THE FORD EDSEL by Peter F. Drucker

“The Ford Edsel holds . . . a lesson. All the quantitative figures that could possibly be obtained were gathered before the Edsel was launched. All of them pointed to its being the right car for the right market. The qualitative change—the shifting of American consumer-buying of automobiles from income-determined to taste-determined market-segmentation—no statistical study could possibly have shown. By the time this could be captured in numbers, it was too late—the Edsel had been brought out and had failed.”

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THE FORD EDSEL by Peter F. Drucker

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