Burning Question: Why are Some Manufacturers Investigated for Door Fires, Others Not?

Karen Swicker’s used 2002 Subaru Outback was new to her – less than a year old, when the driver’s side door ignited as she drove look along a Newburyport, Massachusetts road on February 16. The first puff of smoke sent her to the side of the road. As she came to a stop, the wisps had turned to a cloud. When the Fire Department pulled the door off, it burst into flames, and fire fighters had to cut the electrical wires from the harness.

This might have made a memorable entry in Subaru’s new marketing campaign, First Car Story, in which a driver can used an automated computer program with music and graphics to wax poetic about the elderly El Dorado with the duct-taped bumper that ferried him and his friends to the malt shop.

As Alan Bethke, Subaru of America’s director of marketing communications said in a statement: “The First Car Story campaign provides a creative outlet for reliving those unique, funny, unforgettable car experiences anyone who had a first car can relate to.”

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