|
FOR IMMEDIATE RELEASE:
AMERICAN CONSUMERS BELIEVE FIRESTONE KNOWINGLY
PUT THEIR LIVES AT RISK
In a new survey of more than 1,000 consumers, more than half (51.3%) believe Firestone knew their tires had design flaws that led to traffic accidents and fatalities. The new survey, conducted by America�s Research Group (ARG), also reveals that 62.9% of buyers will not be purchasing Firestone tires in the future. �This should be devastating news for Firestone,� says ARG Chairman, C. Britt Beemer. �We do a lot of surveys about consumer concerns. This story just wouldn�t go away, and we wanted to know how serious the fallout for Firestone might be. This survey clearly shows that Firestone has lost one third of its business�which is a strong indicator the company will probably be out of business in the not-too-distant future.�
Britt Beemer continues: �Clearly consumers feel Firestone betrayed their trust. While 59.7% of consumers polled felt that Firestone is currently working hard to replace these defective tires, 72% say trust has become a more important component in their purchasing decisions in the future. This survey revealed other issues of concern to consumers in connection with the unfolding Firestone tire scandal:
�Ford didn�t entirely escape the wrath of consumers in our survey,� says Beemer. �Nearly 38% felt that Ford did know about the defective tires, and 50% of them believed that Ford was willing to let their customers die rather than announce a recall. At a time when consumers say reputation and trust are important, Firestone may have committed the unpardonable sin. We�ve seen executives stumble time and time again over recall issues concerning public safety. It may take the closing of a high profile brand such as Firestone to convince big business that it�s better to pay the piper the moment the problem arises. Recalls are expensive. But think how much more has been lost through their callous indifference.� C.Britt Beemer is Available for Interview America�s Research Group, Ltd. (ARG), is a full service consumer behavior survey research company with more than 20 years experience. ARG has interviewed more than 4 million consumers. Utilizing both quantitative and qualitative research, the firm works with clients to develop practical and successful marketing strategies for pace-setting companies in the fields of home furnishings, appliance and electronics retailing, banking and finance, automobile dealers, department stores, specialty and mass merchants. Clients include Sealy Mattress, Barnes & Noble, AT&T; Wireless, Eckerd Drugs, Broyhill Furniture, Thomasville Furniture, American Eagle Outfitters and many others. ARG claims a plus or minus 3.8% accuracy. |