Message Strategies: Negative Organizational Announcements [LO-6]

People who live for an adrenaline rush can fi nd a way to go fast from Canada’s Bombardier Recreational Products. Bombardier is one of the world’s top makers of snowmobiles, personal watercraft , engines for motorboats, and all-terrain vehicles (ATVs)—all designed for fast fun. Because it sends customers hurtling across snow, water, or land at high speeds, Bombardier takes safety quite seriously. However, problems do arise from time to time, requiring a rapid response with clear communication to the company’s customer base. Bombardier recently became aware of a potentially hazardous situation with the “race-ready” version of its Can-Am DS 90 X ATVs. Th is model is equipped with a safety device called a tether engine shutoff switch, in which a cord is connected to a special switch that turns off the engine in the event of an emergency. On the aff ected units, pulling the cord might not shut off the motor, which is particularly dangerous if the rider falls off —the ATV will continue on its own until the engine speed returns to idle. Your task: Write an email message that will be sent to registered owners of 2008 and 2009 DS 90 X ATVs that include the potentially faulty switch. Analyze the situation carefully as you choose the direct or indirect approach for your message. Explain that the tether engine shutoff switch may not deactivate the engine when it is pulled in an emergency situation. To prevent riders from relying on a safety feature that might not work properly, Bombardier, in cooperation with transportation safety authorities in the United States and Canada, is voluntarily recalling these models to have the tether switch removed. Emphasize the serious nature of the situation by explaining that if the rider is ejected and the engine shutoff switch does not work properly, the ATV will run away on its own, potentially resulting in signifi cant injuries or deaths. Owners should stop riding their vehicles immediately and make an appointment with an authorized dealer to have the switch removed. Th e service will be performed at no charge, and customers will receive a $50 credit voucher for future purchases of Bombardier accessories. Include the following contact information: www.can-am.brp.com and 1-888-638-5397.