Word: forde
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...rupture split two companies that have been joined at the hip since Henry Ford and Harvey Firestone went camping together in the early years of the 20th century. "All this does is make both look less responsible to the public," says Jim Wangers of Automotive Marketing Consultants Inc. in San Diego...
...also speaks volumes about where these two archetypes of American industry stand. Bridgestone may be willing to send the Firestone brand on the road to extinction. Yet Ford is in the midst of an ambitious strategy to reinvent itself as the automobile industry's most socially and consumer-conscious force. Ford has staked its future on honesty. "The reason that they are spending so much money on this is that their credibility is at stake," says Merrill Lynch analyst John Casesa. "They are hoping that this obsessiveness now will in the end benefit the company...
Nevertheless, Ford continues to struggle to recover from doubts about the safety of the Explorer that were raised during last year's recall--an effort that was hardly helped last week when the automaker had to call back 47,000 of the 2002 Explorers to replace tires that were slashed on Ford's assembly line...
...Ford announced the recall as the 2002 Explorer--loaded with incentives for current Explorer owners--rolled into dealer showrooms. In advertising the new model, Ford touts a "new level of safety," and well it should. Lower and 2 1/2 in. wider than its predecessor, the new SUV is in many ways the culmination of battles that Ford engineers fought out in documents assembled in connection with investigations and lawsuits. Billed as the "all-new 2002 Explorer," it incorporates design improvements that Ford rejected more than a decade...
...Ford Goes Green