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FORD ADS EXPLAIN NEW TIRE RECALL

Published on .

(May 22, 2001) -- Ford Motor Co. May 23 begins a newspaper ad campaign to explain why and how it is recalling 13 million additional Firestone tires that it had installed on Ford vehicles, primarily Explorer sport utility vehicles but also including the Expedition SUV and Ranger and F-150 pickups.

Ford May 22 said it was recalling the tires -- in addition to the 6.5 million Firestones that Bridgestone/Firestone voluntarily recalled last August -- after analysis showed a failure rate of 15 tires per million, mainly with tires at least three years old. Ford expects the recall to cost it a little more than $2 billion after tax. J. Walter Thompson, Detroit, is handling the campaign. -- Jean Halliday

Copyright May 2001, Crain Communications Inc.

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