumers, too. Or if not blatantly false, at least misleading. Touted to be a "whole new" car, Edsels were given the code name "E Cars" to escalate the secrecy, delivered literally under wraps to dealerships, and kept covered until the great unveiling day. However, potential buyers easily pointed out that in many ways, the car was just a well-dressed Ford. And I'm sure the name Edsel, which has now become a nickname for "marketing flop," didn't help matters.
Some say the post war recession of the late '50s prompted the decision to ax the Edsel, but most analysts blame Ford Motor Company itself. Perhaps the changes were too much. Sometimes tried, true and comfortable just beats out new and improved. One thing I didn't see mentioned in my reading about the Edsel's failure was our country's whole "pull yourself up by your own bootstraps" mentality. Americans don't like to be pushed into decisions.