In 1986, the CBS program 60 Minutes aired a segment that sent shockwaves through the automotive world, particularly for Audi. The report focused on claims of “sudden unintended acceleration” in the Audi 5000, suggesting a dangerous flaw in the vehicle. As an auto repair expert, when I first encountered this story, my immediate reaction, much like many seasoned professionals, was skepticism. The laws of physics and basic automotive mechanics simply didn’t align with the sensational claims being made.
My early experience witnessing a demonstration of brake versus engine power solidified this view. During a TV program shoot with race car legend Parnelli Jones, we observed firsthand the undeniable stopping force of brakes, even against a powerful engine. Jones, with a mischievous grin, effortlessly overpowered a Cadillac Fleetwood Brougham’s engine with its brakes, creating a cloud of tire smoke without moving an inch. This simple demonstration highlighted a fundamental truth: brakes are inherently more powerful than engines. It made the claims against the Audi 5000, suggesting brake failure concurrent with runaway acceleration, seem highly improbable.
The Audi 5000 was introduced in 1984 and quickly became a symbol of automotive innovation and status. Sales surged by an impressive 48%, as the aerodynamic sedan became a sought-after vehicle. However, this success was abruptly challenged by alarming reports of Audi 5000s suddenly accelerating out of control. The narrative painted a terrifying picture: drivers, mostly women, losing control of their vehicles, leading to accidents and injuries.
The issue, as portrayed, wasn’t a gradual increase in speed but a sudden, unexpected surge. Unlike the familiar, broad brake pedals in many American cars of the time, the Audi 5000 featured a smaller, closer-set pedal arrangement, a typical design in European vehicles. The implication was that this pedal design, combined with some inherent flaw, was causing these terrifying incidents. The cars were seemingly taking on a life of their own, overpowering drivers’ attempts to brake.
This supposed defect was occurring despite the Audi 5000’s relatively modest 130 horsepower five-cylinder engine and its advanced four-wheel disc brake system, capable of generating significantly more stopping power than the engine could produce in forward motion. The notion that both the brakes would fail and the accelerator would simultaneously malfunction seemed statistically improbable, yet this was the scenario presented to the public.
The most dramatic case highlighted by 60 Minutes involved Kristi Bradosky, whose Audi 5000 reportedly ran over her son. However, conveniently omitted from the broadcast was the police report which directly contradicted the “unintended acceleration” narrative, stating, “Bradosky’s foot slipped off the brake pedal onto the gas pedal accelerating the auto.” This crucial piece of evidence was ignored in favor of a more sensational story.
Ed Bradley’s 17-minute 60 Minutes segment aired in November 1986, featuring tearful interviews with drivers claiming their Audis accelerated uncontrollably while their feet were firmly on the brake. To visually reinforce this claim, CBS presented a clip of a driverless Audi lurching forward. What viewers weren’t shown was the concealed compressed air canister and rigged hose, which an “expert” used to force the car into drive, causing it to move forward – a behavior expected of any automatic car when not braked. This demonstration was not only misleading but entirely irrelevant, as the core issue was driver-operated vehicles, not driverless ones. The deception was blatant, designed to manipulate viewers and confirm a pre-determined narrative rather than investigate objectively.
After three years of investigation, the National Highway Traffic Safety Administration (NHTSA) released its report in 1989, fully exonerating Audi and other foreign automakers implicated in similar claims. The NHTSA concluded that the pedal placement in the Audi 5000, while different from typical American cars, was the primary factor. This difference could lead to pedal misapplication, where drivers, accustomed to wider pedal spacing, inadvertently pressed the accelerator instead of the brake in panic situations. 60 Minutes dismissed the NHTSA report as merely “an opinion,” refusing to retract their damaging and misleading broadcast.
Despite the NHTSA findings, the damage was done. Audi faced a barrage of lawsuits and overwhelming negative publicity. Instead of directly blaming drivers, Audi, perhaps in an attempt to maintain customer goodwill, absorbed the blow. However, the consequences were severe. Audi sales plummeted from a peak of 74,000 units in 1984 to a mere 12,000 by 1991. This sales collapse coincided with the rise of Lexus and other luxury competitors, further compounding Audi’s woes. The brand’s reputation was severely tarnished, and they nearly withdrew from the U.S. market in 1993, illustrating the devastating impact of misinformation and media sensationalism. The Audi 5000 saga serves as a stark reminder of how easily public perception can be swayed, even in the face of factual evidence and basic mechanical principles.
