It probably is running but backwards, this would happen if the drive unit cannot move forward, hit the front cover and fall back to correct direction. My best guesses are, either the drive unit is very tight on the shaft, these are finished by hand to fit the shaft and sometimes the assembler needs to ream a small amount of material from the hole in the magnet so it is not too tight on the shaft, this may have been missed. Any debris caught between this hole and the shaft could cause a problem as well, if for example some sand or detritus stirred up and caught in their. I would rinse it well and if that doesn't do it, see about a replacement drive unit.