 Under Breech's plan Mercury would move upmarket and compete more directly with Buick, Oldsmobile, Chrysler and DeSoto and the Edsel would take over Mercury's previous role as the lower-medium-priced car and compete more directly with Pontiac and Dodge.While Breech’s plan could have succeeded in the early 1950s, by the late 1950s the bottom was beginning to drop out of the middle price car market; the 1958 recession effectively rendered Breech’s plan obsolete.Sales of Ford’s Edsel marque were a complete disaster.