On Friday, October 13, 2023, according to the National Highway Traffic Safety Administration (NHTSA), Ford is recalling more than 230,000 Explorers due to a defect that may allow the SUVs to roll away if the parking isn’t applied. The affected explorers are from the 2020 through the 2022 model year. According to the NHTSA, “a disconnected driveshaft” could cause the car to roll away and risk a crash. The Office of Defects Investigation received two complaints of faulty rear axle bolts, which were already included in a previous recall.

     According to Brand Value(China ), in July 2023，Ford recalled more than 870,000 of its full-sized F-150 trucks because the electronic parking brake could engage unexpectedly at any time, including while the vehicle is being driven. That could cause a loss of control and possibly a crash. Through June 2023, Ford had issued 31 recalls affecting more than 4.1 million vehicles in the U.S. In the same six-month period in 2022, Ford also topped the list, with 44 recalls covering more than 6.7 million vehicles.

      According to NHTSA, recall notices will be mailed to owners by Ford on November 6, 2023. Ford will repair the cars free of charge. The company will replace the rear axle bolt and subframe bushing and will also inspect the rear axle cover for damage. Ford owners are advised to call Ford customer service at 1-8669-436-7332. Ford’s number for this recall is 23S55.

   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