He was second only to Fordington Ford the Fordth, who could actually turn into a '57 Fairlane.
Benson (who certainly became an even greater embarrassment once the Soap butler-turned-governor character came into existence) took the low road of party boy and hot rod enthusiast. He was famously slighted in his father's will, which left him plenty of money, but didn't allow him any voting rights in connection with his Ford stock, probably so he couldn't wield his shareholder power to take over the company and insist on the production of nothing but souped-up Model-Ts run on amphetamines. This didn't sit well with Benson. He started suing the hell out of everyone and took to wearing hidden wires at family functions. He also alluded to a posse that was ready to kill to have him placed on the Ford board of directors. Probably a hot rod gang -- like the gang in the 1958 AIP film Hot Rod Gang.
But that whole agenda got sidetracked when Benson was busted at the San Francisco airport with pockets stuffed full of hash and coke. And also when people started suing the hell out of him for shady dealings. Because people will still do business with a screwed-up kid who took 10 years to finish college as long as he has a famous name.
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As proven by the multiple failures of Count Desmond Chocula Jr.