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Ford’s ‘Share the Road’ campaign leaves cyclists unimpressed

Car manufacturer trying to encourage “a spirit of understanding”

It’s always tricky for a car manufacturer to pull off a cycle safety campaign and Ford doesn’t seem to have got off to a tremendous start with its Share the Road campaign.

Ford says it is trying “to encourage a spirit of understanding and respect between every road user, whether they’re travelling on four wheels or two.”

The launch featured, among other things, a virtual reality experience that allowed those drivers and cyclists who aren’t in the overlapping part of the Venn diagram to experience the roads from one other’s perspectives.

It’s called WheelSwap and Ford says it has been found to “breed empathy and defuse antagonism between cyclists and car drivers”.

However, the campaign’s central message – that if we all ‘Share The Road’ we can make every journey safer, whether on two wheels or four – has left many unimpressed.

The Guardian’s Peter Walker, tweeted:

He also took issue with some of the campaign material.

London Cycling Campaign’s Simon Munk added:

And he was particularly unimpressed by this element of the launch.

President and CEO of Ford Europe, Middle East and Africa, Steven Armstrong commented: “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.”

Alex has written for more cricket publications than the rest of the team combined. Despite the apparent evidence of this picture, he doesn't especially like cake.

Latest Comments

  • chrisonatrike 1 sec ago

    Thinking on that - having the road police empowered to destroy your vehicle there and then for any RTA violations... ...

  • Owd Big 'Ead 34 min 45 sec ago

    While it is atrocious driving, it could have been avoided if the cyclist had actually taken the lane, instead of riding in the gutter. Always...

  • mtnbikerva1 39 min 44 sec ago

    Most if not all of us have been blinded by the sun while driving at some point. I am glad that nobody seems to of been injured in this accident....

  • OldRidgeback 42 min 59 sec ago

    Good on her for getting back on the bike. It was a nasty crash. And it's a real shame the person who caused it has never been caught. 

  • PRSboy 43 min 55 sec ago

    And another thing... on the mobile site via Firefox it can take an age to be able to click in the text box to get the cursor to write a comment.   

  • Rendel Harris 1 hour 14 min ago

    That's a fair point to consider, I would only say to counter that that obviously cars that live in outer London boroughs don't always stay in outer...

  • Rendel Harris 1 hour 27 min ago

    Of course they should - if I can do it they can, I have to spend a lot more energy getting moving again. High time that should was made a must. In...

  • benthebikeman 2 hours 20 min ago

    Planet X Tempest... just sayin! Never gets a mention but has consistently delivered great value titanium all purpose on/off road do it all bike/...

  • EK Spinner 2 hours 22 min ago

    Worse than that, they have "singilarised" it (is the that the reverse of pluralise) to become PANT I though that was what dogs did

  • Roady 2 hours 26 min ago

    Had a set of these (original 2015/16 versions) in 25/28 on my 2016 Diverge. Fairly ok experience, found them a little heavy (coming from other...