Ford’s corporate executives were willing to make sacrifices on the safety of the Pinto, in exchange of profit in the growing small-car market. When faced with the amounting number of accidents and fatalities associated with the 1971 to 1976 model gas tank issue, Ford did not attempt to fix the issue until the NHTSA forced recall. Ford based their decision of not modifying or recalling the Pinto on a Cost-Benefit analysis titled ‘Fatalities Associated with Crash-Induced Fuel Leakage and Fires’. This 1971 Ford Pinto study convinced Ford and the federal government that putting a rubber bladder inside the gas tank, which cost $11 per car, was not a cost effective solution for society. That analysis also included a very controversial cost-per-death
