The Edsel ads for 1959 model read "Edsel already an expression of good taste." Another ad claimed the Edsel offered luxury at Ford and Chevrolet prices. These ads were contrary to previous ones to rival and compete with costlier Buick, Oldsmobile and DeSoto.

The Edsel line for 1959 dropped from 18 to 16 different models. Ford was anticipating a better sales year with an 80 percent increase of nationwide dealers. Contrary to expectations, Edsel sales dropped to 44,891 vehicles.

In 1959, production began for the 1960 models with the Corsair model dropped. Two V-8 engines were offered, a 292-cid with 185 hp and for $58 more, a 352-cid having 300 hp. The 3,700 pound Edsel could go from a standstill to 60 mph in less than 10 seconds. The upright central "horse-collar" grill was replaced with a horizontal motif. Fender and body-side chrome accents distinguished Edsel from other 1960 Fords. Air conditioning, power steering and both two and three speed transmissions were optional.

In the fall of 1959 only 2,571 Ranger models and 275 station wagons were built as 1960 Edsel models. These two models are the most rare among Edsel three production years of 1958, 1959 and 1960.

On Nov. 19, 1959, Ford Motor Company announced it was ending Edsel production. Edsel was therefore produced for three years, 1958, 1959 and 1960 with approximately models. The Edsel became popular when car collectors discovered the vehicle.

Antique car collectors formed the Edsel Owners Club in 1968, followed in 1969 with the founding of the International Edsel Club. Edsel vehicles are rarely seen today at car meets. They are seen in some non-Edsel national antique vehicle, events in small numbers. One or more Edsels can be seen in various car museums. Dozens, including several of the 18 models are present at national and international antique Edsel shows.

What began as a flashy, mid-price luxury car to compete with higher priced car makes in sales was not successful. One reason the Edsel as not successful as a new car make was that its introduction coincided with an economic recession with a general decline in automobile sales.

A second reason for the Edsel's lack of success was that potential car buyers were not convinced to buy Edsel, a luxury mid-priced vehicle, in lieu of more expensive makes.

A third reason that Edsel lasted only three years was that many people did not like the "horse-collar" front end design with many jokes and comments made about the car. During its three year history, 1958, 1959 and 1960, Edsel had low production.

Jay O'Dell is a senior master judge and exhibitor of antique show cars. Sug?gestions for column content or other inquiries can be sent to him at P.O. Box 469, Lavalette, WV 25535.

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