For those of us old enough to remember the DC10 story , this looks similar but also worse to me . (for those who are too young look here : have a look here :
dc10 grounding 1979 )
Anyway back then the pax voted with their feet afterwards and it took a year or so to fade. But I agree today with social media and instant internet info, this could have a much longer effect . I think a new name will be needed as well. and the marketing value of "Max" is gone for a long time .. I cannot see Ford continuing to calls some of its cars C or S "Max" in the future.