• by Larissa Faw , April 6, 2018

Southeast Toyota Distributors, its AOR, 22squared, and Priority Bicycles are partnering to develop a high-tech, working bicycle prototype which re-imagines safety features for cyclists by leveraging technology found in Toyota’s new 2018 Camry.

The bicycle prototype incorporates a safety system that was designed to sense and respond to what is happening on the road in real-time. With over 500 feet of cables woven throughout the bicycle, it uses an array of sensors connected to a colored display mounted to the handlebars to alert riders to any activity or movement in front, behind, or to the side of a rider.

The bicycle also features an adaptive LED headlight that automatically adjusts its angle of projection, based on cycling speed and incorporates a fully powered car horn.

22squared documented the entire collaboration in a short film, which currently appears across digital and social-media channels.

Both the concept bike and the film are designed to champion a bigger push for change, from infrastructure and legislation to technological innovation, that could ultimately make the roads safer. They serve as the cornerstone of an integrated creative campaign to promote the launch of the 2018 Camry.

“Think of this prototype bike much like you would a concept car," says Kevin Botfeld, executive creative director, 22squared. "Our intent was to build something tangible together that showcases Toyota’s commitment to safety and raises awareness for an alarming problem out there within the biking community.

"And while we might not see a bike like this on the road just yet, we would like to change the way people view safety on the roads.”

For now, the bicycle is just a prototype and not for sale.

Southeast Toyota Distributors distributes vehicles, parts and accessories to 177 Toyota dealerships in Alabama, Florida, Georgia, and North and South Carolina. Southeast Toyota dealers sell approximately 20% of all Toyotas sold in the U.S.