In regions such as Wolfsburg and Salzgitter, cars have a profound impact on the economy, employment, and regional identity. This affinity for cars makes it difficult for bicycles to become a viable mode of transportation.

The AutoRad project is challenging deeply rooted car culture and repositioning the bicycle in society. The project team reaches out to people with little experience with bicycles through targeted communication efforts and involves them in this transformation. We are changing the image of the bicycle for the better!

Exploring the Image of the Bicycle
In the AutoRad project, we examine the image of the bicycle among target groups with little exposure to cycling to understand which attitudes, perceptions, and barriers shape mobility behavior. We involve regional stakeholders—including those from politics, business, and community organizations—as well as local residents from the very beginning. Through this close collaboration with local stakeholders, we ensure that the project resonates at the local level and meets local needs.

Ideas from the Community
In three workshops, we explore people’s perspectives. Together, participants develop ideas and solutions for motivating different groups to view and use the bicycle as an attractive mode of transportation. Additionally, we discuss barriers and challenges that prevent people from using bicycles.

From Concept to Implementation
We test and evaluate selected ideas and measures in their local context. The approaches and insights gained are incorporated into a digital toolbox that is made available to municipalities and projects nationwide as a resource for improving the image of cycling. The goal is for the toolbox to be continuously expanded through additional projects.