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Looks like Ford are seeing some commercial benefit to promoting safer cycling. This interview is with their European "Boss" but I can't help think it may also be associated with Ford's sponsorship of Team Sky.
I'd suspect that it has quite a lot to do with their CSR commitments and the incoming massive reduction in access to towns and cities by personal ICE vehicles. Also it gives them good PR when they're obviously a nasty American multinational corporation doing business in the EU. And just in case that wasn't enough it allows them to showcase their latest driver aid/ pedestrian protection systems to outside influencers and politicians for the 'greater good' rather than it being labelled as direct lobbying.