As part of if its new Share the Road campaign, Ford created the WheelSwap experience to show cyclists and drivers what inconsiderate road use feels like. The experience runs entirely on VR and places cyclists and drivers in the perspective of one another. The current version of the Ford WheelSwap experience features cyclists and drivers behaving at their worst but this embellishment truly showcases the frustrations felt by both parties.
Currently, the program is running exclusively in Europe with over 1,200 participants having already completed the experience. Over 60% of those who took part in the Ford WheelSwap experience changed their driving and cycling habits and 70% expressed a greater empathy to others on the road. Ford is hoping to expand the program to its free Driving Skills For Life teen-driver program and will also be uploading the VR videos on YouTube.
Image Credit: Ford