Edsel was a division created by Ford to fit into the medium priced car market. General Motors had Buick, Pontiac, and Oldsmobile for buyers to move up to from Chevrolet, retaining 87% of the customers that moved into the hot medium priced car segment. Ford only had the Mercury in the medium priced car segment, and only 26% of Ford owners interested in moving up to a higher priced car, moved into a Mercury, while most of the other buyers migrated to GM cars. This was an important task for Ford to complete. The projection was that Edsel would help Ford boost company loyalty from 59% retention, up to 74%.
This film explains the strategy for the introduction of Ford's new Edsel division.
This training film for management on the introduction of Ford's new Edsel division, runs just over 29 minutes. A great explanation of why the Edsel was introduced, and an introduction of the new vehicle and features.
This early animated TV commercial announces the new Edsel division at Ford.