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Public Believes Firestone Did Not Act Quickly Enough in Recall

13 August 2000

60% of Survey Respondents Believe Firestone Did Not Act Quickly Enough in Recalling Faulty Tires

      

    WILTON, Conn.he - According to a poll taken on Friday, in which the 
question "Did Firestone act quickly enough in implementing its massive recall 
of tires used on popular sport utility vehicles (SUVs)?", was asked.  

    The answer, based on a nationwide survey of 500 consumers taken today over the 
Internet, was a decisive, No.

    Of those who owned a vehicle with recalled Firestone tires, 22 percent
already were successful in obtaining replacements and nine percent tried but
found them unavailable.  Interestingly, a large group of respondents were
moving on this problem at a slower speed, with 57 percent saying they "plan to
replace later" and 13 percent with "no plans to replace" the tires. 

    Some 27 percent of the 500 QuickTake survey takers said they believe the
manufacturer of the vehicle is "as responsible" as the Bridgestone/Firestone
company for this tire problem.  On the same question, 19 percent felt the auto
companies involved are "not at all responsible."

    Will consumers stop buying Bridgestone/Firestone tires?  Some 16 percent
of previous owners say they will never buy these brands again and 14 percent
of those who had never owned Firestone tires indicated that they will not buy
this brand in the future.  Among owners and non-owners, a total of 41 percent
responded that they "may" buy other models in the future, with 28 percent "not
certain at this time."

    About The Survey
    The QuickTake(SM) survey was fielded and retrieved in three hours today
among U.S. Internet users.  A total of 500 online consumers responded to this
survey.  Results are directional in nature and reflects the Digital Opinions(TM) 
of those Internet users who have chosen to participate.  The results are not 
scientific and cannot be assumed to represent the opinions of Internet users in 
general, nor the public as a whole.

    About QuickTake.com(SM)
    QuickTake.com(SM) is a versatile method for measuring Digital Opinions(TM).  
By providing access to over 60 percent of the Internet, the QuickTake survey 
tool is a fast and cost-effective way for decision makers to get directional 
feedback from different target groups to ideas, products, and public issues.  
In addition, QuickTake custom applications help companies dialogue with 
employees, customers and strategic business partners in order to get feedback on 
important questions.  QuickTake.com is a division of Greenfield Online, Inc., 
a fully Internet-enabled, full-service marketing research provider.  The 
company's core business is to conduct custom consumer and business-to-business 
studies that are faster, better and richer than traditional marketing research.