Lessons from Ford SA’s costly mistake
SILENCE can be a good response until it comes back to bite you. At times your silence is much louder than what your initially response could have been.
Ford SA has been in the limelight due to the Kuga SUVs that have been bursting into flames across different parts of the country.
It goes without saying that this matter needs to be dealt with utmost sensitivity, especially where lives have been lost.
The unfortunate part, however, is that Ford was too slow in its response to the situation. This could have been smooth and seamless than the reactionary approach they have taken without addressing the core issues brought up by the consumers.
The approach should have been one of acknowledging the faults, recalling the vehicles and allowing for the customers to seek recourse.
For years the Ford brand has been most trusted for its tough and resilient product but this will affect them negatively, both in the short and long term. Sales, loyalty and trust of the brand are likely to suffer most.
So what lessons can other brands take from this to avoid finding themselves in the same conundrum?
Silence is not the best answer to a dire situation such as this. Ford should have been prompt in its approach, in order to match the urgency, and contacted all their Kuga SUV owners.
Consumers are an integral part of the success or downfall of a brand, thus Ford’s turnaround time and recourse measures should have been more holistic and prompter.
People, product and profit – this is a key marketing principle. However, brands need to remember that consumers always come first and are the cornerstone of any business. The product you put out to the market should be sound, tried and tested. And this will ultimately lead to the profits you yearn to see.
Trust and loyalty take years to build and minutes to break.
Lastly, it’s imperative that brands at large take a leaf from Ford SA’s chapter to avoid committing the same mistakes in future.