Ford successfully orchestrated a splashy live television musical debut for its new brand Edsel in the fall of 1957. The program was a culmination of a multi-year project to establish a new division of Ford that would compete more directly with the likes of Oldsmobile, Buick, and DeSoto. Edsels promised to be notably different from the Mercury with which it shared most everything except styling.

Edsel was to be much more value-conscious than the new-for-’58 unibody Lincolns, which sought to move the brand upmarket after the almost instantaneous discontinuation of the Continental Division. After Frank Sinatra and Bing Crosby ushered in the Edsel name it was time to show off the all-new models in showrooms, and introduce a supposedly excited American consumer to the lineup.

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Edsel received an honorary mention a couple of weeks ago, in our current Rare Rides Icons series on the Lincoln Mark cars. Then it was mentioned again the other day in Abandoned History’s coverage of the Cruise-O-Matic transmissions. It’s a sign. We need to talk about Edsel.

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Volkswagen Group is reportedly considering reviving the Scout name for North America. Following the merger of trucking subsidiary Traton and Navistar in 2020, VW found itself in possession of the farm-focused International Harvester. While the brand technically hasn’t existed since 1985, the German company effectively owns its intellectual property — including the Scout name — and is keen to leverage some of its nostalgia for an alleged sub-brand specializing in sport utility vehicles.  (Read More…)