May 16, 2007
"The Edsel is coming"
By Stan Dyer
Fifty years ago, in the spring and summer of 1957, Ford Motor Company's battle cry was "The Edsel is coming". In a highly successful ad campaign, Ford launched its new Edsel Division and most of the nation was talking about this new, innovative motor car despite never seeing more of it than its hood ornament. Finally, on September 4, 1957, the first cars were unveiled to the public and the legacy of the Edsel began.
That day in September '57, people arrived at their Edsel dealerships expecting to see the Wizard of Oz, but only found "the man behind the curtain". That was Strike 1 and Lesson 1: If you talk big, you need to show up big, and Edsel did not. The car the people saw did not even come close to the hype, and, in fact, fell short. The nation was in a recession and Edsel chose to offer its most expensive models first. So, with fewer dollars to spend, car buyers faced the choice of buying the relatively expensive Edsel, or everyone else's last year's models discounted for easy sale. The choice was easy, and the Edsel's did not sell. Edsel might have done better, but, after the hype, their cars just looked too much like every other car, and, with the "horse collar" bumper, appeared to some to resemble an "Oldsmobile sucking a lemon", or a "Pontiac pushing a toilet seat". Like sharks attacking a wounded prey, the feeding frenzy was on, and the worst was yet to come.
Edsel had no manufacturing facility, so they relied on Ford to produce their cars. Ford workers resented assembling "someone else's" vehicle and took little pride in their work. That was Strike 2 and Lesson 2: A dedicated and motivated workforce is essential to any operation. Edsel was plagued with shoddy workmanship, and many of the vehicles showed up at the dealer showroom with notes attached to the steering wheel listing the parts not installed. It was up to the dealer to fill in the gaps. With the sharks already attacking, and large wounds oozing the company's lifeblood, they needed someone to patch the wounds quickly, but they did not have anyone.
Some of the innovations on the Edsel were highly advanced for the time. The transmission, for example, was electronic, push-button, and mounted in the center of the steering wheel. Unfortunately, few mechanics knew how to fix it. That was Strike 3 and Lesson 3: If you have a new and innovative product, you had better be prepared to keep it working and Edsel was not. What started out with great excitement and hype, quickly plummeted to embarrassment and ridicule. Even today, it is considered the height of embarrassment to be caught stranded on the side of the road in an Edsel. Despite its innovation, Edsel has become the epitome of failure and its legacy continues even 50 years later.
Depending on your sources, there were either 110, 847 or 118, 287 Edsels produced during three production years beginning in 1957 and ending in 1959. Fewer than 6,000 survive. The last Edsel rolled off assembly lines on November 19, 1959. By the time the 1960 models came out, the "horse collar" was gone and the car was "New, Nifty and Thrifty", but it was too late. With the stigma firmly attached, the Edsel division was doomed despite a small, but loyal following. The Edsel failed to reach sales goals, but it succeeded in motivating the public. The most important lesson of the Edsel is its display of the power of the people.
The Edsel was not and is not a bad car. Rather, it is a perfect example of not only how weak management can doom a corporation, but also how the power of the people, when united in one voice, can influence the world. The next time you feel downtrodden, weak and alone against the world, remember the legacy of the Edsel, remember the lessons learned and remember the power of the people. Unite with like thinking minds and let the world know, "The Edsel is coming". Show up big, bring a dedicated workforce, and be prepared to keep it moving. Happy Birthday Edsel, the people have spoken.