The Edsel story is one of the biggest commercial failures in the car business, even by today’s industry standards. In the late ’50s, Ford launched the Edsel, an upscale brand they based on Ford and Mercury models they planned to compete with Oldsmobile and Buick.
But when they officially presented the car in 1959, people were puzzled. After promising sales in the first few months, the interest of buyers simply disappeared, so Ford struggled to sell the Edsel cars. In 1960, after just two years on the market, Ford killed Edsel. So, what was the problem with the Edsel?
Quite simply, it was the hype that was the problem. Ford invested so much money to present the Edsel as a fantastic new car with unrivaled features and power, that people were expecting something special. Instead, they got an upscale Ford with a funny design. So, when the market realized that, the demand disappeared.