Ford Europe urges ‘Park the Car’ for short journeys, invests in active travel

The President of Ford Europe has this week spearheaded a perhaps unexpected campaign called ‘Park the Car’, an initiative that recognises that car journeys under 5km, even in EVs, are causing unnecessary congestion.

Stuart Rowley is the President of the automotive manufacturer’s European arm and the author of a blog detailing why the counter-intuitive for a car maker initiative marketing is going out.

Citing World Health Organisation research, he writes: “Walking or cycling instead of driving just once a day could reduce personal daily carbon footprints by up to 84 per cent. This in turn could support an 8 per cent reduction in carbon emissions by cars – and help point towards a greener future for everyone.

“The advent of the electrified vehicle will certainly help. But as Ford Executive Chair Bill Ford pointed out as long ago as 2011, “a traffic jam with no emissions is still a traffic jam”⁴. The average person spends up to 36 hours a year in urban gridlock and parking the car – when it comes to short urban trips – will go some way towards helping ease that congestion.”

The ‘Park the Car’ campaign is now to form part of Ford’s global young driver training programme ‘Driving Skills for Life’, which has to date delivered driver training to 38,000 people in Europe.

Ford is soon to reveal further plans to extend the campaign among employees and European communities.

“This will mean supporting and investing in schemes that encourage active travel,” adds Rowley.

The concession is not the first from the automotive world, which in recent times has had a very open interest in the cycling world in terms of acquisitions, service interest and openings.

Late last year Volkswagen Wolfsburg plant, Chairman of the Board Herbert Diess commented that “In overcrowded urban centers, the car – including the emission-free e-car – will only be accepted in the future if the bike has enough space in the mobility mix.”

Ford’s President is realistic, stating that he knows there is a degree of necessity for some to drive, but balance is best for everyone, he writes.

“We know that for some people travelling by car, even for short distances, is an absolute necessity. But for many of us, myself included, it is a habit we must change. I am committed to doing exactly that and I hope that many of you will join me as I walk or cycle more in my daily life.”

Earlier this year Ford sold off its Spin electric scooter business to rival Tier Mobility. In 2018 Lyft acquired Ford’s bike sharing arm.