O processo de divulga o de recall: as práticas da indústria automobilística e a influência na resposta do consumidor

Specific data on the Brazilian automotive industry show that the annual production of vehicles has surpassed the three million mark, showing an upward trend in production volume since 2004. It currently ranks as the sixth largest producer in the world. This vast consumer market is susceptible to variability in product quality when a defect occurs that leaks out to the public. When this defect compromises users' safety, the product manufacturer has to put together a public information campaign aimed at the consumer, known as a recall. In the aim of better understanding how the announcement and communication of a recall occur in the automotive industry, this study showed the main aspects related to the recall announcement and its influence in costumers' perceptions. It appears that the main form of communication is through the printed press and that some companies do not disclose data about recalls on their websites.