Mini case study Ford Edsel
From Adaptive Cycle
Contributors
Organization: Ford
Author: Simon Widler
Course: (V)ODC 2014/2015
Keywords: mini case study, crisis, innovation
Abstract: In the late 1950s the well-established automotive company Ford planed and developed a new brand, the Edsel, to tackle a so far not covered segment of the automotive market, the upper middle class. The Edsel was supposed to compete with GM and Chrysler, the biggest companies in this very segment. However, the Edsel failed miserably and forced Ford to rethink they corporate strategy. This was the starting point of one of the biggest successes Ford ever had in the American automotive market, the Mustang.
