Disaster in Dearborn The Story of the Edsel

"For those struggling to make sense of the product plan, the corporate culture, the automotive landscape, or how the modern Ford Motor Company came to be Disaster in Dearborn is a good place to start." - Automotive Design and Production "Bonsall's book is sure to appeal to the dedicated car fancier and the armchair historian in all of us." - Road and Track "Thomas E. Bonsall, a veteran author of automobile histories, revisits the scene of [the] wreck and supplies an interesting thesis . . . .Disaster in Dearborn . . . .is lavishly illustrated, with dozens of pictures of real Edsels and sketches of Edsels that might have been." - The Philadelphia Inquirer "Bonsall has not only found new approaches to the subject, but sheds fresh light on the oft-rehashed reasons for the Edsel's death. The book is well written, flows nicely, and artfully mixes personalities and corporate policies. It adds a great deal to our understanding of one of the twentieth century's biggest corporate disasters." - James A. Ward (University of Tennessee at Chattanooga) "Bonsall's success is in an attention to details of development of the car and the book's rich illustrations. . . . These provide the best context for the Edsel story and serve to remind us that our largest companies can at times become hopelessly out of step with their customers." - Library Journal "Easy to read, and packed with many rare photos, Bonsall's book is a must-read for any automotive enthusiast." - Artvoice "With a number of great black-and-white illustrations accompanying this interesting story, Bonsall has created a winning tribute to an unfortunate loser." - Choice