A page dedicated to the "Edsel" Enthusiast

The first Edsel appeared to the public via a two page layout in Life Magazine in July 1957. The Edsel cars were shown "wrapped" in paper, and the images blurred with the idea being to create anticipation for the upcoming release. The Edsel was introduced with a advertising campaign spouting "More new Ideas, More You Ideas!"

The Edsels were shipped to dealers undercover, and much like the magazine layout, wrapped in paper. Some 2.5 million people showed up in dealer showrooms, however, initial sales were a disappointment.

The Edsel name, was chosen after about 6,000 different names were considered, including the "Utopian Turtletop," "Mongoose Civique," and others. Over time the name "Edsel" has become synonymous with "failure" or "lemon car," but, somewhat unfairly. The car may have been a huge marketing failure, but it was not an engineering failure.

The Edsel car was produced for three model years, 1958, 1959, and briefly in 1960, with the last car being produced in November 1959. In an effort to "make good" with any buyers of the 1960 Edsel, Ford offered a $300 discount coupon for a future purchase of any domestically produced Ford Motor Company automobile. There were no expiration dates on these coupons, and to this day, about 150 of them have never been redeemed. Almost Fifty years have gone by and now the Edsel is a highly collectible car, commanding huge prices at auctions, especially the rare Edsel convertibles.