In Tokyo, shares in Bridgestone have risen 3.09 per cent to 1,300 Yen, having recovered from an eight year low earlier this month of 1,067 Yen. This comes despite the news that Saudi Arabia has banned Firestone tyres; an action described by Bridgestone as “uncalled for and extreme”.
Firestone has been forced, for the second time in the company’s history, to recall tyres in North America. 22 years ago, the recall of 14 million “f 500” tyres, almost ruined Firestone. The current situation refers to the recall of 6.5 million SUV tyres, the ATX, ATX II, and Wilderness line in the size P 235/75 R 15. About 2/3 of these tyres are earmarked for Ford’s OE demand for the Ford Explorer and the Ford Ranger. Bridgestone already announced that it would take a one-time $ 350 million charge and informed analysts that earnings estimates, $1 billion before the recall situation, had to be reduced by the amount of the taken charge. Whether this is the only financial impact that BFS will have to encounter is more than doubtful. In the US a horde of consumer advocates stand ready to sue BFS, all in the name of consumer advocacy. The likely cost of litigation is not included in the $ 350 million charge. The extent of the damage to BFS and its Firestone brand cannot be evaluated, it remains to be seen how the entire industry will be affected by this recall. Without any doubt, the Firestone brand has suffered a serious blow despite the fact that up until today it has not been demonstrated that the tyres were the cause of accidents investigated by NHTSA. BFS, so it seems, never really had a chance to manage the ensuing crisis in an optimal way. Although the crisis didn’t hit BFS completely out of the blue, BFS had to take into consideration the interests of its largest OE customer Ford on the one hand, and its own interest to protect the Bridgestone brand from any spill-over effects. One thing became abundantly clear: two kinds of tyre manufacturers currently exist. One the one hand, there are those who have already had to deal with a disastrous recall situation and on the other hand are those that will have to do just that at some uncertain time in the future.
Investigations at Bridgestone/Firestone plants in the US have revealed no major production process problems, according to Yochiro Kaizaki, company president. He also admitted that there may not have been up to standard and that, “the probability of low safety tyres may be higher”. Speaking of the alleged tyre related accidents, Mr. Kaizaki added that, “even with experts involved, it is hard to determine whether it is design, production, driving or car related. If we are asked if the tyres are defective, we can say that legally there are no defects”. In spite of this statement there are signs that Bridgestone/Firestone are preparing to make out of court settlements with alleged victims.
Ford Chief Executive Jacques Nasser has described the news that the recall of Firestone tyres in the USA might take until next spring as “unacceptable”. Originally, the recall was scheduled to take until summer, but Bridgestone/Firestone announced the revised spring time scale this week. Production of Firestone tyres has doubled and imports have been increased to meet demand. Ford is said to be considering a number of ideas to quicken the recall, including providing rental vehicles for those who are anxious about the delay.
For a change, some good news for Bridgestone regarding SUV tyres. The Bridgestone Dueler AT 693 came out top in a survey of SUV tyres in US magazine Consumer Reports. The tests for the all-terrain tyres included wet and dry braking, emergency handling, noise, rolling resistance, traction in snow and braking on ice. The Bridgestone tyre was followed by (in order) Kelly Safari AWR, Dunlop Radial Rover, Cooper Discoverer A/T, Firestone Wilderness AT II and Goodyear Wrangler AT/S. In a separate table of all-season SUV tyres, the BFGoodrich Radial Long Trail T/A came top.
Bridgestone has won Porsche’s Supplier award for 1999. The tyre company was also assessed by Porsche as Top Best for product quality and delivery; the only tyre manufacturer to achieve this ranking. The award was presented to Michael Conrad, OE sales manager for Bridgestone/Firestone Deutschland, and Stephen Rambow, engineering account manager in charge of Porsche affairs, at a ceremony attended by senior representatives of Europe’s auto industry.
Cooper Tire says it is “outraged” at the implication in recent press reports that there may be an investigation into its tyres. The company says that it has not been contacted by the National Highway Traffic Safety Administration and there are no reasons for a recall. Furthermore, Cooper says it would be pleased to furnish the NHTSA with its records and data if required, and these data would confirm that the company’s tyres are safe.
In his statement to senators in the USA, Bridgestone/Firestone chairman and chief executive Mr. Masatoshi Ono apologised to the families “who have lost loved ones in these terrible rollover accidents”. This was interpreted by some as an attempt to put some responsibility on to the vehicle, rather than the tyres alone. Ford’s chief executive, Jacques Nasser, is reported to have said later that the issue is to do with tyres and not vehicles.
During a press conference in Romania, Continentals’ CEO Dr. Kessel predicted very significant changes in the European original equipment markets. He pointed out that the consequences regarding the Firestone tyre recall will also have a great impact in Europe. Kessel believes that Firestone will lose many contracts and, among others, the Continental group would benefit and he added that there were already clear signals. But, signals yes or no, the Continental share price has fallen and it will be interesting to see whether news like this will stimulate the shares.
Following the recall of certain Firestone tyres, federal officials in the USA are reported to be working on tougher standards for tyres for SUVs and light trucks. Stephen Kratzke, of the safety agency, is studying a requirement for off-road tyres to meet the same test criteria as car tyres, also that they should be tested to at least 100 mph. Current tests require car tyres to run at 75, 80 and 85 mph, each for half an hour. The test for off-road tyres is 5 mph slower, although the Firestone tyres were tested to the car standards.
Cosmetic cracks found in the sidewalls of Bridgestone/Firestone tyres fitted to Toyota Tundra and Sequoia trucks have resulted in more attention for the troubled tyre giant. Cracks were discovered by workers at Toyota’s Indiana plant and 2001 model Sequoias not yet delivered to dealers have been fitted with Dunlop tyres as a precautionary measure. Toyota plan to resume using Firestones shortly, and Firestone has given assurances that the cosmetic cracks do not in any way affect safety. The tyres were manufactured at their Wilson North Carolina plant, where Steeltex brand tyres, under investigation by the National Highway Traffic Safety Administration are also manufactured. However, Spokesperson for Firestone , Christine Karbiwiak said, “There is no reason to believe there is a defect at the Wilson plant”.
Similar to other tyre manufacturers, on 1st January 2000 Bridgestone/Firestone officially announced price increases of 3% for passenger car tyres and 2% for commercial tyres. The effects of this increase are now visible in the German replacement market.
Continental General Tire will replace 160,000 Contitrac AS MXS tyres, size P245/75R16, of which 140,000 were mounted on Ford’s Lincoln Navigator and 20,000 were delivered into the aftermarket. The tyres were produced in the Mayfield factory (Kentucky/USA) between January 1997 and 11th week of 1998. In 62 cases faults have been revealed, some tyres have suffered tread separations in remarkably similar circumstances to the current recall of Firestone tyres: the incidents occurred in Saudi-Arabia, where Firestone tyres have been under scrutiny, and again a Ford vehicle – the Lincoln Navigator – was affected. Up till now it is known that two people have been hurt in accidents, which could have been caused by tyre defects. The Stock Exchange Responds Quickly To The Tyre Recall From Continental. Within a few hours, Conti-shares lost around 8 % of their value.
The bad news for Bridgestone continues, as shares in the company on the Tokyo stock exchange declined by another four percent. This means that the value of Bridgestone shares has been halved since the Firestone recall began.
John Lampe, new CEO at Bridgestone/Firestone USA, has already taken steps to change the way the business operates. Since early 1990 the firm had operated on a decentralised basis with some 21 different operations, these will now be consolidated into four divisions, each reporting directly to John Lampe: U.S. commercial tires, U.S. consumer tires, international tire operations, and manufacturing and technology. “These changes are critical moves in our efforts to begin to restore consumer confidence and revitalise the Firestone brand,” according to John Lampe. Lampe alluded to more changes in the coming weeks, but provided no details.
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