Unfortunately for Firestone the problem seems to be more systemic than merely driver error, or similar recalls would occur as often with rival tire manufacturers.
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| "Regardless of mileage or remaining tread," the tires will be replaced at no charge announced Bridgestone, Firestone's parent company. (Photo: Ford Motor Company of Canada) |
Firestone has stated that it will notify its customers by mail beginning by the week of March 8, 2004. Expedition owners who feel they are affected can also bring their vehicles to Ford, Lincoln Mercury or Firestone dealers for a tire inspection, and if deemed necessary get replacement tires at no charge. The Bridgestone announcement stated that all affected tires need to be replaced "regardless of mileage or remaining tread."
If demand initially outstrips supply and affected tires display irregular wear, noise, or vibration, dealers have been instructed to provide rental cars to affected customers until their cars can be fitted with new tires.
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| After nearly facing bankruptcy from the major recall campaign from a couple of years ago, will this new problem finally cause Bridgestone to pull the plug on the Firestone brand? (Photo: Ford Motor Company of Canada) |
Firestone, as a brand, was nearly discontinued after putting Bridgestone close to bankruptcy during the previous recall, with the parent company only deciding to keep the Firestone name as announced on December 12, 2002. But while the current recall in no way helps the beleaguered brand's public image the affects won't be nearly as devastating to their bottom line.
How bad was it? The net loss at what was then Bridgestone/Firestone Americas Holding Inc. more than tripled in 2001 due to the recalls, lawsuits and restructuring. The $1.67 billion loss, reported in February, 2002, was also the result of lower than usual Firestone branded tires. Actual numbers of unit sales of replacement tires plummeted by 42 percent during calendar year 2001 while revenue dropped 2.3 percent to $7.375 billion.