Debuting in 1957 with the ambition to shake up the automotive world, the Edsel brand was the brainchild of Ford Motor Company. Named after Henry Ford’s son, Edsel offered a fresh lineup of vehicles designed to wrest market share away from established competitors like General Motors and Chrysler.
Ford poured significant resources into marketing the Edsel, confident that the new division would be a game-changer. The cars themselves boasted features considered cutting-edge at the time, including innovative push-button transmissions and wraparound windshields.
However, public reception to Edsel’s initial design was far from enthusiastic. The unconventional grille, likened by some to a horseshoe, drew criticism and mockery. In an attempt to salvage Edsel’s reputation, Ford rushed a redesign for the 1958 model year.
Unfortunately, these efforts proved to be too little, too late. Sales figures remained stubbornly low, and by November 1959, Ford was forced to throw in the towel. The Edsel division was discontinued after a brief three-year run, leaving behind a legacy of disappointment and a hefty financial loss.
The Edsel affair cost Ford a whopping $350 million a figure that translates to nearly $3 billion in today’s dollars. With a total production of around 118,000 cars across seven nameplates, Edsel’s commercial performance fell far short of expectations.
Of the initial seven models introduced, only a handful, including the Ranger and Villager, even made it to the 1960 model year. The story of Edsel serves as a cautionary tale in the annals of automotive history, a stark reminder of the risks and challenges associated with launching a new car brand.
Even a giant like Ford, with its extensive resources and industry experience, couldn’t overcome a combination of design miscalculations, a crowded marketplace, and a lack of consumer enthusiasm.
Debuting in the very last months of 1959, the 1960 Edsel stands as a unique footnote in automotive history. With a production run spanning a mere three months, only 2,846 Edsels ever left the factory, divided between the boxy Villager station wagons and the Ranger models offered in various body styles.
But this particular 1960 convertible isn’t just another Ranger; it belongs to an even more exclusive club. Edsel only produced 76 convertibles in 1960, making this Buttercup Yellow beauty one of the rarest Edsels ever created. In fact, with only two believed to be in existence, it’s a true collector’s dream car.
This Edsel’s significance extends far beyond its rarity. The car itself is a meticulously preserved survivor, boasting its original drivetrain and an immaculate condition that has earned it recognition at Edsel car shows.
It represents a labor of love for its owner, a testament to the dedication required to keep these uncommon vehicles on the road. While Edsels typically trade for less than $40,000, this exceptional example transcends mere market value. It’s a rolling piece of automotive history, a survivor from a short-lived brand, and a head-turning classic with a unique story to tell.
