"We typically don't do a public media statement, but there are a couple reasons we did this time," he said. One was the fact that the recall, which was due to a heated washer fluid system that could pose a fire risk, could be fixed by simply removing the part, not replacing it. Additionally, each customer affected receives $100 "because they are losing a feature that they bought as part of the car," Adler said.
GM wanted to be more proactive as the situation was pretty straightforward and the company wanted to get closure on the issue. However, Adler added, "we've gotten a fair amount more proactive on certain things, especially if it's a safety issue."
The company is handling communications internally, and also coordinated with its social media teams, including using Twitter, to tackle recall communications.