When Ford decided to make a new division decades ago, they had to give it a name (alongside the low-end "Ford", middling "Mercury", and high end "Lincoln"). Th

When Ford decided to make a new division decades ago, they had to give it a name (alongside the low-end "Ford", middling "Mercury", and high end "Lincoln"). The first suggestion was old Henry's son Edsel's name. No one liked that so they brainstormed endless names, and brought executives into dark rooms with projectors, flashing one name after another. Eventually they flashed, "BUICK" to see if anyone was awake. Nobody was. Then they asked poet Marianne Moore for suggestions. She came up with such names as "Utopian Turtletop", "Pastelogram", "Turcotinga" and "Mongoose Civique". Eventually they just went with Edsel.