# The Ford Cardinal: The Compact That Never Took Off in America
In the late 1950s, the American automotive industry was largely ruled by the Big Three—Ford, General Motors, and Chrysler. However, a small yet significant threat was emerging: foreign manufacturers, especially Volkswagen, which saw its Beetle gaining momentum in the U.S. By 1957, Volkswagen had achieved the milestone of selling its millionth car, with 36,000 units sold in America, making it the brand’s top export destination. Ironically, Ford had the opportunity to acquire Volkswagen’s damaged assets for free post-World War II but turned it down, deeming the prospect insignificant.
As imports like the Beetle and Renault Dauphine endeared themselves to American buyers, Ford recognized the need to react. The outcome was the creation of a compact, front-wheel-drive vehicle, the **Ford Cardinal**, aimed at rivaling the Beetle. Yet, despite its potential, the Cardinal never made its debut in the U.S. Here’s the tale of the car that might have been Ford’s solution to the Beetle and the reasons it never came to fruition.
## The Emergence of Foreign Imports
By the late 1950s, foreign manufacturers were significantly penetrating the U.S. market. Although American brands attempted to produce smaller cars, like the Nash Rambler and Hudson Jet, these vehicles either floundered or didn’t generate the same enthusiasm as their European rivals. It appeared that Americans weren’t opposed to small cars—they simply favored those coming from Europe.
Between 1949 and 1957, the registration of foreign cars in the U.S. surged from 12,000 to 207,000 units, with estimates indicating the figure could climb to 625,000 by 1961. The Volkswagen Beetle stood out in this increase, presenting a compact, efficient, and cost-effective alternative to the bulkier, fuel-inefficient American vehicles of the era.
## Ford’s Reaction: The Falcon and the Cardinal
In 1960, Ford unveiled the **Falcon**, a compact model aimed at contending with the rising number of imports. The Falcon was a hit, achieving sales of 417,174 units in its debut year. However, President Robert McNamara felt the Falcon was still too large to directly compete with the Beetle and Renault Dauphine. He envisioned a smaller car that could genuinely take on the European imports.
This led to the creation of the **Ford Cardinal**. Designed to be more compact than the Falcon, the Cardinal emphasized efficiency and affordability. It was part of Ford’s larger strategy to develop a “Segment 1” vehicle that could be marketed in both the U.S. and Europe, utilizing interchangeable components to minimize costs.
## Designing the Cardinal
By June 1959, work on the Cardinal’s engineering was progressing rapidly. The car measured 160 inches in length and 61.9 inches in width, with a 97.5-inch wheelbase—almost equivalent to the Beetle and surpassing the Renault Dauphine in size. Furthermore, the Cardinal offered a more spacious cargo area than both the Beetle and Dauphine, adding practicality for American families.
Under the hood, the Cardinal was equipped with a 1.5-liter, 60-degree V4 engine, sourced from Ford of Germany, powering the front wheels. It was projected to achieve 27 miles per gallon, comparable to the Beetle’s 26.6 mpg and superior to the Falcon’s 22 mpg. The engineering behind the Cardinal was advanced for its time, featuring front-wheel drive and a compact design that positioned it well in the small car segment.
## The Cardinal’s Downfall
Despite its promising features, the Cardinal encountered numerous obstacles. Primarily, its production in the U.S. was more costly than in Europe due to elevated labor and parts expenses. Ford anticipated that the Cardinal would wholesale at $1,306—just $8 above the Beetle but considerably higher than the Renault Dauphine. Moreover, the projected retail price of $1,700 was deemed excessive by Ford executives, especially in light of the Beetle’s lower cost.
In 1960, McNamara transitioned from Ford to become Secretary of Defense under President John F. Kennedy, with **Lee Iacocca** stepping in as Ford’s new president. Iacocca was not a supporter of the Cardinal, viewing it as too diminutive for American preferences and lacking the appealing design necessary to attract younger consumers. He famously labeled the Cardinal a “loser” to Henry Ford II, warning that its launch could lead to disaster for the company, particularly following the recent failure of the Edsel.
In March 1962, Ford officially terminated the Cardinal project, despite having poured $35 million into its development. The company issued a press
