GALLUP NEWS SERVICE
PRINCETON, NJ -- The recall of more than six million Firestone tires has become one of the biggest news stories of the year. A Gallup poll conducted last Thursday through Sunday shows that almost eight in 10 Americans (78%) say they have followed the story either "very" or "somewhat" closely. The only other story this year that Americans followed as closely was the Elian Gonzalez saga. Last year, just three news stories reached this level of public attention: the original custody dispute over Elian Gonzalez after he was rescued at sea, the death of John F. Kennedy, Jr., and the war in Kosovo. The story measured by Gallup over the past 10 years that has generated the highest level of public interest was the death of Princess Diana in 1997, which drew the close attention of 84% of Americans.
The Firestone tire story has become so well known that when asked to name the brand of tire involved in the recall, 81% of Americans correctly said it was Firestone, while another 3% mentioned the parent corporation, Bridgestone.
Despite this knowledge about the tire defect, 31% of Americans say they have not taken any special steps to verify the safety of their own tires, such as checking the brand of their tires, or checking the tire wear or air pressure. Even among those who have followed the story closely, 27% have not made any such efforts to see if the problem might affect them. More than six in 10 (62%), however, have taken such precautions.
Problems for Firestone and Ford
While the president of the Bridgestone Corporation vowed to restore
the tire's reputation, the poll shows that the task may be quite
difficult. Almost four in 10 Americans say that as a result of the
recall they will definitely not buy Firestone tires in the future,
and another 38% say they are less likely to purchase the tires,
though they still might consider doing so. Only 17% of Americans
say the incident will have no effect on their tire buying
behavior.
The Ford Motor Company may also face some difficult times as a result of the tire recall. Most of the accidents involving the tires were mounted on the Ford Explorer sport utility vehicle, a popular vehicle that 42% of Americans say they would have considered for purchase before hearing about the recall. Among these potential buyers, over half say the recall will have no effect on their intentions to buy the Explorer in the future, but a third (32%) say they are now less likely to buy the vehicle -- though they still might consider doing so -- and 12% say they will definitely not buy an Explorer.
Attorney General Janet Reno announced last week that she would review the events for possible criminal or civil action against the two companies, and the poll shows that almost half (48%) of all Americans believe there was criminal behavior by either the Ford Motor Company, or by the Firestone tire company, that should be prosecuted in court. Among those who have been following the story closely, 55% express that point of view. Thirty-four percent say that, in their opinion, there was no criminal behavior, while 18% have no opinion on the matter.
Survey Methods
Results are based on telephone interviews with 1,197 National Adults, aged 18+, conducted September 7-9, 2000. For results based on the total sample of National Adults, one can say with 95% confidence that the margin of sampling error is +/- 3 percentage points.
Recent news stories have reported that a major tire manufacturer recalled more than 6 million tires, most of them on a single brand of sport utility vehicle. Federal authorities say 88 deaths are linked to accidents caused by the tires. How closely have you been following the news about this matter -- very closely, somewhat closely, not too closely, or not at all?
|
Very |
Somewhat closely |
Not too closely |
|
No |
|
|
% |
% |
% |
% |
% |
|
|
(NA) 2000 Sep 7-9 |
34 |
44 |
14 |
6 |
2 |
Do you recall, by chance, what brand of tire has this defect?
|
2000 Sep 7-9 |
|
|
Firestone |
81% |
|
Bridgestone |
3 |
|
Incorrect/ No Opinion |
16 |
. As a consequence of these news stories, have you or anyone in your household checked your own tires to see what brand they are, checked for tire wear, checked your tire pressure, or not?
|
|
|
DON'T OWN |
No |
|
|
% |
% |
% |
% |
|
|
(NA) 2000 Sep 7-9 |
62 |
31 |
4 |
3 |
(vol.) Volunteered response
Which of the following best describes your reaction to this incident: [ROTATED: it will have no effect on whether or not you buy Firestone tires in the future (or) you will be less likely to buy Firestone tires in the future, but you would still consider buying them (or) you will definitely not buy Firestone tires in the future]?
|
No effect |
Less likely to buy Firestone tires |
Definitely not buy Firestone tires |
No |
|
|
% |
% |
% |
% |
|
|
(NA) 2000 Sep 7-9 |
17 |
38 |
39 |
6 |
Before you became aware of this news, would you have considered buying a Ford Explorer sport utility vehicle, or not?
|
Yes |
No |
No opinion |
|
|
% |
% |
% |
|
|
(NA) 2000 Sep 7-9 |
42 |
56 |
2 |
Which of the following best describes your reaction to this incident: [ROTATED: it will have no effect on whether or not you buy a Ford Explorer sport utility vehicle in the future (or) you will be less likely to buy a Ford Explorer sport utility vehicle in the future, but you would still consider buying one (or) you will definitely not buy a Ford Explorer sport utility vehicle in the future]?
BASED ON -- 475 -- WHO WOULD CONSIDER BUYING EXPLORER; ± 5 PCT. PTS.
|
No effect |
|
|
|
|
|
% |
% |
% |
% |
|
|
(NA) 2000 Sep 7-9 |
54 |
32 |
12 |
2 |
Finally, as far as you can tell from the news, do you think there was -- or was not -- any criminal behavior by either the Ford Motor Company or by the Firestone tire company in this matter that should be prosecuted in court?
|
Yes, |
|
No |
|
|
% |
% |
% |
|
|
(NA) 2000 Sep 7-9 |
48 |
34 |
18 |
(NA) National Adults
