Design Portfolio: What a Trip

<< Back to Robb Report, February 2014

1958 Edsel Bermuda
Launched amid a colossal advertising campaign, Ford’s Edsel brand—named for the late son of company founder Henry Ford—was a short-lived venture intended to fill the price gap between Ford- and Mercury-branded cars. As one sales executive recalls, the Edsel was “the car for the young man on his way up.”

However, by the time the debut models arrived in showrooms on September 4, 1957—dubbed E-Day—the country had fallen into a recession, which stalled the ascent of the upwardly mobile and, among other factors that included faulty assembly, led to dismal sales for Edsels. In November 1959, about a month after it introduced the all-new 1960 model, Ford shuttered the Edsel division. Since then the brand name has remained synonymous with a vigorously promoted dud.

The Bermuda, one of the seven 1958 Edsel models, was powered by a 361 cu in, 303 hp V-8 that guaranteed smooth sailing, and the car could be equipped with such optional amenities as air-conditioning, making it an ideal accomplice for family vacations and weekend road trips. The Bermuda displayed the signature Edsel horse-collar grille, au courant wood-grain side trim, and boomerang-shaped taillights—an ill-conceived design element found on some Edsel wagons. The lights pointed inward so that when the turn signal flashed, it appeared to indicate the opposite direction of the turn.

Photo by Michael Furman
Vintage Porsches are ascending to new heights among collectors...
McLaren, Rolls-Royce, Porsche, Cadillac, and Lincoln, among others, made stunning showings…
The $100,000 cruiser is tricked out with carbon fiber and solid performance for an electric two-...
With a turbocharged engine and three electric motors, the new NSX will challenge the top models...
Photo by Mercedes-Benz USA
AMG GLE63 Coupe and AMG GLE450 Coupe boast impressive acceleration times…
The two-seat sports car features contemporary reinterpretations of classic Bentley design cues…
One of the most technologically advanced electric power trains to make its way onto a production...
The new vehicles are lighter and quicker than their gas-burning counterparts…
Photo by Royce Rumsey
The annual springtime event highlights some of the world’s finest collector cars…
The new car has a zero-to-60-mph time of 3.1 seconds and can lap the Nürburgring in less than 7.5...