Soft power on two wheels: Cycling promotion the Top Gear way

January 23, 2025

A composite image showing a selection of custom bikes designed and built by the ETA

A producer from Top Gear emailed us about a decade ago with congratulations on our Guinness world record-winning caravan – a vehicle so dinky it can be towed behind a mobility scooter or bicycle. “We’re sorry we didn’t think of the idea ourselves” they graciously admitted.

News of the little caravan we dubbed the QTvan had travelled far and wide across the world’s media, but it’s interesting that Top Gear in particular took such an interest.

Car culture is deeply embedded in our national psyche. Perhaps that should be no surprise. After all, with a so-called motorisation rate of 491 vehicles per 1,000 people here in the UK, cars seem to be everywhere you look.  However, it goes beyond that. In diplomatic circles, they talk about the benefits of ‘soft power’ – the non-coercive shaping of the preferences of others through ‘appeal and attraction’. In the case of cars, this might range from a stylised depiction of motoring in films, to the global popularity of shows like Top Gear and The Grand Tour.

Where are the equivalent influences when it comes to sustainable transport, and in particular, cycling?

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Driving has always enjoyed the support of a powerful lobby and the influence that’s a perk of generous advertising budgets. Yet, Top Gear enjoyed stratospheric success only after it knocked the conventional car review format on the head to a focus on entertainment. The show captured a huge audience by blending humour and car culture in a way that appealed beyond diehard motoring enthusiasts.

We think there’s a lesson there for those of us looking to promote cycling far and wide.

We are not suggesting image is more important than substance – far from it; nothing can substitute for good-quality segregated infrastructure. It’s just that when cycling is framed as a subcultural group, and in the case of news media, relentlessly pilloried, presentation is important.

Broadening appeal is essential if we are to move beyond the perception of cycling as first and foremost a sport rather than an accessible mode of transport for people of all ages, shapes, and ethnicities. Such narrow framing risks alienating those who might otherwise consider cycling for its practical and other benefits.

Alongside conventional campaigns like Green Transport Week and Car Free Day, we’ve launched a series of whimsical projects in the same vein as the QTvan.

We like it when we’re asked why – as you can imagine, they have all proved to be excellent conversation starters. And that's exactly the point. They are inspired by the Top Gear effect - combining humour and ingenuity to broaden the audience and get people talking. Behind the tongue-in-cheek designs are serious messages for those who are interested. They have all been remarkably cheap to produce (the Gritter bike cost us £300) and yet all enjoyed viral success and reached an audience of many millions.

The Hornster: Sounding the alarm on HGV dangers

The Hornster is our Guinness World Record-holding bicycle equipped with an ear-splitting horn that’s louder than a Concorde taking off. We designed it to highlight the dangers posed to cyclists by heavy goods vehicles (HGVs) in urban areas.

photo of the Hornster - an outlandish looking bicycle equipped with a scuba tank built into its frame and a large air horn attached to its handlebars

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BOND bike: Tackling cyclists' biggest gripes

Our first custom project back in 2009, the BOND bike was designed to highlight the most common frustrations faced by cyclists. Equipped with a flamethrower to deter close-passing motorists, an ejector seat for theft prevention, and a caterpillar track for navigating potholes, the bike was a tongue-in-cheek response to the challenges of life on two wheels.

demonstration of the BOND bike's ejector seat showing the seat flying into the air

Catclaw: Reclaiming footpaths from pavement parking

The CatClaw is our small but mighty invention designed to deter pavement parking. When a car tyre drives over it, the device punctures the tyre. The CatClaw appeared on television and across numerous national newspapers sparking a lively debate about the balance between motorists’ convenience and the rights of everyone else -an issue overlooked by policymakers. Purposefully divisive, it succeeded in drawing attention to the urgent need for stricter regulations and enforcement to tackle pavement parking.

close-up of van mounting pavement with tyre about to encounter a catclaw

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Biskiple: An urban cloaking device for bicycles

The Biskiple is our flatpack skip that hides bike parking in plain site. Dubbed an ‘urban cloaking device’, the Biskiple demonstrates the importance of protecting bicycles from theft as well as the shortage of secure bike storage in cities.

animated gif of the biskiple - a flat pack skip being assembled and having two bicycles stored within it

Pop-up zebra crossing: A campaign for safer crossings

One of our most attention-grabbing projects is the pop-up zebra crossing, designed to highlight the lack of safe road crossing points. The portable design allowed schools and community to lobby their local authority for a genuine zebra crossing.

pop-up inflatable zebra crossing erected on London street. People are using it to cross the road

Qtvan: e-bike pulling power

The QTvan, the world’s smallest caravan, was designed to be towed behind an electric bike. Beyond its charm and novelty, the QTvan showcased the versatility and power of electric-assisted bicycles, proving they can do much more than just commute. It was a playful reminder of the potential for e-bikes to revolutionise transport.

man on e-bike towing the QTvan - the world's smallest caravan

Gritter bike: Keep cycle lanes safe in winter

The Gritter Bike, a pedal-powered salt spreader, looks like something from a Monty Python sketch, but it serves a vital purpose. Built in 2017 at a cost of just £290, it was designed to draw attention to the neglect of cycle lanes during winter months and highlight the need for year-round maintenance of cycling infrastructure. Despite its modest budget, the Gritter Bike achieved remarkable results. Upon its initial launch, it featured on television and in national press, reaching an audience of 250,000 on Facebook within two days.

demonstration of the gritter bike showing grit being scattered onto a cycle path in London

Since then, the project has been re-presented annually and remains a highly effective tool for driving awareness and traffic to ETA’s website and social media channels. For instance, in the past few days alone, it has garnered over 400,000 views on Instagram, contributing to a total audience reach of millions over the years. This type of cost-effective publicity underscores the campaign’s success in promoting cycling advocacy while addressing the often-overlooked issue of maintaining safe cycle lanes during adverse weather.

Paravelo: A flight of fancy with a message

In 2013, we unveiled the Paravelo, a flying bicycle. While undeniably playful, the project carried a deeper message: without significant investment in cycling infrastructure, cyclists may need to take to the skies to escape dangerous roads. Working in collaboration with a team of volunteer designers and engineers, we built (and flew) the Paravelo to capture imaginations and headlines, to advocate for safer streets on the ground.

photo of the paravelo showing a bicycle 'docked' with a trailer equipped with a paramotor. The paramotor propeller is visible surrounded by a protective cage

Turning the tide on car dependency

Changing transport culture requires more than infrastructure; it demands a shift in mindset. If active travel is to compete with the soft power of car culture, campaigns that capture imaginations, entertain and ultimately help to inspire action can help.

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We know a thing or two about protecting bikes

It's an unfortunate fact of life; bicycles can break down. Even the shortest journey comes to an abrupt halt if you can't fix a flat tyre, broken chain or buckled wheel at the roadside. It's why over 30 years ago we launched Cycle Rescue  - the UK's first breakdown cover for bicycles.

ETA Cycle Rescue covers e-bikes, too. If you ride a road-legal electric bicycle, we’ll cover it against mechanical faults, punctures or a flat battery.

How does Cycle Rescue cover work?

If you suffer a breakdown (including punctures, or even a flat e-bike battery) while out cycling, or are unable to continue due to an injury, our 24-hour Cycle Rescue team is on hand to arrange transport for you and your bicycle to a safe location.

Cycle Rescue costs only £24 per year with no hidden extras to pay if your bicycle suffers a breakdown.

Get Cycle Rescue for free when you buy ETA cycle insurance

Every cycle insurance policy of ours includes the following as standard:

• Theft, accidental damage & vandalism
• E-bike battery theft cover
Cycle Rescue
• No devaluation of your bike over time
• £2m third party PLUS £20,000 personal accident cover
• Shed and garage storage
• Low standard excess of 5% (£50 minimum)

cargo e-bike being carried on the back of a large breakdown recovery lorry


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The ethical choice

The ETA was established in 1990 as an ethical provider of green, reliable travel services. Over 30 years on, we continue to offer cycle insurance , breakdown cover and mobility scooter insurance while putting concern for the environment at the heart of all we do.

The Good Shopping Guide judges us to be the UK's most ethical provider.

Information correct at time of publication.

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