On July 28, 2023 Friday, Ford Motor Company made an official announcement that it would recall 870,000 F-150 trucks in the United States because the electronic parking brake could engage unexpectedly at any time due to a potential wiring issue. This could cause a loss of control and possibly a crash. According to a filing with the National Highway Traffic Safety Administration (NHTSA), this recall applies to 2021 through 2023 model year F-150 trucks with single-pipe exhaust systems. 

      According to Ford, recall notices will be mailed to owners by Ford around September 11, 2023. Owners then will be advised to bring their trucks to a Ford dealer, which  will install a protective tie strap and tape wrap to the wiring harness and will also replace the wiring harness if necessary. The repair will be done at no cost to the owner. In February 2023, Ford received a number of complaints of unintended parking brake application in 2021 model year trucks. Ford recognizes 299 instances of the parking brake activating unintentionally and 19 of those incidents occurred while the vehicle was being driven. Fortunately, according to Ford’s documents, this problem did not lead to any crashes or injuries. 

     Ford Motor Company is an American multinational automobile manufacturer headquartered in Michigan, United States. In 1903, it was founded by Henry Ford and is still controlled by the Ford family. Ford sells automobiles and commercial vehicles under the Ford brand and luxury cars under its Lincoln brand. As of today, it is the second largest U.S. based automaker and sixth largest automaker in the world based on 2022 automobile production. It has joint ventures in China, Thailand and Turkey. In the year of 2022, Ford employed about 57,000 hourly manufacturing workers in the U.S. and exported more than 260,000 American-assembled vehicles to other countries. In 2022, Ford Motor’s annual gross profit for 2022 was $23.66 billion, a 9.08% increase from 2021.

      According to Brand Value (China) Network, Ford is not only one of the largest car makers in the world but also a brand giant. From a brand building point of view, Ford’s recall decision shows that Ford is a responsible car maker that cares about its product quality and customers. Based on “China Brand Value Evaluation Standard”, Ford’s recall belongs to its third indicator “product and service quality”.

      On the ranking of “The 3rd Daguan·Keweiwei World Brand Value Top 900 ” released on March 18, 2023, Ford Motor’s brand value was 98.73 billion RMB, ranking the 272nd. 

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作者：杨瑞安