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

Willow Run Bomber Plant Changes Ypsilanti Forever

Original Three-story Ypsilanti Depot Station.

At the turn of the century, before the second World War, Ypsilanti had an active downtown area along Michigan Avenue. Northeast of town, there was a thriving business district called Depot Town.

Depot Town was the area's commercial hub and provided services for weary train travelers. Ypsilanti's three-story brick depot station was ornate compared to the depot in Ann Arbor. In its day, it was said to be the nicest train station between Detroit and Chicago.

The Norris Building built in 1861 was across from the depot on River Street. It was originally supposed to house a retail block on the ground floor and residential rooms on the two upper floors. Instead, the building became an army barracks during the Civil War. The 14th Michigan Infantry Regiment shipped out of Depot Town in 1862, as did the 27th Michigan Regiment in 1863. 

The facade of the historic Norris Building remains on North River Street, despite a fire which decimated the rear portion of this last remaining Civil War barracks in Michigan. Renovated, the Thompson Building as it is now know is an important addition to the Depot Town community.

Michigan State Normal School was located west of Depot Town on West Cross Street and northwest of downtown Ypsilanti. It spawned a growing educational center which later expanded its mission to become Eastern Michigan University. 

Ypsilanti's residential area with its historic and varied architecture filled the spaces between. Surrounding everything was some of the most fertile farm land in the state.

The water-powered age of nineteenth century manufacturing on the Huron River gave way to the modern electrical age of the twentieth century. The soft beauty of the gas light was replaced with the harsh glare of the incandescent light bulb. The times were changing for Ypsilanti--ready or not.

***

The countryside was prime tillable ground with fruit groves scattered about the landscape. Henry Ford owned a large tract of land in an area known as Willow Run, named for the small river that ran through it. The Ford patriarch used the land to plant soybeans, but the United States government needed bombers for the Lend Lease program with Great Britain. On December 8, 1941, one day after the Japanese bombed Pearl Harbor, the Nazis declared war on the United States on behalf of their ally. America was drawn into the second world war.

The Roosevelt administration asked the Ford corporation, now run by Edsel Ford, to build a factory that could mass produce the B-24 Liberator Bomber. Edsel Ford, Charles Sorenson (production manager), and some Ford engineers visited the Consolidated Aircraft Company in San Diego to see how the planes were built. 

That night, Sorenson drew up a floor plan that could build the bomber more efficiently. His blueprint was a marvel of ingenuity, but the Ford corporation made one significant change in his master plan.

The best shape to build a front to back assembly line operation is in a straight line. But to avoid the higher taxes in Democratic Wayne County, the bomber plant took a hard right to the south on one end to stay within Republican Washtenaw County, which had lower taxes. This was at the insistence of Harry Bennett, Ford's head of security who had strong ties to Washtenaw County being a graduate of Ann Arbor High School.

The construction of the plant in Willow Run began in May of 1941, seven months before Pearl Harbor. Legendary Detroit architect Albert Kahn designed the largest factory in the world, but it would be his last project. He died in 1942.

The federal government bought up land adjacent to the bomber plant and built an airport which still exists today and is used for commercial aviation. The eight-sectioned hangar could house twenty Liberators.

***

Soon, workers flooded into Ypsilanti and the rapidly developing Willow Run area where makeshift row housing was hastily constructed. The Ford Motor Company recruited heavily from the South. By March 1, 1943, the bomber plant brought in 6,491 workers from Kentucky. That's when the derisive term "Ypsitucky" was first heard. But Ford recruiters also brought in 1,971 workers from Tennessee, 714 from Texas, 450 from West Virgina, 397 from Arkansas, and 314 from Missouri. In the most demographic shift in the area since the white man drove the red man west, the sleepy farming town of Ypsilanti went from a sunrise-to-sunset community to a three shift, around-the-clock, blue collar factory town. 

Suddenly the area was hit with a housing shortage. Ypsilanti homeowners rented rooms to workers or converted their large Victorian homes into boarding houses. It was wartime and money was to be made. Some families rented "warm beds." One worker would sleep in the bed while another was working his shift, but still there was a housing shortage. Many people slept in their cars until they could make other arrangements. 

Long time residents did not like the changes they saw in their town. The bomber factory workers worked hard and drank hard. Fights broke out in local bars, often over women. Ypsilanti developed a hard edge and a dark reputation.

Because so many men were in uniform serving their country, there was a shortage of skilled labor at first. But then the women of Southern Michigan stepped up big time. To make up the labor shortfall, they donned work clothes, and tied up their long hair in colorful scarves collectively earning the nickname "Rosie the Riveter". It was calculated that by the end of the war, 40% of every B-24 Liberator was assembled by women.

***

Little known factoid: The first stretch of expressway in America was made with Ford steel and Ford cement. It connected workers in the Detroit area to their jobs at the bomber plant in Willow Run via Ecorse Road. It's still there and runs along the north end of the former GM Hydromatic Plant and Willow Run Airport.

***

The Yankee Air Museum housed on the east end of Willow Run Airport was established in 1981 to restore and preserve the almost forgotten history of Willow Run Airport, and to commemorate the achievement of the men and women who helped win the war by the sweat of their brow producing 8,685 B-24 Liberators.

***

Background history of the Yankee Air Museum: http://yankeeairmuseum.org/our-history/

Rosie the Riveter short: https://fornology.blogspot.com/2013/03/rosie-riveter-happy-womens-history.html

The following link has some vintage bomber plant footage: http://www.annarbor.com/news/ypsilanti/pbs-to-air-documentary-about-ypsilantis-legendary-willow-run-b-24-bomber-factory/

Dodge Brothers Stand Up To Henry Ford

Automobile pioneers John and Horace Dodge

John Francis Dodge [October 25, 1864 - January 14, 1920] and Horace Elgin Dodge [May 17, 1868 - December 10, 1920] were born in the era of the horse and buggy, and the marvel of the age, the steam engine locomotive. They were born in Niles, Michgan where their father Daniel Rugg Dodge operated his own machine shop next to his house repairing steam engines for boats and farm equipment. He often had to machine his own custom, precision parts. 

In addition to his sons' traditional book learning, John and Horace learned to operate machine tools under the watchful eye of their father. Both boys were mechanically inclined. The family moved several times before settling in Detroit in 1886 where work in the stove, boiler, carriage, and wagon industries was booming. The brothers apprenticed in different machine shops aound Detroit learning their trade to become skilled journeymen.

In 1892, the brothers began working in Windsor, Ontario, at the Dominion Typograph Company owned by Frederick Samuel Evans. While working for Evans, Horace and John invented and manufactured the enclosed four-point, wheel ball bearing hub for bicycle pedal assemblies which made biking easier and more enjoyable. 

The brothers were granted a patent in 1896 and went into business with Evans to create the popular E&B [Evans and Dodge] bicycle which soon became known as the "Maple Leaf." In 1900, they sold their interest in the company for $7,500. 

With that start-up money, the Dodge brothers were able to open their first machine shop called the Dodge Brothers Company on the ground floor of The Boydell Building at 132-137 Beaubien Street and Lafayette Avenue. They began their enterprise as builders of special machinery and high-speed pleasure craft, but the manufacture of automobile parts and components soon took precedence.

A Detroit Free Press Sunday feature article dated September 1, 1901, proclaimed in its headline "Dodge Brothers Open One of the Most Complete and Modern Machine shops in Michigan. Everything is New and Up-To-Date." 

The Free Press staff writer wrote a glowing description of the factory: "The typical machine shop of the age is dimly lit and litter-obstructed. In contrast, the Dodge Brothers machine shop has an orderly appearance with a thoughtful arrangement of machines to facilitate production and minimize the handling of machine parts, with the greatest ease and rapidity at a fraction of the expense and time employed in the days when hand labor dominated manufacturing [sic]. Machines of the latest design are used intelligently operated by the highly skilled labor force. Their reputation for quality is unequaled."

The Dodge brothers' machine shop soon became busy making precision automobile parts and sub-assemblies like chassis, axles, transmissions, clutches, and complete engines. In 1902, the Dodge brothers signed a major contact with  Ransom E. Olds to produce quality transmissions for his Oldsmobile line. Much to Mr. Olds' chagrin, the contract was not renewed the following year because Henry Ford contracted with the Dodge brothers to exclusively build complete engines and other automobile components in 1903. 

The Dodge brothers agreed to supply 650 Model A engines, transmissions, and axles at $250 each. The added business soon outgrew their shop's floor space, so they built a larger two-story building at Hastings and Monroe Streets in 1906. That space today is the Greektown Casino Hotel parking structure. 

By 1908, they outgrew the Hastings Street facility and began building their own modern factory complex in Hamtramck, Michigan, on sixty-seven acres of vacant land on Joseph Campau Avenue where property taxes were cheaper than in Detroit. 

The four-story, four-building complex contained an extensive machine shop, a power plant, a forging plant, and company headquarters, all with plenty of natural light and ventilation from steel-framed windows. Everything was well-organized in a thoughtful, systematic way. 

The plant came equipped with four cafeterias, male and female restrooms with separate lounges in each, and a well-equipped clinic and first aid center. Automakers from around the world came to see Dodge's state-of-the-art parts factory converted into an automobile plant.

***

Henry Ford

In the beginning, very little of the original Ford Motor Company cars were actually manufactured by Ford, including the bodies, powertrains, and chassis. FoMoCo was essentially an assembly business which subcontracted much of its mechanical work to independent machine and tool & die shops around the Detroit area.

The Dodge brothers became Ford stockholders when they each bought 50 shares in 1902. They paid $3,000 cash and pledged $7,000 worth of Dodge manfactured car parts to help Ford get his fledgling company on its feet. 

It was not long after that when Henry Ford realized what he had done when he signed over 10% of his company's stock to them. The Dodge brothers were double-dipping. On the front end, they made money selling automobile components and parts to Ford, and on the back end, they drew handsome dividend checks based on FoMoCo profits.

In 1905, Ford began producing his own engines and transmissions in a move towards self-sufficiency. In 1910 when Ford sold his Piquette Plant and moved into his newly built Highland Park Plant [the largest auto plant in the world at that time] the Dodges realized it was not in their best interests to remain tied to Henry Ford. 

In August of 1913, John Dodge resigned as Ford vice-president, but the brothers remained on the board of directors. The Dodge brothers announced they would quit supplying parts to FoMoCo, so they could begin producing their own cars. They retained their Ford stock and counted on their million-dollar yearly dividend to help finance their rival operation. 

Henry Ford felt betrayed and vindictive. The embittered industrialist began to squeeze the Dodge brothers and Ford's half-dozen other minority stockholders out of their dividends. He wanted to exercise full control of his company without stockholder interference. 

To make it more difficult for the Dodge brothers to attract and retain workers for their new automobile plant, Henry Ford and his vice-president James Couzens announced on January 5, 1914, that FoMoCo would double wages for their assembly-line workers to five dollars a day. 

The move was touted in the national newspapers as a way for Henry Ford to stabilize the chronic absenteeism and high 300% turnover rate of his workforce with a more dependable worker. Paying out higher wages also made it possible for many Ford employees to buy a car on credit for the first time, a car they had a hand in making.

Consequently, sales and productivity surged. Soon, with efficiency refinements in the assembly line and speeding up the line, the time to produce a Model T dropped from 12.5 hours to 93 minutes. FoMoCo doubled its profits in less than two years. Henceforth, Henry Ford was portrayed as the industrial Moses who led his people into the consumer-driven, blue collar middle class.

But the Dodge brothers and the Wall Street Journal criticized Ford's five-dollar-a-day plan as a stratagem to discourage workers from looking for work at their new Dodge plant where they paid only three-dollars a day. 

Thousands of people came from all over the United States to find work at the Highland Park Ford plant and job riots broke out. Ford Security turned waterhoses on the crowd in bitter cold January weather. FoMoCo was compelled to announce they would hire only workers who lived within the Detroit city limits. 

There were other strings attached to the higher wages, like sobriety which was monitored by the Ford Sociological Department. Rather than deprive the Dodge brothers of employees, the result of Ford's plan left the brothers with their choice of the most qualified people from all over the country.

The next scheme Henry Ford devised to squeeze the Dodge brothers out of his company was offering everyone who bought a Model T in 1914 a $50 rebate check, thus denying the Dodge brothers and the other minority investors millions of dollars of dividends. Each time Henry Ford lowered the price of the Model T, the profit pie shrank accordingly. An increase in sales often made up the difference.

Once again, Henry Ford looked like the Rainmaker to the public. John and Horace Dodge were still on the FoMoCo board of directors and were outspoken in their opposition to Ford's blantant disregard for shareholders' rights which cost the minority stockholders millions of dollars in lost dividends.

To further anger the minority stockholders, Henry Ford announced in August of 1916, that rather than pay out dividends to shareholders, he planned to shut down Model T production to expand his manufacturing capablity and develop a whole new automobile. This move adversely affected Ford dealers nationwide as well as workers and stockholders. 

The Dodge brothers knew what was going on. Ford could not stand anyone stealing his thunder, and the positive media attention the Dodge brothers plant was receiving in the national and international press stuck in Ford's craw. Henry Ford wanted to be the only Golden Boy in Detroit.

Ford quietly began to break ground on an industrial complex along the banks of the Rouge River on a scale the world had never seen. Something that would impress even the most discriminating pharaoh of ancient Egypt, an industrial complex that takes in raw materials at one end and converts them into finished automobiles at the other. Ford's vindictive mind reasoned that turnaround was fair play. FoMoCo helped finance the Dodge factory complex; it was only fitting that they help finance his vision.

Henry Ford's Rouge Plant industrial complex

Ford purchased Dearborn farmland that was over a mile of Rouge River waterfront and a mile and a half wide with his own money. He announced that his Rouge project was a personal one. Ford incorporated a new company named Henry Ford and Son which would produce Fordson tractors. Henry Ford told the press that the Rouge River site would involve "no stockholders, no directors, no absentee owners, and no parasites." This was a direct swipe at the Dodge brothers.

When Ford announced his intention to build his own blast furnace and coke plant to make massive amounts of raw steel, the Dodge brothers knew the Ford tractor plant was destined to mass produce automobiles. The brothers refused to take that lying down. 

On November 2, 1916, the Dodge brothers filed a law suit on behalf of the minority stockholders requesting that the FoMoCo pay out a minimum of 75% of its cash surplus to shareholders, amounting to over $39 million.

After more than two years working itself through the court system, the Michigan Supreme Court ruled in favor of the Dodge brothers' lawsuit. Ford was ordered to pay over $19 million to stockholders with $1.5 million in interest. The money hardly mattered to Henry Ford. As the majority stockholder, he owned 58.5% of FoMoCo stock. His payout was close to $12 million.

Henry Ford was determined to buy out his stockholders, so his company would be 100% family owned. While he and his wife Clara took an extended vacation in Southern California, his twenty-five-year-old son Edsel was entrusted with the task of buying out the minority stockholders. 

The opening bid offered was $7,500 per share. The Dodge brothers knew the bid was undervalued. They negotiated for $12,500 per share. On their original investment of $10,000 in 1902, the brothers made $9.5 million in dividends and sold their Ford stock in 1919 for an additional $25 million, realizing a grand total of $34.5 million.

After the settlement was announced, members of the automobile press asked John Dodge for a statement. "Someday," he said, "people who own a Ford are going to want an automobile." In two short years from 1914 through 1915, the Dodge Model 30-35 touring car ranked second behind Ford in total sales.

A 1915 Dodge four-door sedan used by the United States Army.

 

Dodge cars were clearly superior to Ford's Model T. They had solid all-steel bodies rather than sheet metal fastened to a wooden frame; the Dodge four-cylinder engine developed 35 hp, almost twice that of the Model T's 20 hp; the electrical system was 12 volt, compared to the Model T's 6 volt system; the Dodge car used a sliding-gear transmission, rather than the Model T's old-fashioned planetary transmission; and the stylish body came in a variety of colors, while the Model T came only in black.

By 1920, Henry Ford's protracted battle with the Dodge brothers and his heavy debt load financing the construction of the Rouge Plant left Ford close to bankrupcy.

But Ford's financial problems gave the Dodge brothers little comfort. While attending an automobile banquet in New York City, both brothers contacted the Spanish flu. John suffered for a week before dying at the age of fifty-six on January 15, 1920, at the Ritz-Carlton Hotel with his wife by his side. 

Horace was also critically ill in a room down the hall from his brother, but he recovered in four days. Horace never recovered emotionally from the sudden death of his brother who had been his business partner all of their adult lives.

Eleven months later, while staying at this Florida home, Horace died of cirrhosis of the liver at the age of fifty-two, with his wife and son at his side on December 10, 1920. His married daughter was overseas and could not make it back for her father's funeral.

In 1925, the Dodge widows sold their husbands' company to Dillon, Read & Company for $146 million to become the largest cash transaction in United States history, that is until 1928 when Walter Chrysler purchased the company for $170 million.

Chrysler boasted to the automotive press that the purchase of Dodge Motors was the smartest financial decision he ever made. The mid-priced Dodge fit nicely between  Plymouth on the low-priced end and Chrysler on the high-priced end. Chrysler Motors now took its place among Detroit's Big Three automakers.

The Tragedy of Edsel Ford 

Diego Rivera's Detroit Industry Murals at the Detroit Institute of Arts

The Rivera Courtyard

In 1932, noted Mexican painter and muralist Diego Rivera was commissioned by the Detroit Institute of Arts (DIA) to paint twenty-seven murals including the massive north and south walls of the Roman Baroque Marble courtyard. The original space was filled wih fountains, potted plants, and austere marble pillars. The first DIA director William Valentiner wanted to fill the space with colorful murals representing Detroit's industrial miracle and the workforce that gave life to the assembly line.

When two out of five Detroit autoworkers were out of work during the Great Depression, raising money for public art was a hard sell. Patrons of the arts Edsel Ford, president of the Ford Motor Company, and his wife Eleanor, underwrote the project with $20,000 of their own money to pay Rivera his commission. It was DIA Director William Valentiner, who brought Diego Rivera to the attention of Mr. and Mrs. Edsel Ford.

Diego Rivera and Frida Kahlo

Rivera and his new wife Frida Kahlo arrived in Detroit on April 21, 1932. Rivera spent three months touring the Rouge Plant, the Parke-Davis plant, and Downriver industry including the chemical plants in Wyandotte. He prepared sketches of the entire assembly line process with American Labor toiling at work. FoMoCo's official Rouge Plant photographer aided Rivera in his research, guiding the artist through the company's extensive photographic archive.

Using the Renaissance technique called frescoe, it took expertise and teamwork to grind pigment and paint the wet plaster before it dried. Rivera and his skilled assistants usually began working at noon and ended fifteen hours later, but they finished the twenty-seven panels in eight busy months. Rivera lost one hundred pounds in the process.

North Wall of Rivera Court

The large north wall fresco depicts the manufacturing process of Ford's famous V-8 engine from the steel-making blast furnances in the background to the labyrinth of conveyer belts laden with engine parts awaiting assembly. In the lower right section of the mural, Edsel Ford and Director William Valentiner are overlooking the scene. Rivera followed the fresco tradition of painting the patron(s) somewhere in the work of art.

South Wall of Rivera Court

Likewise, the south wall shows the manufacturing of the exterior parts of the automobile. Again, Edsel Ford and Director Valentiner appear on the right side of the fresco standing in front of a chalk board signifying that Edsel was a car designer and an artist in his own right. Laid out before him on a drafting table are the tools of his trade. Ford and Valentiner gaze into the gallery from the painting.

At the unveiling of the mural, Edsel Ford invited members of Detroit's religious community to comment on the mural. Catholic and Episcopalian clerics condemned the murals as blasphemous, mainly over one panel that was a modern take on traditional Christian images of the Holy Family and the nativity. They considered that panel a parody rather than an homage and demanded the mural be destroyed.

The conservative Detroit News weighed in and called the murals "vulgar" and "un-American", but Ford and Valentiner refused to destroy the epic work of mural art. Some historians suggest that the controversy may have been engineered by Edsel Ford to garner free publicity from the local media.

The first Sunday the Detroit Industry murals were on public exhibit, the bad publicity prompted 10,000 Detroiters to visit the mural to see for themselves. The people of Detroit were in awe of this masterpiece that celebrated the working man. On the strength of the public's response, the Detroit City Council increased the DIA's yearly budget.

In the early 1950s, United States Senator Joseph McCarthy was conducting anti-American hearings in Washington D.C.. Since the 1930s, Diego Rivera had gained notoriety for his Marxist philosophy, prompting the DIA to place a disclaimer at the entrance to the Rivera Courtyard stating that Rivera's personal politics did not take away from one of the crowning achievements of twentieth-century art. The notice defended the artistic merits of the murals while criticizing Rivera's politics.

For the one-hundredth birthday of Diego Rivera during February of 1986, the DIA held a celebration of his work. Of Edsel and Eleanor Ford's four children, only their daughter Josephine bothered to attend, and of their eleven grandchildren, only Benson Ford's daughter Lynn attended.

The murals were Edsel's gift to the city of Detroit, and they form what is considered one of the finest examples of industrial art in the world, worthy of both its creator and his patron. On April 23, 2014, the Detroit Industry murals were designated a National Historic Landmark.

Panoramic View of Detroit Industry Murals in Rivera Courtyard

The Tragedy of Edsel Ford - Death by a Thousand Cuts

Edsel Ford

Unlike Edsel Ford's children, Edsel was not born in the lap of luxury. His father and mother, Henry and Clara, lived on the cusp of poverty while Henry invested every spare cent he could earn at the Edison Illumination Company in Detroit to develop his horseless carriage made of four bicycle wheels, a carriage frame, a tiller steering lever, an upholstered bench seat, and a two-cylinder, four horsepower, chain driven engine. He called his contraption the Quadricycle.

On June 4th, 1896 at the age of thirty-two, Henry Ford took the first of many test drives. Although he had no memory of it, his four-year-old son Edsel took his first ride in a self-powered vehicle. Ford quit his job at Edison in 1899 to focus on building automobiles and formed the Detroit Automobile Company. Two years later [1901], he formed the Henry Ford Company, and two years after that, he founded the Ford Motor Company [1903]. While Henry struggled to dominate the early automobile business, he and Clara lived in twelve different places before he had Fair Lane manor built in 1913 through 1915. Edsel was in his early twenties when the mansion was completed.

Ford's original quadricycle

Although his parents doted on him, Edsel's home life was anything but stable. As a child, Edsel went to a private grammar school in Connecticut and then attended Detroit University School, a local private college preparatory school. The family company was the most stability Edsel had in his young life. He grew up with the Ford Motor Company (FoMoCo) and would hang around the design and pattern shops on his school vacations where he became acquainted with master model-maker and Ford engineer Charles "Cast Iron Charlie" Sorensen. Sorensen, who over the course of his forty-year career with Henry Ford and his company, would become young Edsel's lifelong friend and mentor.

Rather than take the next step into a university education, Edsel made the decision to enter the family business at age eighteen. I'm sure his father prompted him to make this decision. Henry Ford was a no-nonsense, self-made man who was distrustful of university educated types. All of the early, key people in the company had come up the hard way like Ford did. But rather than break Edsel in on the grimy foundry floor or the assembly line, Ford sent his son to work in the business end of the operation in financing. Edsel never dressed less than sartorial [well-tailored]. His personal taste in clothing was impeccable in stark contrast to those he worked with, but his work ethic and integrity soon won over most people.

In 1915, James Couzens resigned as secretary/treasurer of FoMoCo in protest of Henry Ford's public, pacifist statements and pro-German sentiments while on a European "peace ship" mission. Edsel was the heir apparent and succeeded Couzens becoming the company's first finance director--a title made especially for Edsel. His father did not like titles for his excutives and preferred they be called simply "Ford Men." Henry Ford felt he could utilize and control them better if there was ambiguity in the management ranks.

The company's great chain of being had room for only one person at the top--Henry Ford. Despite that, Henry stepped aside in 1919, and Edsel became the president of the company while Henry remained on his company's board of directors. The elder Ford held over 50% of the company's stock. That was his trump card. With his son, Henry began a secret project which resulted in the development of a small block V-8 engine and the Model A, which saved the company from bankrupcy and the General Motors Corporation whose Chevrolet division was eating away at FoMoCo's dominance in the low priced market.

Here is where the plot thickens: A year after Edsel's management promotion, he married Eleanor Lowthian Clay [19], a socialite who was the niece of J.L. Hudson, the department store founder. The newlyweds did not want to live at the Fair Lane manor with Edsel's parents. The elder Fords were crestfallen. They had Fair Lane built especially with the thought of keeping Edsel under their wing. The manor was built near the banks of the Rouge River with a built-in swimming pool, a game room, a bowling alley, a billiards room, a boathouse, and a riding stable all designed with their son in mind.

According to Charles Sorensen in his autobiography My Forty Years with Ford, "Father and mother wanted to keep their only son close to them and guide his every thought.... Like all normal young people, Edsel wanted to be on his own to see and experience the world." Important people began to admire and respect the young executive which rankled his father who was jealous of anyone who seemed to wield influence with his son. "Henry Ford's greatest failure was expecting his son to be like him," Sorensen wrote. "Edsel's greatest victory, despite all obstacles, was in being himself."

The Edsel Fords made their first home in Detroit's Indian Village neighborhood on Iroquois Street where all four of their children were born: Henry II [1917], Benson [1919], Josephine [1923], and William Clay [1925]. In 1929, the Edsel Fords moved to Gaukler Point in Grosse Pointe with 3,000 feet of shoreline on Lake St. Clair and a walled-off, massive estate. Grosse Pointe was where wealthy and influential Detroiters lived, some residents with ties to Ford's arch competitor General Motors.

Henry II [the Deuce], Benson, Josephine, William Clay

The Henry Fords were nonsmoking teetolalers who disapproved of rumors of Edsel's riotous living, like attending cocktail parties and joining a country club. Edsel was being surveilled by Harry Bennett's men. It was being reported that Edsel was being corrupted by alcohol. The Edsel Ford's always kept a fully stocked bar in their home, even during Prohibition. Henry was distrustful of Edsel's new friends in Grosse Pointe, but Edsel chose his own friends and adopted a modernist sensibility apart from the fundamentalism of his parents.

With the help of his wife Eleanor, Edsel educated himself in the arts and literature and became an art collector. In contrast, Henry Ford was raised a farm boy with a sixth grade, rural education who was fond of saying, "A Ford can take you anywhere, except into society." He was wrong. This was the beginning of a serious riff between Edsel and his father.

Henry Ford put his controversial henchman Harry Bennett on Edsel's neck to disabuse him of the notion that he was actually the president of FoMoCo. It was clear to everyone that Edsel wore the mantle, but his father was the power behind the throne. Edsel had the title but not the scepter that went with it. Sorensen noted that "Henry could not let go, and Edsel did not know how to take over."

Harry Bennett with Henry Ford

Edsel always deferred to his father's edicts and allowed him to trample on his dignity, first with the company and later by tampering with the private lives of Edsel's family and inlaws, usually through the efforts of Harry Bennett. The elder Ford was primarily responsible for crushing his son's spirit. Ford believed his son was weak, and he blamed himself for overprotecting Edsel with the "cushion of advantage." For the sake of the company, Henry felt he needed to toughen the boy up.

Of his many transgressions against his son, the elder Ford found fault with anything Edsel wanted to do to make FoMoCo more competitive. Edsel wanted to modernize the company with college-educated executives, but Henry would not stand for that. He wanted his executives to start at the bottom and work themselves up the corporate ladder.

In 1919, Henry Ford bought the Dearborn Independent newspaper. At his personal direction, Ford instructed his editor William Cameron and his FoMoCo administrative assistant Ernest Liebold to begin a journalist rampage against the Jews and the International Banking Conspiracy. Edsel had many Jewish friends and implored his father to shut down his antisemitic screed. To compound matters, Henry Ford required his dealers to include a copy of the newspaper in every new vehicle sold resulting in lost sales. American Jews would not be caught dead buying a Ford car.

In 1922, many of the articles were compiled into a book called The International Jew, which sold well in the United States and found an enthusiastic audience in Germany. Thirty-three-year-old German militant Adolf Hitler kept a well-read, dog-eared copy of the book on his desk and had a signed photo of Henry Ford on the wall of his office. After losing a very public and expensive lawsuit, Henry Ford was forced to shut down the paper in 1927, but the damage had been done, much to the personal embarrassment of Edsel and Eleanor.

Another tramatic event for FoMoCo was the Battle of the Overpass on May 26, 1937 between underworld thugs hired by Harry Bennett and the United Auto Workers (UAW), who were distributing pro-union literature on the Miller Road pedestrian bridge leading into the Rouge Plant. Detroit News photographer James J. Kilpatrick, snapped a few quick photos and jumped into a waiting car to avoid a beating and a busted up camera. The photos appeared in the evening edition of the Detroit News, and by morning, it was picked up nationally and internationally.

Edsel was struggling with his health and wanted the company to settle the contract which had already been settled at General Motors and Chrysler Corporation. Henry Ford wanted to dig in and bust more heads. He gave Harry Bennett free reign and unlimited funds to break the UAW, which Ford believed was communist-inspired socialism. Clara Ford summoned Charles Sorensen to Fair Lane to ask, "Who is this [Harry] Bennett, that has so much control of my husband?" She did not like what she heard from Sorensen.

Clara Ford threatened her husband Henry with divorce and selling off her FoMoCo stock if a contract settlement was not reached immediately. That got the old man's attention, but Edsel was in no condition to negotiate, so in a stroke of twisted irony, Ford had Harry Bennett represent the company and settle the contract.

Clara Bryant Ford

In another blunder of epic proportions, Henry Ford was awarded the Grand Cross of the German Eagle for his 50th birthday in 1936 as a token of Adolph Hitler's admiration. The medal made of gold was replete with four Nazi swastikas. Mindful of its propaganda value, Hitler's two German representatives stood on each side of Henry Ford with the medal hanging prominately around his neck and had a publicity photo taken. The photo appeared in newspapers worldwide. Ford appeared sympathetic with the Nazi cause in Europe, prompting many Americans to again question whose side Ford was on and consequently losing FoMoCo business. Edsel Ford pleaded with his father to denounce Hitler publicly, but he would not relent.

Edsel was friends with Democrat President Franklin Delano Roosevelt, who Henry Ford despised as a socialist. When President Roosevelt asked Edsel Ford to get behind the World War II war effort, Edsel agreed to put the might of FoMoCo behind the war effort and vowed to do anything he could. Henry did everything he could to undermine the Willow Run bomber project fearing the government would take over his company, but after Hitler invaded Poland, Ford was forced to admit that Hitler was a dictator and enemy of the United States.

Along with plant manager Charles Sorensen and architect Albert Kahn, Edsel Ford dedicated the last years of his life to designing and constructing the largest bomber plant in the world which became the cornerstone of the United States' Arsenal of Democracy. The stress and strain of the job and the harassment by his father and Harry Bennett finally caught up with Edsel. In January of 1942, Edsel was operated on for stomach ulcers. The elder Ford believed his son only needed to "change his way of living." He thought his chiropractor could cure him. When surgeons opened Edsel up, they discovered incurable metastatic stomach cancer. Edsel Ford hung on for eighteen months but died at one-ten a.m. on May 26, 1943 from cancer and undulant fever brought on by drinking unpasteurized milk from Ford Farms.

B-24 Liberator Bomber

Although Edsel did not live to see the end of World War II, his boast of producing a complete B-24 bomber every hour was achieved. The Willow Run Bomber Plant and adjoining airport represent Edsel's greatest achievement against overwhelming odds where the stakes could not have been higher. His father's fame plateaued after the construction of the Rouge Plant; Edsel's fame rests squarely upon the miracle of the B-24 Bomber Plant. The elder Ford may have put America on wheels, but his son was instrumental in making the world safe for democracy and preserving the American way of life.

The Willow Run Story 

1930 Lincoln Phaeton Hamtramck Garage Find

1930 Lincoln Dual-Cowl Sport Phaeton Limo and its proud owner.

A photograph of a 1932 Detroit Police Lincoln Phaeton squad car caught the eye of one of my readers in my crime history The Elusive Purple Gang: Detroit's Kosher Nostra . Bill (last name withheld) emailed me with an interesting story about a 2005 garage find of a 1930 Lincoln Phaeton Dual-Cowl limousine with 70,000 miles on it which he found in Hamtramck, Michigan. The limo was covered with a canvas tarp and buried under an avalanche of trash for over fifty years.

The car's owner Bruno Rusniak bought the car when he was twenty years old in 1940. When Bruno died in 2004, his sister Lucille liquidated her brother's estate and sold the long-neglected car to Bill. The provenance of the car is interesting, but no less fascinating is the background of the Lincoln Motor Company and their Deluxe Dual-Cowl Sport Phaeton model.

***

Cadillac Motor Car founder Henry Leland left General Motors (GM) in 1917 to build Liberty V-12 aircraft engines with government funding for the World War I war effort. With the help of Ford, Packard, Buick, and other auto manufacturers, 20,748 Liberty engines were mass produced. After the war, surplus Liberty engines were adapted for hydroplane racing and luxury runabouts. Some used by smugglers during Prohibition.

At war's end, Leland with the help of his son reorganized his company and named it Lincoln Motor Car Company. On September 16, 1920, his first Lincoln L-Series, four-door, three-speed manual transmission car was built in his Dearborn, Michigan factory. The start-up company struggled in the competitive marketplace and had trouble fulfilling orders. Leland's stock holders were unhappy and his company went into receivership in 1922.

Edsel Ford

Only one offer was made to purchase Lincoln Motors. Ford Motor Company (FoMoCo) bought Lincoln for the bargain price of $8,000,000. Henry Ford's only son Edsel was made president of the company. By 1923, Edsel and his general manager Ernest C. Kanzler were able to trim manufacturing costs by $1,000 per car, and the company began posting a profit for the first time.

Edsel was a forward-looking Ford with a flair for automotive design and modern management. When the Lincoln nameplate began earning money, Ford's Lincoln Motor Car Division introduced a two-passenger roadster, a seven-passenger touring sedan, and a five-passenger limousine. Lincoln Motors (FoMoCo) competed against Cadillac (GM), Auburn-Cord-Duesenberg, Packard LeBaron, Pierce-Arrow, and Rolls-Royce in the stand-alone, luxury car market.

Lincoln Greyhound Hood Ornament

 

In 1924, the Lincoln L-Series became popular with police departments across the country in a model called the Police Flyer. They were equipped with Ford V-8 engines, brakes on all four wheels, 7/8" bulletproof windshields, and mounted spotlights on the left and right sides of the car near the windshield operated from handles inside the car. Police sirens and gun racks were also fitted to the Police Flyers making them much sought after, state-of-the-art patrol cars.

Another great stroke for the Lincoln L-Series was when a Lincoln became the first state limo in 1924--used by President Calvin Coolidge. The Lincoln Phaeton Dual-Cowl (front and rear seat windshields) limousine is the car that polio-stricken President Franklin D. Roosevelt used on the campaign trail so he could appear before crowds without leaving the vehicle. The car became known as the Sunshine Special because of its retractable convertible top. President Truman used the same car until it was retired in 1948.

Franklin Delano Roosevelt

Today, the Sunshine Special is on display at the Henry Ford Museum with other famous presidential cars. Lincolns were the official state limos until 1993 when Cadillac became the presidential state car.

*** 

After Bill removed the clutter around and on top of his garage find, he rolled the car out onto the driveway and into the sunlight to get a better look. The Phaeton's original colors were blue with black fenders, but at some point the car underwent a hasty do-it-yourself paint job. Bill also discovered that the car had a smashed fender, other rear end damage, and several bullet holes in the aluminum body work. After rummaging through the limo's interior, he found a canvas bag from the Federal Reserve Bank of Chicago in the back seat.

Extensive rear end damage on aluminum body.

The elderly sister of Bruno Rusniak told Bill that her brother was pulled over by the Detroit Police one evening for some unspecified reason. Rather than be subjected to a search, Bruno shifted the 4,920 pound car into reverse and slammed into the front fender of the squad car disabling it. Then, he sped home, drove the car into his garage, and pulled a tarp over it. There it sat for decades until his passing.

Bill contacted me to find out if the name Bruno Rusniak ever came up in any of my Detroit underworld research. He sent me a copy of the car's registration and Bruno's death certificate. I searched and found nothing about his involvement in the rackets, but for the record, Bruno lived his whole life at 5582 Caniff in Hamtramck. He served in World War II as a mechanic which became his life's work. Bruno died from a variety of heart ailments on November 25, 2004 and was buried at Mt. Olivet Cemetery in Detroit.

After sheet metal repairs and straightened frame cradling a new gas tank.

As fate would have it, the new owner Bill is also a mechanic and a car enthusiast. After shipping the car to his garage, he changed the spark plugs, belts, and fluids, put some fresh gasoline in the tank, and sprayed some ether into the carburetor. The car started right up. Body shop repairs were made and new 7.00 x 20, six-ply whitewall tires were mounted. The Lincoln Deluxe Dual-Cowl Sport Phaeton limo is once again roadworthy.

Much to my surprise, Bill asked if I would like to take his classic car out for a drive the next time I'm in the Detroit area. That is an offer I can't refuse.

FoMoCo's Edsel Car Disaster 

Ypsilanti History--The Boom and the Bust Years

In 1851, frontier downtown Ypsilanti burned down and was rebuilt with red common brick. By the late 1880s, many Michigan rural communities began erecting ornate water towers responding to their increasing populations and industrialization after the Civil War. Sanitation and drinking water improved, while increased water pressure made fire-fighting more responsive and successful.

Ypsilanti Water Tower - 1889

These nineteenth century water towers were landmarks and symbols of civic pride, but none was as iconic as the Ypsilanti Water Tower, built across from Eastern Michigan University on Ypsilanti's highest point. This public-funded water supply system took only ten months to build and was finished in February 1890. It consisted of seventeen miles of feeder pipe, one hundred and thirty-two fire hydrants, a pumping station, and a one hundred and forty-eight foot tall tower. The octagonal cupola on top was removed in 1906 because of fears strong winds might undermine it and send it toppling below.

At the turn of the twentieth century, Ypsilanti was a thriving farming community surrounded by thousands of acres of fertile land under the plow. The area was also known for its orchards and wooded tracts teeming with wildlife. The city boasted having some of the best representations of Victorian architecture in Southeastern Michigan. The town prospered. 

Daniel Quirk mansion today.

World War I transformed America overnight from a rural farming country into an urban one. When the weight of the Great Depression hit the heartland, many of the family farms in Ypsilanti fell into disrepair or were simply abandoned. In fundamental ways, Ypsilanti was a microcosm of the American economy. Its fortunes waxed and waned with those of the country. Things were tough all over.

With another World War looming, automobile magnate Henry Ford and his son Edsel did their part for the war effort by quickly building the world’s largest and most modern airplane factory. The Willow Run B-24 Liberator Bomber Plant was built on orchard land just east of Ypsilanti owned by the Ford family.

After the Japanese attack on Pearl Harbor on December 7th, 1941, the United States experienced a wave of patriotism, and Ypsilanti was no different. There was yet another drain of manpower for the war effort—the second time in twenty-seven years. Another generation of Ypsilanti’s young men answered the call to serve their country.

At peak production, the Willow Run plant could produce one plane every hour.

But that left Henry Ford desperate for workers to run the Willow Run B-24 bomber plant, so the company recruited heavily from the South to help make up the manpower shortage. By March 1, 1943, 6,491 came from Kentucky, 1,971 from Tennessee, 714 from Texas, 450 West Virgina, 397 from Arkansas, and 314 from Missouri. In the most dramatic demographic shift in the area since the white man drove the red man west, Ypsilanti went from a rural sunrise-to-sundown farming community to a round-the-clock factory town. To make up the rest of the labor shortfall, hundreds of local women stepped up to fill jobs collectively earning the nickname "Rosie the Riveter."

Ypsilanti became a boom town overnight. Suddenly, downtown was beset with unattached men who had money in their pockets looking for a good time—some were single and some were not. Michigan Avenue bars did a box office business attracting thirsty and bored customers from the plant.

Because the bomber plant ran three shifts, the bars had customers all day long. Drunken brawls were not uncommon among rowdy plant workers, but problems also broke out between the workers and townspeople--often over women.
This tense atmosphere gave downtown Ypsilanti an edge changing its character.

Residents bemoaned the changes to their town and called the newcomers Ypsituckians--a nickname offensive to many. The east side of town quickly became the blue collar residential area, as it was nearest to the bomber plant.

Because of the immediate need to house these men, some residents rented out bedrooms in shifts. Many of the beautiful old period homes were subdivided into small apartments or became boarding houses. In Willow Run, barracks-style housing was hastily thrown up to address the desperate situation. Some people worked double shifts and lived out of their cars until they could get situated.

Thirty-fourth President of the United States

Almost as quickly as they began, the boom days ended when the war did. Ypsilanti went into a postwar, economic slump. In 1956, the Dwight D. Eisenhower administration established the Federal Interstate Highway System. I-94 was built a mile south of downtown Ypsilanti. This changed traffic patterns and hurt the Michigan Avenue main street business community. By the 1970s, downtown Ypsilanti and Depot Town showed signs of decline.

More details about Ypsi's Water Tower: http://www.mlive.com/news/ann-arbor/index.ssf/2014/02/ypsilanti_water_tower_named_in.html