🧑‍🔬 Are Consumers Unwitting Field Testers?

The Gist

New tech in cars is great—until it isn’t. In 2025 alone, major automakers have racked up recall after recall, many due to software failures. Tesla (239K cars), Ford (400K), GM (2,890 Equinox EVs), and Kia (80K+) all had issues ranging from faulty cameras to dangerous wiring.

For dealers, this isn’t just headlines—it’s business. Staying on top of recall data means smarter service prep, better customer conversations, and keeping sales flowing when bad press hits. At the end of the day, customers trust you more than a rushed software patch. Stay sharp, stay ahead.

Sources:

• Reuters - Tesla recalls about 239,000 vehicles over rear-view camera issue

• NY Post - Ford recalls nearly 400,000 trucks, SUVs, and other vehicles.

• Reuters - GM recalls over 2,000 Chevrolet Equinox electric vehicles

• AP News - Kia recalls more than 80,000 U.S. autos due to improper air bag deployment and wiring issues

• Ars Technica - More than 20% of vehicle recalls are software fixes now

The Cost of Cutting-Edge

Automakers love to tout cutting-edge technology, from self-driving features to fully software-defined vehicles. But are these advancements making cars safer, or are they turning consumers into unwilling beta testers?

If recent recall data is any indication, the industry’s rush to implement new tech comes with significant consequences. Recalls in 2025 have already stacked up, many linked to software glitches and electronic failures. Is all this innovation worth the price?

Who’s the Worst? Who’s the Best?

When it comes to recalls, some manufacturers seem to have a season pass with the National Highway Traffic Safety Administration (NHTSA). Here’s a snapshot:

• Tesla: 239,000 vehicles recalled in January due to rear-view cameras failing because of a short circuit. (Reuters)

• Ford: Nearly 400,000 vehicles recalled, spanning diesel pickups with fuel pump issues to hybrid Escapes and Corsairs with battery concerns. (NY Post)

• General Motors (GM): 2,890 Chevrolet Equinox EVs recalled due to faulty adaptive cruise control. (Reuters)

• Kia: 80,000+ Niro EV, PHEV, and Hybrids recalled due to damaged wiring that could cause airbags to fail or deploy at the wrong time. (AP News)

On the flip side, manufacturers with fewer recalls tend to be those not aggressively pushing software-driven features. Brands with smaller footprints and fewer tech-heavy models, like some bus manufacturers, have significantly fewer recalls.

Is Technology Making Cars Safer?

Short answer: It depends on who you ask. On one hand, advanced driver-assistance systems (ADAS) and automated braking have the potential to reduce accidents. On the other, a single line of faulty code can put thousands of lives at risk.

• Software-related recalls accounted for over 23% of all vehicle recalls in 2023, and that number is rising. (Ars Technica)

• Tesla’s Full Self-Driving (FSD) software has been under ongoing NHTSA scrutiny, with multiple investigations into crashes caused by automation failures. (Reuters)

• GM’s adaptive cruise control recall highlights the difficulty of ensuring software-dependent safety features actually work in real-world conditions.

The biggest issue? Many of these problems don’t arise until vehicles are already in consumers’ hands. Automakers release tech quickly, relying on over-the-air (OTA) updates to fix issues after the fact. That might work for a smartphone app, but it’s a different story when lives are on the line.

The Lab Rat Economy

When recalls become routine, it raises an uncomfortable question: Are consumers paying premium prices to be glorified field testers?

Consider this: Automakers used to spend years perfecting mechanical safety features before mass production. Now, the software-first mentality has led to a model where glitches, bugs, and failures get worked out on the road—by paying customers.

The recall pattern suggests that rapid tech adoption in vehicles isn’t just about safety; it’s about maintaining pace with competitors. Tesla’s software-first approach has pushed legacy automakers to keep up, even if it means deploying features that aren’t quite ready for primetime.

Why Dealers Need to Stay Ahead of Recalls

For dealerships, staying informed about recalls isn’t just about compliance—it’s about opportunity. Fixed operations departments should be prepared for increased service volume as vehicles come in for recall-related fixes. Service advisors and technicians should anticipate customer concerns and be ready to address them with confidence and real data.

• Customer Awareness: Keeping customers informed ensures they return to the dealership instead of seeking service elsewhere.

• Service & Acquisition: A steady stream of recall-related service work can translate into retention opportunities and potential trade-ins.

• Sales Conversations: When potential buyers say, "I’ve heard bad things about [brand/model]," having recall context and solutions on hand helps maintain credibility and guide the conversation toward resolutions rather than letting misinformation drive decisions.

Dealerships that proactively communicate recall information strengthen trust with their customers, ensuring that even when bad news hits, they are the go-to source for solutions.

ASOTU’s Final Thoughts

For dealers and consumers alike, this isn’t news—it’s just another Tuesday. You’ve seen the cycles, the recalls, the headlines, and the customer concerns. And let’s be honest, you’re already the ones keeping the industry grounded while automakers throw spaghetti at the innovation wall.

Technology is great—when it works. But when it doesn’t? That’s where you step in. Whether it’s fixing what’s broken, reassuring customers with real data, or keeping the buying experience smooth, dealers are the steady hands in an industry that loves to move fast and break things (sometimes literally).

So keep doing what you do best: staying ahead, staying informed, and making sure your customers know they’ve got an expert in their corner. Because at the end of the day, they trust you more than any software patch ever could.

Sign up for more!