In 1971 the Ford Pinto was rushed into production to compete in the subcompact car market. The car was poorly designed, with the fuel tank placed at the rear end, which made it deadly if involved a collision. Even at low speeds, a rear-end collision would result in the fuel tank igniting on fire, often trapping the car's occupants inside. Ford engineers and executives knew of this quality defect but chose not to warn customers. This is an example of what kind of cost