When the subject of marketing failures comes up, the Edsel usually makes the list (along with New Coke?). Ford spent a bundle adding a new division in the mix in 1958, and laid an egg with the Edsel, although part of the problem was timing (a recession year in the economy). Barely into the 1960 model year, Ford pulled the plug, and the Edsel would fade into the history books. The seller has a rare 1960 Ranger 4-door sedan which seems to wear an older restoration. Located in Silver Spring, Maryland, this historical footnote is available here on Facebook Marketplace for $8,500. Thanks, T.J., for this two-tone tip!
Ford thought they needed a fourth line of cars to augment the Ford-Mercury-Lincoln ensemble. So, they cooked up the Edsel in 1958 with its infamous “horse collar” upright grille and pushbutton transmission controls where the horn button was traditionally. They sold 68,000 copies in the first year, but that was below expectations. 1959 brought no more success as sales fell to 48,000 units while the cars became more Ford-like. And the 1960 models were Galaxies with a different grille and taillights. Ford said adios to the Edsel in November 1959 and took a big financial hit overall (thought to be $350 million).
The company produced 2,800 Edsels before they became orphans in 1960. Just 1,288 Ranger 4-door sedans were assembled like this one, so any ’60 Edsel is rarer than hen’s teeth today. The seller’s white over red family car is said to have 40,000 miles and may have been restored. The upholstery may be getting thin so a supply of extra fabric will come with the sale. We’re told it has a V8 engine, but no photos are provided, so we’re guessing it’s a 292 cubic inch V8, though a 352 was optional.
According to the seller, the red paint comes with an “age-appropriate” amount of patina, meaning that it’s not showroom fresh. The chrome bits are good except for one ding in a side piece. A new set of tires sits on the rims, so we assume this is a turnkey ride for Cars & Coffee. The seller adds that the engine has been rebuilt along with the front end. He/she is moving across the country, and the car cannot follow.
A lot of the younger folks have never heard of an Edsel, let alone seen one – especially a 1960 model. That’s why this is such a good collector car, it will attract the curiosity seekers at any gathering. The price seems reasonable to me.
This doesn’t look that bad. They should have gotten rid of that big oval in the middle of the grill after the first year.
The push button steering wheel hub transmission buttons. Autolite, according to a very learned volunteer at the Packard Museum in Dayton Ohio, is to blame as they were responsible for the steering wheel stalk/pod transmission buttons on the Packard Caribbean convertible. The only cooler Edsel would be a 60 wagon …did not offer a 2 door wagon.