Can I Get a Witness: Edsel’s Flop and Its Lessons

One of the most notorious flops in U.S product development history was the Edsel, which Ford Motor Co. made from 1957 to 1959. The Edsel was conceived to capture a greater share of the expanding medium-price-range car market at a time of growing prosperity in America. What could go wrong? Almost everything. as chronicled in one chapter of a book by John Brooks titled Business Adventures (a reported favorite of Warren Buffet and Bill Gates). Ford gave “slavish adherence” to public opinion polls and motivational research to develop a car that would stand apart from competitors and budgeted loads of money to market it. In the end, polls and money had no effect on the car, which never caught on with the public and whose  initial  versions had numerous mechanical problems. Data gathered by Brooks show the extent on the Edsel’s failure. It is a good lesson for new college graduates and others who may one day guide product development teams working on what their companies hope will be the next big thing.