The word “Ranger” comes into play multiple times during Ford’s reign as one of the top American car manufacturers. The most popular and recognizable forms of the Ranger name come from the Ford Ranger pick-up truck, and the Ranger trim of the Ford Bronco. But, there is a lesser known Ranger that comes courtesy of Ford, and that is the Ford Edsel Ranger.
If you’ve never heard of the now-defunct Edsel division of Ford, you’re not alone. Edsel is a lesser known blip on Ford’s radar, even among car enthusiasts. The Edsel division bears the same name as Edsel Ford, the only child of Ford’s original namesake, Henry Ford. Edsel Ford had much more success than the Edsel line of cars, but that doesn’t mean that gearheads should disregard this short-lived automobile division.
The Ford Edsel line only existed for three short years, and came to be to compete against what General Motors had to offer with Chrysler. In the three years that Edsel existed, they put forth seven different car models. The Ford Edsel Ranger is of those models.
The Ford Edsel Ranger stands out for a few reasons. This full-size automobile was available in multiple possibilities, from a two-door sedan to a four door hard top. And for a Ford-backed V8, there’s a lot to know in this detailed look back at the Ford Edsel Ranger.
Why Did Ford Edsel Flop?
In 1956 Ford launched Edsel, a division of Ford Motor Company. Within three short years, the business shuttered in 1959. The reason for Edsel’s flop is not a straightforward or singular answer but rather several things that came together one by one.
Why did Edsel fail? The answer is different, depending on who you talk to. The general population pinned the styling as the reason for the flop. Edsel's various models just weren't appealing enough - tough break. Marketers cited that Edsel did not know their market, therefore missing the boat on who to sell to and what to show off. Business executives feel the company’s internal management was messy and mishandled. The quote often used in response to Edsel’s failure is “the wrong car at the wrong time” by Polish-born American philosopher Jan Deutsch.
The Ford Edsel Ranger Specs And Features
Despite only having model years of 1958 to 1960, the Edsel Ranger had two generations.
The first generation that covered 1958 and 1959 was available as a hardtop or sedan in either a 2 or 4 door configuration. Buyers had the option of a 3 speed manual or 3 speed automatic. Under the hood, you could expect one of three engines: a 223 3.7 liter Mileage Maker I6, 292 4.8 liter Ford Y-block V8, or a 361 5.9 liter FE V8. There were ample add on features offered like child safety lock covers, air conditioning, seatbelts, and warning lights. Not too shabby for the late 1950s!
For the second generation, there was only a singular model year of 1960. Like the previous generation, the Edsel Ranger was available as a 2 door or 4-door sedan or hardtop, with a special guest. Consumers also had the option of a 2-door convertible. The same engines and transmission types as the first generation were available. The 1960 Edsel Ranger shared many of its parts with Fords. The Edsel Ranger had many similarities to Fords, save for different lights and grilles.
The 1960 Edsel Ranger began production in October 1959, and saw its discontinuation in November 1959. It doesn't take a mathematician to realize that the second generation Ford Edsel Ranger had only one month of production. This meant that only 2,571 cars made it off the production line.
The Rarest Ford Edsel Comes In The Form Of The Edsel Ranger Convertible
Out of the over 2,000 cars that Edsel produced as the 1960 Ranger, things got even more rare. The 1960 Edsel Ranger with deluxe interior and 4-door hardtop was the rarest version. It was also intended to be a Ford Corsair, but under the Edsel name only 76 units came to be. The Edsel Ranger already shared many of the same components and styling from Ford’s offerings, to the point that Ford could shift one of the cars they intended to produce under their name over to the Edsel badge.
If you dream of owning a Ford Edsel Ranger convertible, finding one will be like finding a needle in a haystack. Only 25 of these classic cars have survived until the present day.
How Much Are Ford Edsel Rangers Worth?
Depending on the year and trim of the Edsel Ranger you’re looking to buy, prices can go from around $15,000 to $40,000.
The more coveted 1960 Edsel Ranger convertible will command much more money, and be that much harder to find. For a genuine Edsel Ranger convertible (because for some reason, counterfeits are a thing), you could expect to see prices of at least $100,000.
While the Ford Edsel Ranger may not have been a hit in the past, these cars are a classic still enjoyed today. For the collector that has everything, the rare convertible is a cool part of automotive history, even (or especially) because the Edsel company was quickly defunct.