At the formal premiere of Ford's new Edsel in Detroit last week, Chairman Ernest R. Breech let the first cat out of the. Big Three bag on a subject everyone has been wondering about: the price tags on 1958's cars. Ford's prices, said Breech, are going up. Best guess: an average boost of $100 per car. The main reason is that "the public apparently desires significant changes every year," as Ford discovered in 1956, when General Motors' heavily facelifted Chevrolet left the competition far behind. To win its current lead in 1957, Ford spent a staggering $608 million on...
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