It is highly unexpected that Ford, a long-established organisation with global reach and supposedly the best skills when it comes to crisis management relating to product failure, would be so lackadaisical.
Is the company not concerned? With so much noise made about its cars catching fire, does it not worry the decision-makers that this issue will affect the brand in totality - way beyond the Kuga?
Or is comfort drawn from the fact that VW has bounced back strongly after its emission scandal? Is it a case of profits at all costs?
Whatever the reason, each day that this is neglected, the brand erodes further.
Most major automotive brands have made mistakes. It is how swiftly they put actions in place that has saved them. Will Ford survive this? It is highly likely it will but the memories will live forever.
Just R20 for the first month. Support independent journalism by subscribing to our digital news package. 