Customer Reviews

Disaster in Dearborn: The Story of the Edsel (Automotive History and Personalities)

5 star:		(7)
4 star:		(1)
3 star:		(0)
2 star:		(0)
1 star:		(0)

 

 

I've been fascinated by Edsels since childhood, and while I've never been able to own one, I've collected lots of literature about the most famous flop in automotive history. Although there was familiar material in Mr. Bonsall's work, (the arrival of a new full-sized car just as the first import craze was beginning was the product of a decade-long lead time to launch the new make), there was also much I've never seen in print anywhere before--such as Robert McNamara's statement that the decision to discontinue the Edsel had been made even before its formal introduction! From the company's internal politics, to the design process, to the challenges of setting up the dealer network, no aspect of the Edsel's history is omitted. This profousely illustrated work is an absolute must for Edsel lovers, and should be worthwhile to anyone interested in the Ford Motor Company or automotive history in general.--William C. Hall

Bonsall's treatment of the Edsel story is unique in that he first sets the historical stage and market conditions under which the Edsel program was conceived and executed. He does an excellent job of describing the reasons Ford needed the Edsel program, and why the program missed its mark. As Bonsall methodically moves the Edsel story forward, the reader is filled with a sense of impending doom, much like reading about the maiden voyage of the Titanic. Bonsall does an excellent job of drawing together the many disparate influences and elements that together charted the fateful course of the Edsel.

Disaster in Dearborn: The Story of the Edsel by Thomas Bonsall is easily the best piece of automobile journalism I have ever read. If you are interested in the Edsel, or just cars of this era in general, Bonsall will simply have you on the edge of your seat from beginning to end. Not only will you come away with a thorough understanding of the Edsel itself, the author artfully puts the whole Edsel saga into context with what was happening with the rest of the American auto industry during time before, during, and after the Edsel's brief lifespan. I honestly could not put this book down once I started it as Bonsall truly lets you feel the anticipation and excitement surrounding Edsel's conception, design, and launch. Quite simply everything about the Edsel and the people who created it is covered in this book. In closing Bonsall impartially takes you through all the theories on why the Edsel failed and brings the book to a very satisfying and thoughtful conclusion. And although primarily not a picture book, you'll find gathered here a small but exciting group of Edsel prototype photos and sketches I have never seen in print anywhere else before. A terrific book for anyone interested in auto history in general and an absolute must for anyone fascinated with the Edsel.

Unlike many current automotive books with some nice photos and tired, re-released copy, this one is fresh and fascinating. The photos are good but few, the story is the key and it is a great work. If you are like me and are interested in fresh, serious coverage by experienced automotive authors then this will not disappoint. Five stars from a tough critic.

The 1958 Edsel has received a lot of lampooning from the time it was introduced because of its front design ("a fish sucking a lemon") and this has generally been attributed as the reason it was regarded as a flop. Certainly Ford lost $100 million on it at the time (and its advertising agency and most of the dealers also took baths) but here it is revealed that in reality the car achieved the market penetration in relative terms that was expected of it. The reason for the losses were due to organisational mistakes and the fact that people like Robert McNamara (the archetypal bean counter) pulled the plug on it prematurely. The author also demonstrates that the production capacity created for the Edsel was actually utilised to the full in the 1960s with the Falcon and the Mustang.
This book is a great read, and the illustrations include many interesting design proposals. I would have given the book 5 stars if the illustrations had been printed on coated paper and included at least a few in color.

This book is timeless. Yesterday's problems are today's problems. The book is as well written as any book analyzing a corporate strategic failure in any industry in any decade. The author combines a deep understanding of the history of the U.S. auto industry with excellent research and lively writing.

He covers all the usual topics about the Edsel - the decline mid-price class in the mid-1950's, the recession of 1958, the introduction of a 1958 model before the competitive models were announced, etc. well enough. The strength of the book is in tracing the deeper roots of the failure in company politics and personalities.

It is fun to compare the issues discussed in this book with the current turmoil in the U.S. auto industry. Many industry issues of the last few years - GM dropping Pontiac, GM canceling dealers, Ford trying to decide what to do with the Mercury brand, Toyota introducing full sized pickup just as the market collapses, corporate infighting between Chrysler and Mercedes Benz executives - are echoes of issues that surrounded the Edsel.

Disaster in Dearborn: The Story of the Edsel (Automotive History and Personalities)I was looking for this book, and saw it come up on eBay. I was the winner of the auction, sent my payment, but when the book didn't arrive, I checked the USPS tracking number. USPS had no record of it. I contacted the seller, who refunded my money, when they were unable to find another copy. I then searched Amazon.com for the title, and found several copies available. I picked this one, which was described as good used condition. The price was less than on eBay, and it arrived in less than a week. I can't tell the difference between this and brand new condition. I couldn't be happier with this purchase.

Excelent comprehensive book on the Edsel car. Some of the photos were never before published. A must for Edsel fanciers.

Eduardo Roma Burgos