The 1958 Edsel Citation is an enduring symbol of the American automotive industry, a car that has captured the fascination of enthusiasts and collectors for decades. Although it had a relatively short lifespan, the Citation remains a significant part of automotive history, remembered for its bold design, innovative features, and its place within the rise and fall of a brand that continues to intrigue automotive aficionados worldwide.
The Birth of the Edsel Brand
In the post-World War II era, American automakers were engaged in a fierce competition to capture the hearts and wallets of consumers. The 1950s witnessed a surge of innovation and design in the automotive industry, with companies constantly pushing the boundaries of styling and engineering. It was during this time that the Ford Motor Company, already a major player in the industry, decided to introduce a new mid-priced brand to its lineup, one that would slot between its existing Ford and Mercury divisions.
The Edsel brand, named after Edsel Ford, the son of Henry Ford, was conceived as an ambitious project meant to capture a substantial share of the automotive market. Edsel was envisioned as a unique, innovative, and forward-thinking brand that would revolutionize the American automobile landscape. With an impressive marketing campaign and significant financial investments, Ford aimed to make Edsel a household name and a symbol of modernity.
The 1958 Edsel Citation: A Stylish Statement
The Edsel Citation, introduced as part of the Edsel brand's debut lineup in 1958, was a shining example of the brand's commitment to style, performance, and innovation. The Citation was positioned as the flagship model of the Edsel brand, representing the pinnacle of luxury and design. It was offered in various body styles, including a four-door hardtop sedan, a convertible, and a two-door hardtop coupe.
Exterior Design
The 1958 Edsel Citation featured a distinctive and eye-catching exterior design that set it apart from other cars of its era. The most notable feature was the iconic "horsecollar" grille, characterized by its prominent, vertical center opening flanked by smaller horizontal openings on either side. The grille design was bold, unique, and instantly recognizable, although it polarized opinions.
The vehicle's overall styling was sleek and modern, with sculpted lines, subtle tailfins, and tastefully integrated chrome accents. The Edsel Citation exuded a sense of elegance and sophistication, making a bold statement on the road. The availability of various two-tone paint schemes and stylish wheel covers further emphasized the car's aesthetic appeal.
Interior Comfort and Technology
Inside the 1958 Edsel Citation, the emphasis was on luxury, comfort, and advanced technology. The cabin was well-appointed with upscale materials, and the front and rear seats were spacious and comfortable, providing a pleasant driving experience. The dashboard featured a range of modern amenities, including an AM radio, push-button controls for the automatic transmission, and a selection of power accessories.
One of the unique technological features of the Citation was its "Teletouch" push-button transmission controls. Located in the center of the steering wheel hub, the Teletouch system allowed the driver to shift gears electronically, a feature that was considered innovative at the time. The Citation was also available with power steering and power brakes, enhancing its ease of operation.
Power and Performance
Under the hood, the 1958 Edsel Citation was equipped with a range of V8 engines, reflecting the era's emphasis on performance and power. Customers could choose from three engine options: a 361-cubic-inch V8, a 383-cubic-inch V8, or a high-performance 410-cubic-inch "E-475" V8 engine. These engines were mated to a three-speed automatic transmission, providing a smooth and responsive driving experience.
The Citation's powerful engines delivered impressive performance for its time, making it a capable and enjoyable vehicle on the open road. The car's suspension was tuned for a comfortable ride, and its overall handling was considered competitive with other cars of its class.
Marketing and Promotion
To introduce the Edsel brand and its flagship model, the 1958 Edsel Citation, the Ford Motor Company launched one of the most extensive and expensive marketing campaigns in automotive history. The brand's slogan, "The Edsel Look! The Look of the Future!" emphasized its commitment to innovation and modernity.
The promotional efforts included a series of teaser advertisements that built anticipation for the brand's arrival, creating a sense of mystery and excitement. The "E-Day" launch on September 4, 1957, was a highly publicized event, with Ford dealerships across the country unveiling the Edsel models simultaneously. The marketing campaign featured lavish brochures, commercials, and extensive media coverage, all aimed at establishing Edsel as a premium, aspirational brand.
The Challenges and Controversies
Despite the grandiose marketing campaign and the Citation's impressive features, the 1958 Edsel Citation faced numerous challenges and controversies that would ultimately contribute to the brand's downfall.
Quality Control Issues
One of the critical issues that plagued the Edsel brand, including the Citation, was problems with quality control. Some early Edsel models experienced manufacturing defects and mechanical issues, which tarnished the brand's reputation for reliability. These problems ranged from issues with the transmission to problems with the Teletouch push-button controls, which were prone to malfunction.
Economic Recession
The timing of the Edsel brand's launch could not have been worse. In 1957 and 1958, the United States was entering a period of economic recession, leading consumers to become more price-conscious and hesitant about making significant purchases. The mid-priced segment that Edsel aimed to capture was shrinking, and potential buyers were increasingly turning to smaller, more fuel-efficient cars.
Polarizing Design
While the distinctive "horsecollar" grille and unique styling of the Citation garnered attention, they also divided public opinion. Some consumers found the design bold and appealing, while others considered it polarizing and off-putting. This controversy surrounding the design contributed to the challenges the Edsel brand faced in gaining widespread acceptance.
Competition and Brand Positioning
The mid-priced automotive segment was fiercely competitive in 1958, with established brands like Chevrolet, Ford, Buick, and Dodge dominating the market. The Edsel brand faced stiff competition and needed to establish a clear and compelling brand identity to succeed. However, the brand's positioning remained ambiguous, leading to consumer confusion about where Edsel fit in the market.
The Demise of the Edsel Brand
The challenges and controversies surrounding the 1958 Edsel Citation were symptomatic of larger issues affecting the Edsel brand as a whole. Despite its innovative features and high-quality aspirations, the Edsel brand struggled to gain a foothold in the competitive automotive landscape.
In 1960, just two years after the introduction of the Edsel brand, Ford made the difficult decision to discontinue it. The Edsel Citation, along with the other Edsel models, ceased production. The brand had failed to meet sales expectations, and it was deemed unsustainable.
Legacy and Collectibility
While the Edsel brand may have faced a premature demise, the 1958 Edsel Citation remains a significant part of automotive history. Today, the Citation holds a unique place in the world of classic cars, cherished by collectors and enthusiasts for its daring design, technological innovations, and the story of its rise and fall.
Due to its limited production and the historical significance of the Edsel brand, the 1958 Citation has become a sought-after collectible. Restored examples of the car fetch considerable interest and value at classic car auctions and events, where enthusiasts celebrate its distinctive design and its place in automotive lore.
Conclusion
The 1958 Edsel Citation stands as a symbol of an ambitious attempt to introduce a new brand in a competitive and evolving market. Its striking design, innovative features, and historical significance continue to captivate automotive enthusiasts, making it an enduring part of American automotive history.
Despite its commercial shortcomings, the Citation's legacy lives on, cherished by collectors and enthusiasts who recognize its place in the rich tapestry of classic American automobiles. Its story remains a testament to the volatility of the automotive industry and the enduring allure of vintage cars.