The way Bridgestone-Firestone Inc. responded to mounting evidence that certain models of its tires were structurally and dangerously flawed is a case study in how some large corporations get such bad reputations. Early reports of tire failures, and deaths, were dismissed as inconclusive. Lawsuits were settled, provided the plaintiffs kept silent.

The damages accumulated during three years, the death toll reached 46 and the government started an investigation. As press accounts increased and the criticism grew louder, the company jumped ahead of trouble with a voluntary recall of some 6.5 million suspect tires; a good corporate citizen keeping faith with the public.

Then came the fine print. Firestone said the tires in question only blew apart at high speeds and in extremely hot weather, so the recall and replacement would begin in select warm-weather states and gradually roll north; the availability of replacement Firestone-brand tires was limitd. Mainers riding these tires might not get theirs replaced for 18 months, and they might have to drive to an authorized center in New Hampshire to get it done. In the meantime, drive with care.

Then, of course, it became known that these particular tires sometimes blew apart at moderate speeds and could do it in any weather and there were indications of this manufacturing problem going back to the early 90s.

Maine owners of these tires were irate, and so, thankfully, were the local tire dealers who sold them. Several of these merchants – VIP Auto Centers, Northeast Tire, Bangor Tire and others – told their customers they’d replace the tires immediately at no cost whatsoever and would worry about getting reimbursed by Firestone later. No wonder so many local businesses have such good reputations.

This is Firestone’s second brush with manufacturing-defect disaster. In the first, in the late ’70s, the company remained in denial until the government ordered a recall. It was severe blow to Firestone, causing a drop in public confidence, nearly forcing the company into bankruptcy and making it easy pickings for acquisition by the Japanese-owned Bridgestone.

Firestone learned from that experience: Deny the problem and hope it goes away; if it doesn’t, issue a recall notice before the feds do; structure the replacement program in such a way to cause the least amount of inconvenience – to the bottom line. Let the customer wait a year or more for safe tires.

Firestone notified the local dealers they will be reimbursed for the tires they replace, but only if they are authorized dealers and then only if they use Firestone-brand tires, thus circling back around to the availability problem. Some of the dealers said they’ll replace the tires immediately with whatever brand they have that makes the customer feel safe. So while the execs in the suits were doing damage control, the guy down the street in the work shirt with his name on the pocket was taking care of business. And probably saving some lives.