Who was Edsel?

[Thepoorman]

Named after Edsel Ford, son of Henry Ford. Edsels were developed in an effort to give Ford a fourth brand to gain market share from Chrysler and General Motors. Establishing the Mercury–Edsel–Lincoln Division. In 1958 Edsels introduced multiple advanced features. Introduced during a recession, the Edsels were considered over-hyped, unattractive, and the vertical grille was said to resemble a horse collar. Edsel was discontinued by the Ford Motor Company in 1960 after a loss of over $250 million.