In '55, The Ford Motor Company, Failing To Divine A Name For Their New Car, Requested The Help Of Prize-winning

A black-and-white photo of the Ford Edsel.
Another photo of the Ford Edsel. A woman leans to its side.

In '55, the Ford Motor Company, failing to divine a name for their new car, requested the help of prize-winning poet Marianne Moore. The resulting flurry of names, while all rejected, make for amazing motor-carriage titles.

The car, eventually, was christened 'Edsel' - it then flopped, and became a symbol of economic failure. Perhaps, while unsuccessful with Ford, Moore's names might have felt more at home with Coupris. A selection:

    November 28, 1955

    Dear Mr. Young,

    MONGOOSE CIVIQUE

    ANTICIPATOR

    REGNA RACER (couronne à couronne) sovereign to sovereign

    AEROTERRE

    Fée Rapide (Aerofée, Aero Faire, Fée Aiglette, Magi-Faire) Comme II Faire

    Tonnèrre Alifère (winged thunder)

    Aliforme Alifère (wing-slender, a-wing)

    TURBOTORC (used as an adjective by Plymouth)

    THUNDERBIRD allié (Cousin Thunderbird)

    THUNDER CRESTER

    DEARBORN Diamanté

    MAGIGRAVURE

    PASTELOGRAM

    I shall be returning the sketches very soon.

    M.M.
    December 8, 1955

    Mr. Young,

    May I submit UTOPIAN TURTLETOP? Do not trouble to answer unless you like it.

    Marianne Moore

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