MOD CAR 1958 FORD EDSEL FOR CAR MECHANIC SIMULATOR 2018 At the beginning of the 50s, the Oldsmobile car from General Motors reigned supreme in the middle price segment. Ford was not represented in this niche at all. The Mercury he produced was too expensive, and the inexpensive Fords were selling at very low margins and generating less and less revenue. At one point, the management of the concern realized that it was pointless to butt in the budget segment and decided to launch the production of mid-priced cars. For the production of the new model, the company established a separate division, named after Henry Ford's late son Edsel. Huge sums and 7 long years were spent for the world to see the E-Car, the name of which stands for “experimental car” and echoes the name of the winged mythical hero, Icarus. And in September 57th "Icarus" appeared before the public. The cars were positioned as radically new, but in reality it was a kind of hybrid of expensive and budget Ford models, which externally differed from their prototypes only with new large headlights and a vertical oval radiator. On September 4, 1957, the new family debuted with great fanfare in the United States, and a week later began selling in Canada. The 1958 range consisted of 18 models, combined into four series. The Ranger and Pacer had 118 inches of wheelbase, while the more expensive Corsair and Citation had 124 inches. The range of bodies included 2 and 4-door sedan, hardtop, convertible and station wagon (models Bermuda, Villager, Roundup). Although the Edsel cars were advertised as "brand new", in fact they were a combination of unified components and assemblies used on the Ford and Mercury models. Thanks to designer Roy Brown, the Edsel line stood out in its class. Indeed, from which of the rivals could you find something like an outlandish radiator grille and intricate bumpers? The Americans called the vertical fragment of the design of the front end of the body "horse clamp". The surface of the body was distinguished by a very developed relief, and one got the impression that the car was made not by an industrial designer, but by a sculptor. Mr. Brown did not forget the "fins" ordered by his compatriots, which he placed not in the generally accepted vertical position, but flattened horizontally, crowned with narrow lanterns resembling a boomerang. With a price range of $ 2,484 to $ 3,769, the Edsel range fell into the most dynamic sector of the market, where competition was very fierce. The new series attracted with a solid set of standard equipment. The Edsel cars used extremely powerful V8 engines (from 300 to 345 hp), which were distinguished by excellent poise and quietness. Along with a 3-speed manual transmission, a 3-speed "automatic" Teletouch with a unique push-button control system mounted on the steering wheel hub was used. So the Teletouch can be considered a harbinger of the systems used in Formula 1 today. With a solid power reserve, the Edsel became one of the most dynamic cars in its class, and the passengers in the cabin felt like in the cabin of a high-speed yacht swaying on a light wave. When the speed set by the driver was reached, a warning lamp flashed on the dashboard. To order, the car was equipped with a tachometer, electric windows and front seats. The technical characteristics were standard for the machines of the concern: drum brakes, a worm-drive steering wheel, as well as a frame platform supported by independent shock absorbers at the front and springs at the rear. 1958 - 1960. Failure of Edsel marketers. The history of the launch of this car is one of the biggest failures in the history of the automotive industry. This failure of marketers is considered one of the classic examples of marketing error. In the United States, "Edsel" has become a household word and is most definitely associated with total failure. And for Bill Gates, in his words, this failure of marketers is the best example of "how not to do it." The first Edsel model was launched in 1958. The start of car sales was accompanied by a powerful advertising campaign. So, world famous stars such as Louis Armstrong and Frank Sinatra took part in the advertising campaign. Thus, even before the demonstration of the car in car dealerships, an atmosphere of extremely high expectations was created around it. On the day of the premiere, September 4, 1957, nearly 2.5 million Americans came to see the Edsel in showrooms. However, very few cars were sold, signaling that the high expectations of consumers were not real. lized. By the middle of 1958, it became clear that the start of the Edsel model had failed, that the failure of marketers was obvious. It was a complete shock for designers and manufacturers. After all, according to all preliminary studies, Edsel should have enjoyed great success. And for the advertising campaign "Ford Motor Company" has laid out huge sums. options: Credits: Fulysic |