This Is The Edsel - 1957 introductory brochure reading - models, features, Ford car automobile auto — RedlineArchive

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This Is The Edsel - 1957 introductory brochure reading - models, features, Ford car automobile auto

1950s 1957youtube

Published in 1957, this brochure announced a brand new car line from Ford--an entirely new line of cars with an entirely new brand, Edsel. Edsel was an immediate and huge success. Or... not. "THIS IS THE EDSEL... never before a car like it. ... newest expression of fine engineering from Ford Motor Company." No time for complete sentences here--the excitement is just too great! "The one car that can look you in the eye and say you never had it like this before." Huh? Never "had it" like this before? Had what? Oh, and this car is a little low to the ground to look me in the eye. Look me in the belt buckle perhaps. To continue: "This is the Edsel and there has never been a car like it. Originality is clearly written in the elegance of its every line--from its bold vertical grille to the sweep of its low, wide flight deck. Flight deck. You sense this originality, too, in Edsel's effortless performance. And you command a new kind of automotive power--effortless, quiet, unsurpassed for flexibility and responsiveness. The Edsel is the result of eleven years of planning and testing. Indeed, no new car has ever come to you with such a proved background--for example, more than 1,250,000 over-the-road test miles alone! Concentrated in the Edsel is more than a half century of manufacturing experience and engineering skill of Ford Motor Company. But to really know how completely its designers have spurned the commonplace, you must drive it. OK, all together now, "spurned." And when you do you will know why Ford Motor Company has proudly named it after Edsel Ford, the son of its founder. In all its fresh new beauty and all its advanced engineering, this is...the Edsel! Never Before So Much That's New. Control Center Instrument Panel--Following aircraft practice, the Edsel instrument panel places instruments, controls, and operating warning lights in three parallel horizontal rows with every unit clearly visible--right within fingertip reach. It provides for integral mounting of optional accessories as well. And here they are: EDSEL CITATION...Convertible...4-door hardtop...2-door hardtop. EDSEL CORSAIR... 2-door hardtop...4-door hardtop. EDSEL PACER... 2-door hardtop...4-door hardtop...convertible...4-door sedan EDSEL RANGER... 2-door sedan...4-door sedan... 2-door hardtop...4-door hardtop And the EDSEL Station Wagons...4-door 9 passenger Bermuda...4-door 9 passenger Villager... 4-door SIX passenger Bermuda...4-door SIX passenger Villager...and the 2-door 6-passenger Roundup.

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About This Footage

The 1957 Edsel brochure footage is a fascinating glimpse into the marketing efforts of one of America's most infamous automotive failures. The Edsel brand, launched by Ford Motor Company as a fourth marque to rival Chrysler and General Motors, was touted as a revolutionary new line of cars that would change the face of the industry.

The language used in this introductory brochure is characteristic of the era's optimistic marketing style, with phrases like "never before a car like it" and "originality is clearly written in the elegance of its every line." The emphasis on innovation and cutting-edge design was meant to convey that the Edsel was not just another car, but an experience unlike any other. However, as we now know, this enthusiasm would prove short-lived.

The brochure's language also reveals a sense of hubris and overconfidence in the Edsel's capabilities. The claim that it has "effortless performance" and is "quiet, unsurpassed for flexibility and responsiveness" seems almost laughable in retrospect, given the car's reputation for being underpowered and unreliable. Furthermore, the use of military-inspired language like "control center instrument panel" and "flight deck" was likely meant to evoke a sense of grandeur and technological superiority.

One of the most interesting aspects of this footage is its candid portrayal of the Edsel's design influences. The brochure proudly proclaims that the car's designers have "spurned the commonplace," implying that they were pushing the boundaries of automotive design. However, upon closer inspection, it becomes clear that the Edsel's styling was heavily influenced by aircraft and military design, with its bold vertical grille and low, wide profile.

The footage also highlights the Ford Motor Company's emphasis on engineering and manufacturing expertise. The claim that the Edsel has a "proven background" of over 1,250,000 test miles is meant to convey a sense of reliability and trustworthiness. However, this boast would ultimately prove hollow, as the Edsel's reputation for mechanical issues and poor build quality would become notorious.

In conclusion, the 1957 Edsel brochure footage provides a fascinating glimpse into the marketing efforts of one of America's most infamous automotive failures. While it may be entertaining to look back on the Edsel's boasts and claims with a knowing eye, it is also a reminder that even the most well-intentioned marketing campaigns can fall flat when the product itself fails to deliver.

The footage is notable not only for its historical significance but also for its candid portrayal of the Edsel's design influences and engineering claims. It serves as a reminder that even in the heyday of American automotive manufacturing, there were still risks and uncertainties involved in launching new brands and models.

Editorial context researched and compiled from verified sources.