With the postwar economy booming, Ford saw a need for a new automobile to fit between its low-priced Ford and mid-priced Mercury brands. Edsel, named for former Ford Motor Company president Edsel Ford, was launched with great fanfare in 1957. But an ill-timed recession and the car's unconventional styling, among other factors, resulted in poor sales. Edsel was discontinued after the 1960 model year.