Ford Debuts “Share the Road” Campaign for Biker Safety

For cyclists worldwide, Ford has great idea. The company is embarking on a global safety awareness program.

Consider the context: In Europe there are 250 million cyclists and those on two wheels account for 1 in 12 of all road accident fatalities.

As increasing numbers of people get on their 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, Ford has 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.

“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,” said Steven Armstrong, president and CEO, Ford of Europe, Middle East & Africa. “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.”

Category: Featured, General Update, News, Safety