Back in 1956, Ford Motor Company realized that there was a void in their selections of mid-size automobiles. While Chevrolet owners could "move up" to a Buick, Pontiac or Oldsmobile (and Dodge owners could advance to a Plymouth or Chrysler), Ford buyers were looking at Mercury alone. The perception was that Ford was losing customers to other manufacturers when the time came to trade-up.
In order to correct the problem, Ford instituted plans for an entirely new car division, and an entirely new car. The design of the car was to be completely unique - distinguishable from any angle. And the promotional build-up of the car would be like nothing else.
After a massive promotional campaign, which included multi-page "teaser" ads in major national magazines, some 2.5 million Americans poured into Edsel dealerships on "E-Day", September 4, 1957. But it was quickly apparent that few cars were actually being sold. The public expectation was much higher than the car could live up to, and sales reflected the disappointment.
The Edsel Division was in a death spiral. The more cars that failed to sell, the more dealers dropped their Edsel franchise. The more dealers that folded, the more the public was afraid to buy the car.
After three model years and just 110,847 Edsels later, Ford Motor Company threw in the towel, and went about trying to forget about the whole ordeal.
Today less than 6000 Edsels survive, and each one is a cherished classic. The 1958 Edsel advertising said it best - "Once you've seen it, you'll never forget it. Once you've owned it, you'll never want to change."