Ford motor company could suffer a massive blow to its brand due to the poor handling of their flaming Kuga vehicle models.
Motor News editor Mark Smyth says Ford has handled the controversy badly and could lose brand loyalty as a result.
During the past few weeks several Kugas equipped with the 1.6l EcoBoost engine have caught alight.
Three vehicles have burst into flames in the past week in East London, Vryburg and Brakpan.
Reshall Jimmy was killed in December 2015 when his Ford Kuga also caught alight.
Smyth advises that the car manufacturer should be recalling the car model, but Ford claims that investigations are ongoing.
He says that executives should be speaking out and responding to questions and public concerns, instead of remaining tight-lipped.
Smyth also explains the difference between recalling all vehicles versus free maintenance checks.
Take a listen to his analysis: