Ford: A Brake Problem, Or A Software Upgrade?

Ford (F) has offered customers who  bought some 2010 Fusion and Mercury Milan hybrids “a customer satisfaction program to update the software of the regenerative brake system.” Many media outlets are depicting this as a sort of recall. According to Reuters, “Ford’s action came after Consumer Reports said one of its test engineers had experienced what appeared to be a loss of braking power with a Fusion hybrid.” The news service adds, “The No. 2 U.S. automaker by sales notified its dealers of the problem in October but not the public because it did not believe the glitch represents a failure of the brakes.”

The media descriptions and Ford’s own, raise the question of whether any car company with a glitch or something more serious in the operation of its vehicles, will be dragged into the category of Toyota which has recalled and shut down production of eight of its most popular models. The Japanese car giant also faces questions about brake safety on some of its popular Prius hybrid. The trouble has prompted an investigation by the federal government.

A Google search of the term “Ford recall” brings back results about the Fusion and Mercury Milan brake software upgrade. Some news outlet even use the term “recall” in their description of the car company actions.

Ford, it seems, has been caught up in the recall media frenzy.

Douglas A. McIntyre