Just eight months ago, Bridgestone/Firestone ordered a voluntary recall of 6.5 million ATX, ATX II and Wilderness tires in the U.S. After 174 fatalities and more than 700 injuries from alleged tread separation problems, the tire company is attempting an advertising comeback.
The new ad campaign centers on the theme, "Making It Right." Commercials feature Bridgestone/Firestone president, chairman and CEO John Lampe as well as race car drivers Mario and Michael Andretti.
In addition, the company will also hand out more than 2.5 million tire gauges to consumers. The company still maintains under-inflation can lead to a tire's failure.
Lampe said, "We know every person riding on a Firestone tire wants to feel confident that they will get to their destination safely. In the past few months we have carefully examined the way we do business and are making significant changes and enhancements along the way. The 'Making it Right' action plan outlines those enhancements and is an important part of our commitment to restoring public trust in the Firestone brand."
He also says a formal end to the recall will be announced sometimes this year. "We'll want to announce a 60-day termination just to make sure we can get those people who are dragging their feet, waiting until the last minute, but we haven't determined that date yet," he said.
Firestone's sales have dropped almost half since the recall. Bridgestone/Firestone took a $510 million loss for the year, taking an 80 percent profit nose dive from the previous year.