Edsel Inc. was an auto watchdog group in 2015. Its vice president was Maynard Hornbuckle III, the person behind the auto rebels group. According to the news story Auto rebels form organization by Steven Anderson, which appeared on the front page of the October 22, 2015 issue of USA Today, its aim was to encourage United States citizens to boycott automakers and refuse to buy a new automobile for the next three years, because Hornbuckle felt that car owners were not getting the value they deserved and the cost of owning and operating a family car was "absolutely astronomical".