Free Press Flashback: In 1957, Ford Motor’s new Edsel model was filled with promise

Ford Motor Co.’s Edsel remains one of the biggest flops in corporate history. But no one knew that in late summer 1957, when the company introduced its new model with animated hoopla that included extensive advertising and a TV special. After dreadful consumer reaction and disastrous sales, Ford discontinued the Edsel in 1960. The following two stories are edited samples of Free Press coverage of the Edsel’s unveiling, offering a look at the state of vehicle technology and the options automakers offered car buyers at the time.

A handsome and hard-punching newcomer will officially join the Ford family of automobiles Tuesday.

The Edsel, packing 300-plus horsepower in either of two engines, is expected to deliver some telling blows in Ford's fight to capture an even larger share of the market in 1958.

It will be in the showrooms across the nation Wednesday, Sept. 4. Prices will be announced at that time. They are expected to range from about $2,500 to $4,200 ($27,000-$46,000 adjusted for inflation in 2023), plus state and local taxes and optional equipment.

Details of the Edsel, named in memory of Henry Ford's son, who died in 1943, were revealed by the Ford Motor Co. on Monday. The Edsel stemmed from an idea to bolster Ford in the medium-price field and grew into a quarter-billion-dollar effort.

The car's debut will take place Tuesday in Dearborn before a critical audience of 250 news, magazine, radio and TV representatives, who have been told to expect a lot.

Here are some of the items on which Ford will depend to sell at least 200,000 Edsels in its first model year:

• Two of the industry’s most powerful V-8 engines — a 303-horsepower, 361-cubic-inch displacement unit for the lowest-priced Ranger and next-in-line Pacer series, and a 345-horsepower, 410-cubic-inch giant for the No. 2 Corsair and the top Citation series.

• A push-button transmission with "Teletouch" controls at the top of the steering column. The controls remain stationary as the steering wheel turns. The system cannot be shifted into reverse or park at more than 3 miles an hour. It can be placed in park position even though the key is removed, but then the park button can't be released until the ignition key is used.

• Self-adjusting brakes, which automatically compensate for lining wear. The division says no adjustments are needed during the life of the brake lining. The brakes adjust themselves when the driver applies them while the car moves in reverse.

• A single-dial control on the instrument panel which performs all heater-defroster-ventilator adjustments with the aid of a motor, eliminating hand operation of levers, knobs and air vent doors. This feature is standard with the purchase of a heater. The same control governs the air conditioner, available as an option.

• Dual headlamps, safety-rim wheels, and four-barrel carburetion are standard on all models.

The Edsel also has a floating drum-type speedometer and a number of new instrument panel devices, such as tachometer and lights which tell when you're low on fuel or a rear door is open. Some of these are optional.

The long-talked-of styling of the Edsel's 18 models features a vertical shield-shaped outline in front of the radiator, with an inner chrome "impact grille." This is flanked by horizontal grille sections which contain wraparound turn signals.The rear quarter panels feature a concave, semi-elliptical panel, which carries through to the rear of the car. Horizontal taillights are wing-shaped and follow the contour of the sculptured luggage "flight-deck" compartment lid.

Interiors feature new fabrics and patterns that blend with the 19 solid-color and 31 two-tone exterior paint combinations available.

Front seats are divided into one third for the driver and two thirds for passengers.

Convertibles are available in the Pacer and Citation. There are also a two-door, six-passenger station wagon and two other wagons: One a six-passenger; the other a nine-passenger.

More Ford Motor history: Lee Iacocca and Henry Ford II were a match made in hell

Henry Ford II talks about the Edsel’s namesake, his father

Henry Ford II paid tender tribute to his father in a brief talk at the introduction of the Edsel automobile in Dearborn Tuesday.

The 250 press and radio-TV representatives gathered in the Ford Styling Rotunda had heard how the Edsel came into being.

"I'd like to change the tempo a bit," said the Ford Motor Co. president, "and talk for a few minutes about the man for whom our new cars are named my father, Edsel Ford."

Henry Ford will be observing his 40th birthday when the Edsel appears in dealer showrooms Sept. 4. Edsel Ford died in 1943.

“I would say that my father, more than any other person, set the stage for the new and revitalized Ford Motor Co. that has emerged since World War II. "His ideas and his principles are woven into the fabric of the company.

"My father served for 24 years as president of the Ford Motor Co., longer than any other person. His influence on the ultimate course of the company was certainly fundamental."

Ford spoke of the current emphasis on styling and said his father "brought stylists into the company and kept them plugging away at his ideas." He said an organization plan devised by Edsel Ford in 1919 resembles in many ways the present Ford organization.

"It would be difficult," said Ford, "for me to visualize the Ford Motor Co. of today if there had not been an Edsel Ford. The introduction of the new Edsel line of cars has a very personal significance for our family because it is a tribute to my father. We think it is a tribute richly deserved."

Ford's talk followed detailing of the Edsel automobile by other Ford executives, including Ernest Breech, board chairman; Richard Krafve, vice president and Edsel Division general manager; and George Walker, vice president and director of styling.

This article originally appeared on Detroit Free Press: Ford's new Edsel model in 1957 was filled with promise before flop