It seems that 2025 is not turning out to be Ford’s year. After facing a massive recall of 1.1 million vehicles in the United States last May, it is now facing another problem of similar characteristics. The US National Highway Traffic Safety Administration (NHTSA) announced that Ford has recalled 312,000 vehicles due to safety reasons. While the May recall was due to a software malfunction, the current breakdown is even more dangerous. It involves a braking issue.
The booster module (EBB) tends to fail during driving and while using the Advanced Driver Assistance Systems (ADAS), resulting in a loss of braking assistance. There are 5 models affected by this manufacturing defect: the Lincoln Navigator, the F-150 truck, the Expedition, the Bronco, and the Ranger, all manufactured this year. Will Ford be able to recover from these tough blows?
Ford
Ford Motor Company is a multinational company dedicated to the manufacturing of automobiles, commercial vehicles, and racing cars. Of American origin, it has its headquarters in Dearborn, United States. It opened its doors for the first time under the leadership of Henry Ford, in 1903, in Detroit, Michigan. It is undoubtedly known for the way it revolutionized the automotive industry with its innovative manufacturing techniques. It was its founder, Mr. Ford, who introduced assembly line production, becoming famous for finding an efficient way to produce and reduce costs.
Soon, the rest of the companies copied their methodology, and it is the one that prevails today in factories all over the world. Currently, Ford’s activity is not limited to vehicle manufacturing, but it has also invested in offering financial services through Ford Credit. Additionally, it dedicates a large part of its investment to research and development of new propulsion techniques, also betting on autonomous driving and electric vehicles.
2025: Not a good one for Ford
Without a doubt, 2025 is not the best year for Ford. It is quite possible that after all that has happened, the brand will suffer the impact from consumers and the market. Last May, the company faced the massive withdrawal of nearly 1.1 million vehicles from US roads! This was caused by the software malfunction of the affected vehicles. Specifically, the problem was located in the software of the rear camera, which did not offer a real image, and was distorted, causing an increase in the chances of accident.
In addition, some of the models had combustion engine failures, which meant that they could be left stranded on the road at any time. Among the models affected by this massive withdrawal were the Bronco, Expedition, Transit, Mach-E or Mustang, among others.
What is causing the new recall?
Last week, the recall of five Ford models was announced by the US National Highway Traffic Safety Administration (NHTSA). As if the first recall wasn’t enough, Ford is facing a new one, involving a total of 312,000 vehicles this time. The reason? Apparently, both vehicles and trucks have experienced failures in the braking system. According to the NHTSA, the electronic brake booster (EBB) is failing during driving and when using the advanced driver assistance system (ADAS) function. This is causing a loss of braking assistance, and consequently, an increased likelihood of collision. This time, the affected vehicles include models manufactured in 2024: the Lincoln Navigator, the F-150 truck, the Expedition, the Bronco, and the Ranger.
Will Ford recover from this hard blow?
Safety, innovation, design, and price (not necessarily in that order) are what consumers consider when purchasing a new vehicle. The safety factor is essential, but Ford seems to be falling short in that area. The image projected to the market by repeated massive recalls creates uncertainty and distrust among consumers regarding the brand, which could lead to reduced demand. What would you do if you were a regular Ford customer?
BMW is also facing a massive recall! Find out more about it here!