The chief executive addresses viewers in several short segments, averaging just over 30 seconds, with titles such as “Is my car safe to drive?” and “When can I get my car fixed?”
“I want to make it clear to our customers that you are our compass,” Barra says in a general message to customers. “You are at the heart of everything we do, and we intend to make this recall as smooth as possible for you, so we will not let it ever happen again.”
The executive reiterates that the cars are safe to drive, as long as the ignition keys are not weighted with other items. The company claims its engineers have completed “extensive analysis” that supports the safety promise.
Other videos repeat previous statements admitting that the recall took much too long and the company is reviewing its policies to ensure that safety issues are properly handled in the future.
GM faces several investigations and numerous lawsuits related to the defective ignition switches. The company claims just 12 deaths are associated with the problem, however some critics suggest the actual toll may be much higher.
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