27 November 2009

Volkswagen Protects Your Car Against the Cyclist Onslaught

VW advert - Car Culture

The Car Empire strikes back again. My friend Troels found this Volkswagen advert in an glossy book about great advertising campaigns from around the world.

In it, Volkswagen are keen to show off various features on their cars. In this case, Energy-Absorbing Door Padding.

To illustrate this exciting feature, they highlight one of the great irritations that motorists face in the urban environment, visible at just left of centre in the photo.

Fortunately for the motorist getting out of his fine vehicle he has invested in German engineering to reduce potential damage to his vehicle. Nevermind that he didn't bother to check his mirror before getting out or that the inattentive man on the bicycle risks injury from what we are led to assume will be an imminent collison. Energy-absorbing door padding will save the car from too much damage.

How does the esteemed panel of readers feel about this photograph/campaign? It's clearly 'ignoring the bull' and placing responsibility on the vulnerable traffic user, no doubt about it. But does it piss anyone off or is it acceptable?

Funny, if this happened in Denmark or Holland, the motorist would be at fault if a collison occured. Then again, the cyclist would have been provided with safe urban mobility on wide, separated bicycle infrastructure intelligently placed to the right of the car, with ample room for a door zone.

Here in Denmark, when driving with my kids, the mantra they most often hear when in a car is "watch out for bikes!" when we are parked and are getting out of the vehicle. If only I had 10 kroner for every time I've said it to my son over the past seven years... And we are rarely in cars.

As a result, he has learned to open the door a crack and peer out to see if the coast is clear of bikes before opening the door further. Volkswagen must despise people like us who don't wish to test doors against impact.