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BICYCLECULTURE urbanmobileman CITIZENCYCLISTS 21STCENTURYTOOLBOX MIKAELCOLVILLE-ANDERSEN


SUstainabilitymobilitynew urbanismtransportmodalsplit alternativesc02reduction utilityliveablecitiesecology environmentcongestion pollutionSHAREDSPACEpedelec electriccarse-bikes publictransport safetytrafficcalming


the urban toolbox


tools for liveable cities: - pedestrianism - car share - bike share - electric vehicles - public transport - traffic calming


politicians


tools for liveable cities: - pedestrianism - car share - bike share - electric vehicles - public transport - traffic calming - “politicians�


tools are for fixing and building

urban repair


one tool: a multi-vitamin viagra pill for the urban landscape


velorution revolution bicycle culture


velorution revolution bicycle culture 2.0


bicycle culture 1.0


bicycle culture 2.0


THE modern URBAN MOBILE MaN


THE URBAN MOBILE MaN copenhagen


rome


berlin


amsterdam

barcelona

brno

budapest

new york

portland

mexico city dublin


london

tokyo

san fran

riga

paris

copenhagen

stockholm


helsinki


um... we’re forgetting something, aren’t we?


we’re forgetting something, aren’t we?


the ultimate yardstick the % of bicycle users that are women


anyway... who are these people?


they are not cyclists - bicycle users - ‘citizen cyclists’


citizen cyclists in a vacuum cleaner culture


boom! - marketing - selling vacuum cleaners - give them what they want


what do potential citizen cyclists in emerging bicycle cultures want?


cycle chic market research - upright bicycles - basket or pannier bags - black & red - they want a piece of the dream


overcomplication

pssst... they don’t want (or need) bicycle corsets or autobikes


don’t waste money ignoring 125 years of tried & tested marketing experience


both industry and cities need to understand the market


getting people onto bicycles -the 4 keys to promoting urban cycling


1. a2b’ism - simple anthropology - get me there quick


1. a2b’ism Why do Copenhageners ride? 56% - Quick & Easy. 19% - Good exercise. 6% - Inexpensive. 1% - Environment.


infrastructure


don’t waste money ignoring 40 years of tried & tested best practice in denmark & holland


2. Apply Basic Marketing Techniques to Urban Cycling.


2. Cycling sold as: - Difficult. - Expensive (gear) - Dangerous. - Sweaty. - Sub-cultural.


2. sell Cycling as: - Glamourous. - Affordable. - Ennobling. - Effortless. - Mainstream.


- A bold, precocious playmate for your palate. - Cheeky and yet flirtacious. - Well-designed to dance tango with red meat, excellent cheese and sultry Italian fashionistas. - Grapes hand-picked by large- breasted virgins.


- get dizzy and throw up! - Embarrass yourself in public! - Enjoy a mind-numbing hangover and lose a day of your life!

- Become an alcoholic, lose your job, family and die penniless with liver disease!


hero brand


3. stop ignoring the bull in society’s china shop


3. Marketing Cars:

- Bicycle industry taught them everything they know. - A century perfecting the art of selling cars. - Never a negative word despite overwhelming facts.


3. they’ll never tell you:

- pollution higher inside cars - driving a car is the hardest thing homo sapiens can do. - risk of head injury higher inside cars - and they will never try to sell you...


1980’s

2001

motoring helmets


fix what is broken ... ... not what works restrict what kills ... ... not what saves lives


4. the Re-democratisation of the bicycle


4. - Re-branding urban cycling. - Separation from sub-cultures. - Re-humanising it. - For The Common Good & Liveable Cities.


Paris. 2 million private bikes sold.


Dublin. Over 30,000 bike share subscribers


Barcelona. 5% modal share in 3 years. 30 km/h zones


a monumental legacy


the urban tribal dance


liveable cities start with the bicycle


liveable cities end with the bicycle


“The steel horse fills a gap in modern life, it is an answer not only to its needs, but also to its aspirations. It’s quite certainly here to stay.”


“The steel horse fills a gap in modern life, it is an answer not only to its needs, but also to its aspirations. It’s quite certainly here to stay.” Le Vélocipède Illustré, 1869 World’s first cycling magazine


thank you.


COPENHAGENIZE


METROMOBILE 2011: Präsentation von MIkael Colville Anderson