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Title: Disaster in Dearborn: The Story of the Edsel by Thomas E. Bonsall ISBN: 0-8047-4654-0 Publisher: Stanford University Press Pub. Date: 01 August, 2002 Format: Hardcover Volumes: 1 List Price(USD): $35.95 |
Average Customer Rating: 4.8 (5 reviews)
Rating: 5
Summary: A Keeper
Comment: Unlike many current automotive books with some nice photos and tired, re-released copy, this one is fresh and fascinating. The photos are good but few, the story is the key and it is a great work. If you are like me and are interested in fresh, serious coverage by experienced automotive authors then this will not disappoint. Five stars from a tough critic.
Rating: 4
Summary: Interesting history of a controversial car
Comment: The 1958 Edsel has received a lot of lampooning from the time it was introduced because of its front design ("a fish sucking a lemon") and this has generally been attributed as the reason it was regarded as a flop. Certainly Ford lost $100 million on it at the time (and its advertising agency and most of the dealers also took baths) but here it is revealed that in reality the car achieved the market penetration in relative terms that was expected of it. The reason for the losses were due to organisational mistakes and the fact that people like Robert McNamara (the archetypal bean counter) pulled the plug on it prematurely. The author also demonstrates that the production capacity created for the Edsel was actually utilised to the full in the 1960s with the Falcon and the Mustang.
This book is a great read, and the illustrations include many interesting design proposals. I would have given the book 5 stars if the illustrations had been printed on coated paper and included at least a few in color.
Rating: 5
Summary: Disaster in Dearborn: The Story of the Edsel
Comment: Disaster in Dearborn: The Story of the Edsel by Thomas Bonsall is easily the best piece of automobile journalism I have ever read. If you are interested in the Edsel, or just cars of this era in general, Bonsall will simply have you on the edge of your seat from beginning to end. Not only will you come away with a thorough understanding of the Edsel itself, the author artfully puts the whole Edsel saga into context with what was happening with the rest of the American auto industry during time before, during, and after the Edsel's brief lifespan. I honestly could not put this book down once I started it as Bonsall truly lets you feel the anticipation and excitement surrounding Edsel's conception, design, and launch. Quite simply everything about the Edsel and the people who created it is covered in this book. In closing Bonsall impartially takes you through all the theories on why the Edsel failed and brings the book to a very satisfying and thoughtful conclusion. And although primarily not a picture book, you'll find gathered here a small but exciting group of Edsel prototype photos and sketches I have never seen in print anywhere else before. A terrific book for anyone interested in auto history in general and an absolute must for anyone fascinated with the Edsel.
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Title: The End of Detroit: How the Big Three Lost Their Grip on the American Car Market by Micheline Maynard ISBN: 0385507690 Publisher: Currency Pub. Date: 23 September, 2003 List Price(USD): $24.95 |
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Title: Wheels for the World: Henry Ford, His Company, and a Century of Progress, 1903-2003 by Douglas Brinkley ISBN: 067003181X Publisher: Viking Books Pub. Date: 28 April, 2003 List Price(USD): $34.95 |
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Title: The Fall of the Packard Motor Car Company by James A. Ward ISBN: 0804731659 Publisher: Stanford University Press Pub. Date: 01 September, 1997 List Price(USD): $24.95 |
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Title: The Ford Century: Ford Motor Company and the Innovations That Shaped the World by Russ Banham, Paul Newman ISBN: 1579652018 Publisher: Artisan Publishers Pub. Date: 01 November, 2002 List Price(USD): $40.00 |
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Title: More Than They Promised: The Studebaker Story by Thomas E. Bonsall ISBN: 0804735867 Publisher: Stanford University Press Pub. Date: 01 October, 2000 List Price(USD): $49.50 |
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