KUGA RESPONSE
SUHANA GORDHAN: Ford SA, your lack of humanity will pave your road with woe
Henry Ford was the man who wanted to make a car anyone could own – the man, as they say, who "taught America to drive". He was known as one of the greatest industrialists of his time, and was also known to have said: "Quality means doing it right when no one is looking." Well, today everyone is looking at you, Ford SA. In December 2015, a young, talented, gentle soul from the advertising industry was killed when the Ford Kuga he was driving burst into flames. Reshall Jimmy was burnt alive, beyond recognition. And all you did was remain silent. You behaved like an automaton, like a machine on the assembly line. You had meetings behind closed doors and hid within the cloaks of corporate affairs. And now, after more than 50 Ford Kugas have apparently self-combusted, you have emerged from your cold, steel fort to issue a recall. Not an apology. Not an honest, human response, but a corporate statement.Brands are not human, but they behave like humans. We give them voice, we imbue them wi...
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