As increasing numbers of us get on our bikes, flashpoints between drivers and cyclists are an all-too frequent sight in Europe’s cities. And while infrastructure that keeps different road users apart struggles to keep pace, Ford is launching a new campaign designed to help improve safety and reduce pollution and congestion.
‘Share The Road’ seeks to foster harmony between road users and underlines the company’s belief that enabling more people to cycle safely, especially for short journeys, benefits everyone.
To this end, we’ve produced a groundbreaking virtual reality experience. ‘WheelSwap’ enables motorists and cyclists to see how inconsiderate driving and riding can be at the least hair-raising –and potentially fatal – for their fellow road users. Initial studies show that after undergoing the experience, nearly all participants said they would change their behaviour.
Steven Armstrong, Ford Europe president and CEO
“As someone who frequently travels on both two wheels and four wheels, I have experienced first-hand many of the frustrations – and dangers – that drivers and cyclists encounter on our roads today. The safe integration of increasingly diverse modes of transportation is key to how we make our cities safer and easier for everyone to get about in, now and in the future.”
In Europe there are 250 million cyclists and those on two wheels account for 1 in 12 of all road accident fatalities. With proven benefits to health, air quality and congestion, many cities are actively promoting cycling. The campaign has already won the support of Sir David Brailsford, who heads up the multi-Tour de France winning Team Sky cycle team.
Sir David Brailsford
“This is a very timely initiative by Ford. Europe is home to some of the world’s largest cycling communities and the increased pressure on road space is raising safety ever higher up the agenda, This campaign is not just about introducing new technology but also highlighting the need for equal respect and responsibility. If both cyclists and motorists took a little bit more time to understand each other’s needs, we would quickly see a change in attitudes and behaviour which can ultimately improve road safety for everybody. Ford’s leadership role can play an important part in helping make that happen.”
‘WheelSwap’, enables motorists to see from a cyclist’s point of view how scary it can be when drivers overtake too closely, swerve without indicating and open car doors without checking for bikes. Another version enables cyclists to experience what it is like for drivers when they jump red lights, cycle down one-way streets the wrong way and swerve unexpectedly.
We are now integrating the virtual reality experience into our free driver training program for 17 to 24-year-olds, Ford Driving Skills for Life. Nearly $20 million has been committed to Ford Driving Skills for Life in Europe through the program since 2013 for free, hands-on classes that also cover hazard recognition, vehicle handling, and speed and space management. We’re also making the ‘WheelSwap’ experiences available on YouTube along with useful tips for how to stay safe on the road.
Experience ‘WheelSwap’ for yourself: watch with a VR headset for the most immersive experience.
Life from a Cyclist’s Perspective
Life from a Driver’s Perspective
Dan Berry, behavioural scientist, who helped devise the experiment.
“There is no more effective means of appreciating someone else’s point of view than stepping into their shoes, or in this case, on to their pedals. Empathy is an immensely powerful emotion.”
Join us in our pledge to #ShareTheRoad 👍 Help us spread the word! 🙌— Ford Europe (@FordEu) May 24, 2018
Click the link and you'll be taken to Facebook, where you can add a 'Share The Road' overlay to your profile photo. ^RW https://t.co/FdlgHCu3gV
Last month, Ford launched the all-new Focus with technology that can detect cyclists in or near the road ahead, or who may cross the vehicle’s path. Pre-Collision Assist with Pedestrian and Cyclist Detection automatically applies the brakes if it detects a potential collision and the driver does not respond to warnings
Discussion panel at the "Share The Road" launch event.
Are you ready to share the road? Make your pledge on Facebook here.
Share The Road