New Survey Shows Serious Problems for Firestone and Ford

4 September 2000

New Survey Shows Serious Problems for Firestone and Ford; Respondents Lack Confidence in Company Products

    DALLAS--Sept. 1, 2000--Despite millions of dollars spent on recalls and advertising, both Ford and Firestone have a long way to go before they win back consumer confidence, according to recent survey.
    Only 20% of respondents said they would buy a Ford vehicle with Firestone tires. Only 30% said they would buy any make of vehicle with Firestone tires.
    The independent survey was conducted on Aug. 28 by i.think inc. of Dallas, which specializes in Web-based surveys for advertising agencies and businesses.
    A complete list of respondent's comments is available.
    Only about one quarter of those polled (26%) said they thought Bridgestone/Firestone had acted responsibly and done all it could to correct problems with tires on Ford vehicles. Ford, which has taken a more proactive approach to the issue, fared better, with 42% of respondents saying the company had acted responsibly.
    Many consumers surveyed on the Firestone/Ford issue said the companies did not act quickly enough to spot the problem, and many were critical of the decision not to launch an immediate nationwide recall. A typical survey comment read: "They have lost the trust of the American public by hiding the issue." Another wrote, "I doubt the families of Firestone or Ford executives are still driving on those tires."
    "Web-based surveys are a new, faster way for companies to measure public opinion about issues ranging from advertising to Web sites and current events," said Beth Mack, founder and president of i.think inc. "This survey took less than 24 hours, and it provides an excellent snapshot of public opinion on a timely issue."
    Because they are cost-effective, Web-based surveys allow companies to check and adjust their reactions to various events without making major expenditures. By quickly providing information that is crucial to decision-making, the surveys can also help prevent costly mistakes or identify new business opportunities.