1958

1959

1960

Pre-production planning for the 1959 Edsel was completed in advance of the 58 model's release to the buying public on September 4, 1957. The original plan was to continue to offer Edsel models on both the Ford and larger Mercury chassis following the long, low and wide styling direction established in the late Fifties. The economic recession of late 57 had yet to have any substantial effect on long or short range product planning at the Ford Motor Company.

It was too late to affect any substantial styling changes so the only avenue available was cost cutting to weather the storm while the entire Edsel project was rethought.

In the winter of 1958 the Edsel Division was dissolved and the product line was merged with Lincoln and Mercury.

The newly reorganized "M.E.L." Division had the result of pushing the Edsel further from the front burner at Ford.

The 59 Edsel was offered for sale in the fall of 1958. Sales were as disappointing as the previous year's despite a change in marketing strategy from one targeting the up ward moving middle class to one offering an inexpensive alternative to the competition's mid-priced models. Besides the "Corsair" and "Ranger" that were offered as two or four door, sedan or hardtop, Edsel also offered a convertible and station wagons. Engine and transmission choices and combination were also expanded along with all the available power and convenience options. These changes and a concrete improvement in quality did nothing to improve the previously sullied name of Edsel.

The 58 Edsel debuted to full show rooms but disappointing sales. This had an immediate chilling effect on the already laid plans for 59.

One of the first places that the cost cutting axe fell was on the Mercury based "Corsair". The entire larger series was scrapped. The "Corsair" nameplate was slid over to the small series supplanting the "Pacer". Besides some changes in the exterior stainless trim and different upholstery treatments the upscale "Corsair" was essentially the same car as the "Ranger" model. The number of assembly plants designated to produce next year's cars was also substantially reduced. Although these and other changes resulted in tangible cost savings they would prove to be insufficient to stem the money hemorrhage that the Edsel Division had become.

Although there were a few bright spots, year-end sales figures proved to be even more disappointing than the perceived "failure" of the 58.

It was clear for all to see that something had to be done if this bold experiment by Ford was to succeed. Few people outside of the inner circle knew that the decisions concerning the future of the Edsel had already been made.