Re: Yes and No - Saab General Bulletin Board - Saabnet.com
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Re: Yes and No
Posted by BTG88 [Email] (more from BTG88) on Sat, 30 Apr 2011 22:09:09
In Reply to: Re: Yes and No, turbocon86, Sat, 30 Apr 2011 04:49:09
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The initial investment in Edsel was too great. So great in fact that it almost sunk Ford. The marketing spending alone was many times what normally was spent against car launches, in particular because this was an ill-conceived launch of a new line of mid-priced cars. Unfortunately, Ford got it completely wrong - 1) Way over-promising and under-delivering on what consumers wanted, claiming that Edsels would be a totally new type of car. Didn't happen. Ford showed a complete lack of understanding regarding what the public wanted. The styling was termed at the time as "ugly", the pricing was wrong and consumers were confused about where it fit versus the other brands in Ford's stable 2) The marketing program was a case study for how not to launch a car. Autos were delivered to dealers covered and remained covered on the lots. Ads showed only very faint and blurry images of the car. 3) The car, in addition to being unattractive, had very poor gas milage at a time when pressures from the looming recession was causing consumers to look at more fuel efficient models, so a 8 or 6 cylinder did not matter as both were poor.
In 2009 dollars, Ford lost $2.45 billion on the Edsel line. During the entire production run ('57-'60) 84,000 cars were sold vs. 120,000 built. Unfortunately, the first year novelty affect was just that. It was an unattractive car, that was also inefficient, marketed wrongly, and the positioning was not clear. It may have been successful going forward, had it only been a beautiful design. It wasn't.
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