Firestone faced a major scandal when it produced tires that matched poorly with Ford Explorer and Mercury Mountaineer sport utility vehicles. This mismatch, or ultimately poor tire performance, resulted in many highway accidents wherein consumers were injured and—in extreme cases—killed when Firestone tires experienced tread separation. Firestone suffered significant brand, reputation, and financial repercussions as a result of the faulty performance and the ensuing recalls.

Bridgestone/Firestone, Inc., based in Nashville, Tennessee, has been in the business of making tires since 1900, when Harvey Firestone founded the Firestone Tire & Rubber Company in Akron, Ohio. Firestone was acquired by Bridgestone USA, Inc., a subsidiary of Tokyo-based Bridgestone Corporation, in 1990 for $2.6 billion. Today, the company markets 8,000 different types and sizes of tires and a host ...