In the past four days, General Motors expanded its recall to cover more units with potential faulty ignitions and announced campaigns for two newer models, including one associated with an abrupt stop-sale. That’s added more than 2 million units to the over 3 million units the automaker has recalled since the entire ignition turmoil first surfaced about a month ago.

Developments such as these ones prompted CNW Research to reconstruct recall data as far back as 1971 to determine the consumer appeal impact.

Since 1971, CNW found that there have been 66 million vehicles recalled industrywide, counting only what the firm deemed to be “major events.” In the same timeframe, CNW determined a diminishing number of new-vehicle intenders say they will avoid the recalled model in favor of an alternative.

After reviewing the information and including it in his March Retail Automotive Summary, CNW president Art Spinella said, “it becomes clear that Americans are becoming increasingly callous toward recalls.”

Spinella mentioned that recalls back in the 1970s and 1980s ended up being quite important.

“For example nearly 40 percent of potential GM product buyers said they would alter their new-vehicle choice because of an engine mount failure that received significant media attention,” he said.

“By 2004, the impact of a faulty and dangerous tailgate malfunction was able to impact on 16 percent of those planning to buy a new GM pickup with barely 22 percent of new-truck shoppers even aware of the recall,” he continued.

Spinella pointed to three reasons why this shift in consumer behavior has occurred.

“First, corporate responses have moved from immediate denial of a problem or minimization of the fault to almost instant immediate corporate reaction (Toyota’s new quality chief, for example) and GM’s CEO apology,” he said.

“Second, conventional media no long plays a recall story for days or even weeks as was the case in the past,” he continued. “Third, with incentives at growing levels and marketing dollar to back up awareness of those deals, consumers take their eyes off of the recall ball and instead look for a deal.”

More Ignition Switch Developments

The newest recall announcement from GM might be pushing CNW to consider another recall impact analysis.

Late last Friday, GM said it will replace the ignition switch in all model years of its Chevrolet Cobalt, HHR, Pontiac G5, Solstice and Saturn Ion and Sky in the U.S. since faulty switches may have been used to repair the vehicles.

The parts are at the center of the company’s recently announced ignition switch recall, which originally extended through the 2007 model year. 

Officials indicated about 95,000 faulty switches were sold to dealers and aftermarket wholesalers. Of those, about 90,000 were used to repair older vehicles that were repaired before they were recalled in February.

“Because it is not feasible to track down all the parts, the company is taking the extraordinary step of recalling 824,000 more vehicles in the U.S. to ensure that every car has a current ignition switch,” the automaker said. “GM is unaware of any reports of fatalities with this group of vehicles where a frontal impact occurred, the front air bags did not deploy and the ignition is in the ‘accessory’ or ‘off’ position.”

As with the earlier recalls, GM explained that if the torque performance is not to OEM’s specification, the ignition switch may unintentionally move from the “run” position to the “accessory” or “off” positions, leading to a loss of power. The automaker pointed out the risk may be increased if the key ring is carrying added weight or if the vehicle goes off road or experiences some jarring event. The timing of the key movement out of the “run” position relative to when the sensing algorithm of a crash may result in the air bags not deploying, increasing the potential for occupant injury in certain kinds of crashes.

Until the recall has been performed, customers are urged to remove all items, including the key fob, from their key rings, leaving only the vehicle key.

“We are taking no chances with safety,” GM chief executive officer Mary Barra said. “Trying to locate several thousand switches in a population of 2.2 million vehicles and distributed to thousands of retailers isn’t practical. Out of an abundance of caution, we are recalling the rest of the model years.

“We are going to provide our customers with the peace of mind they deserve and expect by getting the new switches into all the vehicles,” Barra continued..

GM records indicate the service parts may have been used for ignition repairs in:

—2008-2010 Chevrolet Cobalts

—2008-2011 Chevrolet HHRs

—2008-2010 Pontiac Solstice

—2008-2010 Pontiac G5

—2008-2010 Saturn Sky

Owners who may have had a suspect part installed will receive a letter the week of April 21. GM dealers will replace their ignition switch free of charge as parts become available. Customers who paid to have their ignition switches replaced will be eligible for reimbursement.

Dealers, distributors and other parts customers were to be told about the recall beginning Monday.

“The expansion of GM's ignition switch recall shows the automaker wants to address every potentially affected vehicle,” Kelley Blue Book senior analyst Karl Brauer said. “This move continues the proactive stance Mary Barra and GM have displayed since the recall first broke in February. It seems highly unlikely these later models would be impacted by the faulty ignition switch plunger, but it’s possible, and GM appears focused on removing any chance of this problem occurring in the future.”

Jack Nerad, executive editorial director and senior analyst for Kelley Blue Book, shared a similar take on the situation.

“The latest action by General Motors makes clear that it is pulling out all the stops in making certain that this problem comes to a quick end,” Nerad said. “By replacing switches that have potentially been replaced, it demonstrates that this is not business as usual for GM.”

Three More Separate GM Recalls

Meanwhile, GM also made two other recall announcements late last Friday and another one on Monday.

GM will conduct a safety recall of 2014 Chevrolet Silverado 1500 and GMC Sierra 1500 pickups, and 2015 Chevrolet Suburban and Tahoe and GMC Yukon and Yukon XL SUVs equipped with a 6-speed automatic transmission.

The recall will involve approximately 490,200 trucks and SUVs.

GM determined that these vehicles may have a transmission oil cooler line that is not securely seated in its fitting.

“If the line is not securely seated and transmission oil leaks from the fitting, the oil could contact a hot surface and result in a vehicle fire. GM is aware of three incidents and no injuries,” officials said.

GM dealers will inspect the fittings for leaks. GM anticipates mailing the first owner letter the week of April 28, 2014.

Furthermore, GM is recalling certain 2013 and 2014 Chevrolet Cruzes with 1.4L turbo gasoline engines to replace a right front axle half shaft that can fracture and separate without warning during normal driving. 

“The interconnecting tubular bar on the front right axle half shaft on some of these vehicles may not meet GM specification and could fracture and separate. If this occurs while driving the vehicle, steering and braking control would be maintained. However, the vehicle would lose power to the wheels and would coast to a stop,” officials said.

“If a vehicle with a fractured half shaft is parked on an incline without the parking brake applied, the vehicle could move unexpectedly, resulting in a possible crash or injury to pedestrians,” the continued.

GM is aware of several dozen half shaft fractures through warranty data covering about 172,000 cars and about 2,500 service parts in the U.S. that were used to fix Cruzes with manual transmissions that were recalled in September 2013.

“GM is unaware of any crashes or injuries related to this condition. Repairs will be made free of charge,” officials said.

Before making the official recall announcement, reports surfaced last Friday that GM told its dealers to stop selling this Cruze model. But then by the end of the day, GM revealed the recall.

Finally, GM informed the National Highway Traffic Safety Administration on Monday that it would recall more than 1.3 million vehicles in the U.S. that may experience a sudden loss of electric power steering assist.

“If power steering assist is lost, a message displays on the Driver Information Center and a chime sounds to inform the driver,” officials said. “Steering control can be maintained because the vehicle will revert to manual steering, but greater driver effort would be required at low vehicle speeds, which could increase the risk of a crash.

Models subject to safety recall are the:

— Chevrolet Malibu: All model-year 2004 and 2005, and some model-year 2006 and model-year 2008 and 2009 vehicles

— Chevrolet Malibu Maxx: All model-year 2004 and 2005, and some 2006 model year

— Chevrolet HHR (Non-Turbo): Some model-year 2009 and 2010 vehicles

— Chevrolet Cobalt: Some model-year 2010 vehicles

— Saturn Aura: Some model-year 2008 and 2009 vehicles

— Saturn ION: All model-year 2004 to 2007 vehicles

— Pontiac G6: All model-year 2005, and some model-year 2006 and model-year 2008 and 2009 vehicles

— Service parts installed into certain vehicles before May 31, 2010 under a previous safety recall 

Depending on the vehicle, GM said will replace free of charge either the power steering motor, the steering column, the power steering motor control unit or a combination of the steering column and the power steering motor control unit. Customers who previously paid for repairs of these parts would be eligible for reimbursement.

In addition, 309,160 non-turbocharged Chevrolet HHRs from the 2006-2008 model years (and several hundred 2009 models) and 96,324 Saturn IONs from the 2003 model year that are not subject to these recalls will be given lifetime warranties for replacement of the electronic power steering motor.   

“With these safety recalls and lifetime warranties, we are going after every car that might have this problem, and we are going to make it right,” said Jeff Boyer, vice president of GM global vehicle safety. “We have recalled some of these vehicles before for the same issue and offered extended warranties on others, but we did not do enough.”

The 2004-2007 Saturn ION, the 2009-2010 Chevrolet HHR and the 2010 Chevrolet Cobalt are included in previously announced recalls for ignition switches that may not meet GM specification for torque performance.

The automaker indicated repairs for the ignition switch and power steering assist may require separate dealership visits depending on parts availability.

GM expects to take a charge of up to approximately $750 million in the first quarter, primarily for the cost of recall-related repairs announced in the quarter. This amount includes a previously disclosed $300 million charge for three safety actions announced on March 17 and the ignition switch recall announced Feb. 25. 

Barra Coming to Capitol Hill

Late on Monday, GM released the written testimony Barra is scheduled to give today during a hearing orchestrated by the U.S. House Committee on Energy and Commerce Subcommittee on Oversight and Investigations. It’s the first of two days lawmakers are expected to question the new GM boss.

“More than a decade ago, GM embarked on a small car program. Sitting here today, I cannot tell you why it took years for a safety defect to be announced in that program, but I can tell you that we will find out,” Barra is expected to tell Congress. “When we have answers, we will be fully transparent with you, with our regulators, and with our customers.

“As soon as l learned about the problem, we acted without hesitation,” she continued. “We told the world we had a problem that needed to be fixed. We did so because whatever mistakes were made in the past, we will not shirk from our responsibilities now and in the future. Today’s GM will do the right thing.

“That begins with my sincere apologies to everyone who has been affected by this recall, especially to the families and friends of those who lost their lives or were injured. I am deeply sorry,” Barra goes on to say.

The rest of what Barra’s written testimony can be found here.