09/04/2026
September 4, 1957 — Ford introduces the Edsel.
Few automobiles in American history arrived with as much hype as the Edsel.
For months, Ford teased the public with mysterious advertisements showing covered cars and tantalizing glimpses of the new automobile. The name itself was kept under wraps, and Ford even referred to the project simply as the “E Car.” By the time September 4 arrived, anticipation was enormous.
Ford called it “E-Day.”
The Edsel was more than just a new Ford model. It was an entirely new division of Ford Motor Company, designed to fill what Ford believed was a gap in the market between Ford and Mercury. It was named in honor of Edsel B. Ford, Henry Ford's son.
And Ford packed it with interesting features.
The Edsel offered a new Teletouch transmission control, with push buttons located in the center of the steering wheel. It had a distinctive vertical grille, a floating-drum speedometer, powerful V8 engines, and a wide variety of body styles. For 1958, buyers could choose from the Ranger, Pacer, Corsair and Citation series, along with several station wagons.
But the Edsel quickly became one of the most famous commercial failures in automotive history.
Ford had created such enormous expectations that the reality had a tough act to follow. The styling was controversial, the pricing didn't always fit the market segment Ford had intended, and the Edsel arrived just as the American automobile market was heading into a recession. Sales fell dramatically short of Ford's expectations.
Yet here's the part we sometimes forget:
The Edsel wasn't a bad car.
It was packed with engineering, styling and marketing ideas that were genuinely innovative for its time. Its failure was less about one terrible automobile and more about timing, marketing, pricing, changing consumer tastes and expectations that had been pushed almost impossibly high.
Ford eventually discontinued the Edsel after the 1960 model year.
Today, however, the Edsel has become one of the most recognizable—and collectible—automobiles of the 1950s.
Sometimes the cars that don't succeed become the ones we remember the longest.
Happy E-Day!