Ford’s Expanded Recall a Lesson in Proactive Recall Management

By Mike Rozembajgier

Ford’s initial recall of 150,000 F-150 models earlier this year drew some attention since it was only a fraction of what the National Highway Traffic Safety Administration (NHTSA) had requested. At the time, Ford only recalled select models in an effort to protect customers against potentially defective front-seat airbags, but they have recently expanded the recall to all 1.2 million vehicles originally requested by the NHTSA. The smaller initial recall represents a missed opportunity for Ford to proactively demonstrate its genuine commitment to consumer safety.

As I told the Los Angeles Times, lengthy and expanded recalls of the type Ford is conducting can damage a brand far more than ripping the band-aid off all at once. Companies want to be sure that, to the best of their ability, any recalls are exhaustive and include all products could potentially put consumers at risk. Recalls such as Ford’s that need to be expanded later on draw twice the media attention, regulatory scrutiny, and public outcry than one large, all-inclusive recall.

Toyota for instance, took a far different approach when recalling 2.17 million vehicles to fix problems that could cause accelerator pedals to become stuck. This allowed the NHTSA to close the investigation and prove that the company was responding to consumer safety issues, therefore increasing its transparency. Ford, on the other hand, was relying on positive product reviews, increasing sales, and growing goodwill to get away with a less extensive recall. However, it ended up attracting even more attention from federal regulators and the media down the road.

When dealing with a recall, companies should always err on the side of safety as a way to show concern for consumers and stay in compliance with regulations. Regulators are more concerned about safety issues now than ever before, so it is better to deal with potential safety problems as quickly and effectively as possible. Companies are harshly judged by how recalls are handled – and the effectiveness of their recalls can make or break their reputations. Being over-compliant and proactive is the only successful roadmap to building a rapport with consumers and to protecting the company and consumers alike.

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