As increasing numbers of motorists and cyclists share the roads, flashpoints between road users are are an all-too frequent sight in cities.
While infrastructure that keeps different road users apart struggles to keep pace, 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.
A look at inconsiderate drivers
Ford has produced a virtual reality experience called 'WheelSwap', enabling 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.
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Initial studies show that after undergoing the experience, nearly all participants said they would change their behaviour.
A different point of view
‘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.
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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.
The company is also making the ‘WheelSwap’ experiences available on YouTube along with useful tips for how to stay safe on the road.
“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,” said behavioural scientist Dan Berry who helped devise the experiment.
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.
You can find more information regarding ‘Share The Road’ here: www.ford.co.uk/share-the-road
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