The EDSEL--Car of the Future--Really?

I grew up in the Dearborn, Michigan--the center of what is commonly known as Ford Country. Most people in the area buy Ford products--unless of course they work for Chrysler or General Motors. Brand loyalty is encouraged by the automotive companies and most workers comply--especially when the company offers employee discounts.

When Ford Motor Company came out with the Edsel in 1958, the company upgraded its Lincoln Division to compete with General Motor's luxury Cadillac. Ford needed a premium vehicle to fill the intermediate slot vacated by Lincoln to compete with Oldsmobile, Buick, and DeSoto. Ford promoted the Edsel as the product of extensive research and development. Their sophisticated market analysis indicated to the suits at Ford's that they had a winner.

The Edsel was touted as the car of the future. Ford executives were confident of brand acceptance by the car buying public. Innovative features like a rolling-dome speedometer, engine warning lights, an available Teletouch pushbutton shifting system, self-adjusting brakes, optional seat belts, and child-proof rear door locks would surely capture the imagination of modern-thinking consumers.

The day after the Edsel was introduced, The New York Times dubbed it the "reborn LaSalle"--a nameplate that disappeared in the early 1940s. So much for the car of the future concept. Once the Edsel hit the streets, the public thought it was unattractive, overpriced, and overhyped. The car's production was stopped after three years of under performing in Ford and Mercury showrooms.

Ford Motor Company lost $250 million on the project. Edsel's failure was across the board. Popular culture thought the car's styling was odd. The nameplate's trademark horsecollar grille was said to resemble "an Oldsmobile sucking a lemon." The Teletouch pushbutton transmission was problematic being centered on the steering wheel hub where most cars had their warning horn. Some drivers accidently shifted when they meant to sound their horn. Another unforeseen problem was that the pushbutton transmission was not suited for street racing, so the Edsel became known as an old man's car.

What turned off other consumers was the car's sticker price which placed it in direct competition with Mercury--Ford's sister division. Further complicating matters, the low priced Volkswagen Beetle hit the American car market in 1957. Many younger buyers were fascinated by the odd-looking vehicle with the incredible gas mileage. The Edsel was a gas guzzler.

Consumer Reports blamed the car's poor workmanship. For instance, the trunk leaked in heavy rain, and the pushbutton transmission was fraught with technical problems. Marketing experts insisted the Edsel was doomed from the start because of Ford's inability to understand the American consumer and market trends. Automotive historians believe the Edsel was the wrong car at the wrong time.

Edsel Ford

Unfairly, the name Edsel became synonymous with epic failure. Named after Henry Ford's only son, this car became a posthumous slap in the face to the man who mobilized his family's vast industrial resources to produce B-24 Liberator bombers, instrumental in helping win World War II. Edsel Ford's legacy deserved better.

As luck would have it, my father bought a brand-new Edsel in 1959. It was Christmas time and I was eleven years old. After my brothers and I had our photograph taken with Santa at Muirhead's Department Store, my dad brought us to the Ford Dealership across the street for our family Christmas present.

He went into an office and signed a few papers, then the salesman handed over the keys. As we were driving away from the dealership, I remember snowflake clusters illuminated by the car's headlights. It was magical. By the time my family got home, we were intoxicated with the new-car smell of fresh upholstery and uncured lacquer.

Later that week, my dad was celebrating with his friends on Friday and had a few too many before coming home from work. On the way, he hit an ice patch and lost control of the car, wrapping it around a telephone pole. He was relatively uninjured, but the Edsel was totaled. We had that Edsel for such a short time I can't remember what color it was. 

Edsel concept car.

Misfortune aside, I've always had a love for the Edsel and often wished Ford would find a market for the nameplate and start production again. That may never happen, but a boy can dream.

Here is a Psychology Today article on how the Edsel got its name: https://www.psychologytoday.com/blog/psychology-yesterday/201311/how-the-edsel-got-its-name

West Dearborn's Muirhead's Department Store

Mrs. Alberta Muirhead

If you grew up in Downriver Detroit in the 1950s or 1960s, after the Hudson's Thanksgiving Day parade on Woodward Avenue, you had your heart set on a visit to Santa's igloo at Muirhead's on Michigan Avenue in West Dearborn. Baby Boomers have precious memories of riding the rails in Santa's sleigh with their parents and siblings to get their photo taken with Santa Claus. Over the years, several men have donned the red suit and white beard. Early on, Mr. Muirhead played the role, but succeeding Santas were Bob Oxley and Tim Pryce. There may have been others.

In 1946, John Muirhead married Alberta Jamieson, and they opened a neighborhood department store featuring women's clothing and a toy department. Dearborn resident Jon Jahr explained that his father drew up the blueprints for the original Muirhead's building which was on three levels.

"The basement was the storeroom, shopping was on the street level, and the Muirheads lived on the second level. As their business grew, they expanded the footprint of the building, and in the early sixties, they built a new building around the old building, replacing the street facade for a modern, upscale look." By then, John and Alberta lived in their own home, creating more sales space on the second level.

Mrs. Muirhead - 1971

Lynn Richards Tobin worked at Muirhead's in 1961 and 1962. She remembers, "Mr. Muirhead was in his early sixties. Mrs. Muirhead was younger, maybe in her forties.... She always wore the cash register key around her neck. She took care of their customers and oversaw sales on the main floor. Mr. Muirhead spent most of his time on the second floor in the stockroom and oversaw employees to make sure everyone was working and not goofing off. 

"The main floor was girls and teen clothing in front and children's clothing in the back. A customer service center was in the middle of the sales floor where shoppers would take returns and ask questions. There was a cash register station near the front door and one near the parking lot exit in back. An elevator and a stairwell led to the second floor where the stockroom and business offices were. Dolls were sold upstairs including the exclusive Madame Alexander dolls. Another stairwell on the ground floor led to the toy department in the basement which featured bicycles."

My family in 1957. I'm sitting next to my mother.

During the Christmas season, Santa's igloo sleigh ride in the basement was the big attraction. As far as I have been able to determine, the sleigh was manually pushed back and forth on a rail track. Jon Jahr remembers seeing the sleigh in the Muirhead's warehouse in the early 1970s. Jahr asked Mr. Muirhead if he might bring the sleigh out just for Christmas photos, but he was done with it by then. I wonder if the sleigh is somewhere in Dearborn waiting to be rediscovered.

John died in 1983 at the age of eighty-three. Alberta operated the store by herself with the help of a dedicated band of loyal employees for seven more years. Then, she closed the popular store after forty-three years in business. Competition from shopping malls and Crowley's on Michigan Avenue off Outer Drive in particular cut into her business.

Alberta's story did not end with the closing of her boutique department store. Mrs. Muirhead--as most people called her--became a model for philanthrophy. She believed in giving back to the Dearborn community who had supported her and her husband John, making their business a success. Alberta devoted her later life to Dearborn and its people.

Alberta Muirhead parlayed her charismatic personality and charitable spirit to become Dearborn's biggest benefactor and philantropist since the Ford family. For starters, she donated her three-level building to the Oakwood Health Care Foundation for their data-processing center.

An avid believer in public education, Alberta became the namesake for Dearborn's Teacher of the Year award established in 1997. She supported both Henry Ford Community College and Rochester College giving generously to their scholarship funds to help needy and struggling students. Dearborn Public Schools awards an annual scholarship in her name.

In 2007, Alberta Muirhead established the Oakwood Healthcare Foundation with a $500,000 gift to support nursing education and advanced nursing degrees for Oakwood Healthcare employees. Many a nurse owes a debt of gratitude to the generosity of Mrs. Muirhead. Her support was not limited to people. Alberta was a supporter of the Dearborn Animal Shelter and received their Big Heart Award in 2006.

After the death of her husband, Alberta and Russ Gibb--of Grande Ballroom fame and Dearborn High School teacher--became friends. How and when they met is unclear, but Gibb was a deejay at WKNR-FM which was next door to the department store. They became lifelong friends and companions for nearly thirty years until Alberta's death on January 14, 2011 at the age of ninety-one. "Alberta put so many people through college," Gibb said. "She was a great, generous lady and I loved her dearly."

Ford Rotunda Christmas Memories

Merry Christmas History From The Ford Rotunda

Over a period of twenty-seven years, the Ford Rotunda hosted over 16.5 million visitors. In the 1950's, it was the fifth most popular tourist attraction in the United States. 

The building was ten stories tall. Its steel and aluminum framework was covered with Indiana Limestone to match the Ford Motor Company's Administration Building across Schaefer Road. The building resembled four gear wheels stacked in decreasing size from the top to bottom.

It was originally built for the Chicago World's Fair and opened to the public on May 14, 1934. After the fair was over, the building was reconstructed on a site in Dearborn, Michigan and used as Ford's World Headquarters for a brief time. The building was closed to the public during World War Two and used as a tech center for military training.  

The Ford Rotunda was reopened on June 16th, 1953 to celebrate Ford Motor Company's fiftieth year in business. It was used as an exhibition center displaying all the recent models of Ford automobiles. In addition to a Test Drive Track ride which circled the building, other exhibits were The City of Tomorrow, The Hall of Science, and something called The Drama of Transportation.

Fifty-six years ago on November 9, 1962, the roof was being waterproofed with hot tar in preparation for the annual Christmas Fantasy exhibition. The roof caught fire and within an hour, the building had burned down. The nine year long holiday tradition came to an end. 

Those of us from the Detroit area who grew up when the Rotunda was in its heyday, namely we Baby Boomers, sadly remember the passing of this great Christmas tradition.


For a video presentation of the Ford Rotunda from the Dearborn Historical Society, view this link: http://vimeo.com/46364168

For more detailed history of the Ford Rotunda, consult this link: http://automotivemileposts.com/autobrevity/fordrotunda.html

Henry Ford's Tough Guy--Harry Bennett

Harry Bennett

Harry Herbert Bennett was born in Ann Arbor, Michigan on January 17, 1892. At the age of seventeen, he joined the United States Navy where he learned the pugilistic arts and became a champion lightweight boxer fighting under the name of Sailor Reese.

Legend has it that sometime in 1916, New York newspaper columnist Arthur Brisbane introduced the twenty-four year-old Bennett to Henry Ford. Brisbane witnessed a street brawl where Bennett came to the defense of a fellow sailor under attack by some local thugs. The naval boxing champion acquitted himself well. When the police arrived, they were going to arrest Bennett, but the newspaper man vouched for the young sailor and he was released.

Brisbane told the young tough he had someone he wanted him to meet. Brisbane was writing an article about Henry Ford for the Hearst newspaper chain while Ford was in New York. They met in Ford's hotel room. Kidnapping wealthy people was on the rise in America and Henry Ford was concerned for the safety of his family. Ford was fascinated hearing about the street brawl Bennett was just in. He asked Bennett if he could handle a gun. He could. Upon the young sailor's discharge from the Navy, Bennett was hired at the Highland Park Ford plant in the art department.

Red-haired Harry Bennett was five feet, six inches tall--built like a fire hydrant and just as strong. He cultivated his tough guy image by wearing a fedora, a hand gun, and a bow tie. People who knew him said he was fearless. With no background in engineering or the automobile business, Bennett rose in five years to become head of Ford's infamous Service Department. He was known within the company as the old man's hatchet man. 

Battle of the Overpass reaching flash point.

The Battle of the Overpass outside the Ford Rouge plant was a defining moment for Harry Bennett and the United Auto Workers (UAW). On May 26, 1937, Walter Reuther, Richard Frankensteen, among other union organizers, were beaten by Ford Service men and dragged and kicked down two flights of steel and concrete stairs. The attack was captured by a Detroit News staff photographer. The next day, newspapers around the world ran the photographs and the story. Overnight, Walter Reuther became the most recognized labor leader in America.

Walter Reuther and Richard Frankensteen

At a National Labor Relations Board hearing held in the summer of 1937, UAW field-organizer Frankensteen testified how Ford's security force assaulted him and Walter Reuther. The labor board found the Ford Service Department had underworld connections with the local Black Hand--a Sicilian gang, and the Dearborn police stood by while the labor demonstrators were beaten. No charges were ever filed.

In 1941, the four-year bloody conflict resulted in the Ford Motor Company (FoMoCo) recognizing the UAW and negotiating their first contract. The Ford executive to sign the contract--Harry Bennett. But this was the beginning of the end of Bennett's tenure with the automotive giant. Henry Ford's wife Clara had as much to do with the contract settlement as anyone. Ford family history notes she threatened to divorce her husband if the labor violence wasn't ended and the contract settled.

Henry Ford II

By 1945, the old man's health and mental state were declining as Bennett maneuvered to gain control of the company. Clara and her son Edsel's widow--Eleanor Clay-Ford--insisted the company remain under family control. Eleanor threatened to sell her stock if her son was not made president. On September 20th, Henry Ford I officially resigned the presidency and nominated his grandson Henry Ford II to replace him. The Board of Directors rubber-stamped the recommendation. Twenty-eight-year-old Henry Ford II was discharged from active duty with the United States Navy to man the helm of his grand sire's company.

Henry's first official act was to fire Harry Bennett. He drove to the Ford Administration Building on Schaefer Road and walked down to the secluded basement office of his late father's nemesis. But Bennett could see the writing on the wall. It was written in dark blue and read Ford.

The former boxer could not resist giving the young Ford a parting shot. "You're taking over a billion dollar organization here that you haven't contributed a thing to?" The rest of the afternoon, the basement was filled with smoke as Bennett burned his records--almost thirty years of company history--the good, the bad, and the ugly.

Henry Ford I

Later that evening, Henry II drove to his grandfather's estate and told him he fired Bennett. The elder Ford's reaction was understated. He simply remarked, "Now Harry is back where he started." 

After his loss of power, Bennett retired to an 800 acre wilderness area outside Desert Springs, California. His last moment in the public spotlight came when he was called to testify in the Kefauver Senate Crime Investigation Committee Hearings in 1951. 

In 1973, Bennett suffered a stroke. In 1975, he entered the Beverly Manor Nursing Home in Los Gatos, California. On January 4, 1979, he died. His death went unreported for a week--the cause was never released to the public.

http://fornology.blogspot.com/2015/10/walter-p-reuther-assassination-attempt.html

Henry Ford Museum Creates Titanic Walk Through Time

When my brother Rick and I were kids in the early Sixties, we used to sneak into the Henry Ford Museum located in Dearborn, Michigan. These stolen moments in this world-famous museum were the most formative of my childhood. The outside of the old museum entrance was a replica of Independence Hall in Philadelphia.

Inside the foyer, there was a wide staircase leading to what amounted to a shrine to Henry Ford that was free. Rick and I would lurk and wait for our chance to slip unnoticed past the often preoccupied ticket takers. Not so easy these days.

Today, the renovated museum has a new entrance with a bookstore and an incredible Imax theater added to the museum complex. Adjacent to the museum is Greenfield Village, an attraction in its own right. It replicates a nineteenth century village with many famous buildings of that era like the Wright Brothers Bicycle Shop and Thomas Edison's workshop, where the electric light bulb was invented.

The indoor museum boasts having the restored bus made famous by Rosa Parks in Montgomery, Alabama. The Henry Ford Museum also has the chair President Lincoln was assassinated in at the Ford Theater in Washington DC. A grim irony is that the armchair is protected behind Plexiglas, and brown drops of the dying president's blood still stain the chair's red upholstered fabric.

Collectively, both museums are known as the Henry Ford.

In memory of the 100th Anniversary of the Titanic's tragic maiden cruise, the Henry Ford Museum has assembled an exhibit that does honor to the memory of those who died so many years ago. If you are in the Detroit area, don't miss this special exhibit.

http://blog.visitdetroit.com/entry/walk-through-titanic-henry-ford-museum.html