Advertisement Edsel 1958
The Edsel was neither worse, nor much better, than other American cars of its time. The brand’s failure is attributed to a number of factors, but as an armchair historian, I blame three things: a shocking and terrifying launch, difficult marketing understand and hope in vain, the second point concerning advertising found here.
Favorite car commercial: 1958 Edsel
There was, of course, the recession of 1958, which was an external factor that couldn’t be ignored. But the economy is only part of Edsel’s problem.
For the launch, Edsel went from nothing to a large, fully developed car brand in almost no time. A little perspective: It took Tesla more than a decade to sell half a million cars annually in the US. Ford executives planned the Edsel to improve those sales in its first year of launch. This happened when the total new car market was only a third of what it is today.
Too big
The brand launched with 18 models in four trim levels available in 90 color combinations and a variety of body styles advertised — roughly as many as available for Ford and Chevrolet — from a new company. established without a clear brand identity. Edsel’s launch was not only a logistical nightmare, but the massive rollout was overwhelming for consumers. Which brings us to my second point…
Dead Brand Madness! 10 Classic Edsel Ads
Too confusing
Advertisement Edsel 1958
What is Edsel? We know that Ford intended for the Edsel brand to compete with Pontiac and Dodge, both mid-range brands that were very popular during the 1950s. Ford’s Mercury brand, positioned close to Lincoln’s brand name. manufacturer than with the Ford division, which is out of reach for mainstream shoppers looking for something more than a Ford or Chevy, but still reasonably priced.
Finally, the Edsel launch ad focused more on positioning the product in terms of price versus “low cost three” (Ford, Chevy, Plymouth.) There is a problem with this message. First, it confuses and wastes good ad copy for a rather ugly aspect of the car. And, second, the Edsel lineup is a bit more expensive than the public expected, with some models priced more like the Mercury offering than the Pontiac or Dodge.
Taboo at the time, calling out competitors – Dodge, Pontiac – and comparing them directly would probably help position the Edsel better in the eyes of consumers. Instead, too much advertising focuses on price. But, about this ad…
Happy talk doesn’t shake metal
Advertisement Edsel 1958
Too Ugly (Fantastic Hope)
I believe this is Edsel’s first national print advertisement; it first appeared in August 1957. It was a teaser, and said very little, but promised something special. It shows that Edsel will be beautiful. According to an anonymous trucker quoted in the ad, “Dude, I want one of these.”
In the end, the public was less excited about the Edsel’s styling than our trucker friend. The general reaction to the 1958 Edsel look ranged from “meh,” to ugly, with only a handful of critics and would-be buyers genuinely excited about the design.
In short, this ad summarizes Edsel’s outrageous arrogance. A brand that came out of nowhere and is expected to be almost as big as a Ford or Chevy in its first year of launch. Why do I like this ad? I like it because as long as those cars stay covered, the Edsel can be anything. Instead, it becomes a metaphor, challenged only by “Titanic,” as shorthand for failure.
You know the rest of the story. The short-lived brand lasted only three years before shutting down. Sadly, there’s no word on whether or not the truck driver got his hands on one.
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Favorite car commercial: 1958 Edsel
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Advertisement Edsel 1958
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Advertisement Edsel 1958
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Advertisement Edsel 1958
Favorite car commercial: 1958 Edsel
Favorite car commercial: 1958 Edsel
