Ford has recalled nearly three-quarters of a million vehicles across its Ford and Lincoln brands over a potential rollaway risk as the automaker prepares to launch a new quality-focused advertising campaign.
The details: The recall covers 741,195 vehicles, including 2018–2021 Lincoln Navigator and Ford Expedition models, along with 2020–2021 Ford Explorer, Lincoln Aviator and Ford F-150 vehicles, according to the National Highway Traffic Safety Administration (NHTSA).
The affected trucks and SUVs could experience temporary engagement of the transmission parking pawl, increasing the risk of a vehicle rolling away when parked.
Owners will be notified by mail and instructed to visit a Ford or Lincoln dealer for a Powertrain Control Module (PCM) software update.
Dealers will also inspect transmissions for park system damage and replace damaged components at no cost.
Why it matters: The recall adds to dealer service-lane activity while arriving at a pivotal time as software-based repairs become more common, making efficient recall execution and proactive customer communication essential to maintaining owner confidence.
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Between the lines: The recall comes as Ford prepares to launch an advertising campaign highlighting its No. 1 ranking among mainstream brands in the J.D. Power Initial Quality Study, according to the Detroit Free Press.
The 30-second television campaign is designed to spotlight Ford's employees and companywide commitment to improving quality.
The campaign was developed over the past two weeks after Ford learned of its J.D. Power ranking, said Shults Ford dealer Richard Bazzy, who provided input on the ad.
What they’re saying: "The campaign is: We put quality first. Now Ford is first in quality," said Phil O'Connor, Ford's global head of marketing communications, per the Detroit Free Press. “This ad will roll through every marketing tactic that we have. You’ll see it at dealerships at point of purchase displays … and at all our consumer touchpoints.”
Bottom line: The timing of Ford's latest recall underscores the challenge of balancing quality improvements with ongoing recall activity, signaling that dealers will play a critical role in reinforcing the automaker's quality message through effective service execution and customer engagement.
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