The Firestone Tire Controversy
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“This is a test of character for Jac. He's been saying we are a consumer focussed company, and the way he handles this will determine his credibility going forward - both internally and externally.”
- A Ford insider, commenting on the Firestone tire controversy (Fortune, September 18, 2000).
“Firestone is dead brand driving.”
- Jack Trout, Consultant, Trout & Partners, a marketing strategy firm, commenting on Firestone's brand image after the tire recall.
In August 2000, Firestone amid concerns over tread separation, accidents, injury and death announced a voluntary recall of all Radial ATX and ATX II and Wilderness AT tires.
1] The US Federal agency entrusted with powers to investigate safety defects in vehicles.
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