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product_liability firestoneBridgestone/Firestone is launching a new national advertising campaign to promote Firestone, spending four times the amount it spent in 2003. The company has just gained approval for a $149 million settlement of lawsuits that have come from the Firestone recall litigation that included 10 million tires and more than 271 highway deaths in 2000. While the advertising campaign is one of the strongest financial investments Firestone has made in recent years for the promotion of its name, many believe the Firestone recall litigation and high amounts of negative publicity is what drove the company to pursue such a large campaign.
Firestone recall litigation costs has amounted to a loss of over $1.6 billion in 2001 alone for Bridgestone/Firestone. Now, three years after the Firestone recall litigation has finally been settled, the company has issued yet another recall. Being blamed for tire blowouts and three deaths, the new Firestone recall includes 300,000 Steeltex tires used on Ford Excursions. Talks of Firestone recall litigation has already arisen, with a hearing scheduled to see if it will be certified as a national class action.
According to early Firestone recall litigation allegations, the Steeltex tires have defects in the design, which resulted in massive tread separations leading to accidents, injuries, and deaths. In addition to the individuals affected by the Firestone tire recall, some operators of ambulances and other emergency vehicles that had Steeltex tires. Some consumers with the 20 million Firestone Steeltex tires that were not included in the recall would like the company to expand the recall. Complaints that the tires had to be replaced prematurely have been made.
Should there be more Firestone tire litigation in the immediate future, the Bridgestone/Firestone name risks being further injured. Many believe the 104- year old Firestone brand name has already been damaged because of the Firestone Wilderness recall in 2000. Public Citizen consumer group thinks Ford and Firestone were involved in a cover-up of the deadly tread separation/ SUV rollover combination for over a decade. The first Firestone tire recall included 6.5 million Wilderness AT tires, but was not considered sufficient. It was not until two months later that additional tires were considered unsafe by the government as well.
The $149 million settlement of Firestone recall litigation including 30-class action lawsuits is not fair or reasonable according to objectors that plan on appealing the order. The settlement only involved plaintiffs that had not suffered any injuries or property damage, yet at least 271 U.S. traffic deaths have been blamed on the tires. With more than 100 objectors contesting the settlement at the time of the decision, in addition to the recent tire recall, Firestone recall litigation may not be coming to a close just yet.