Extreme car joins ‘Safer Rider’ campaign

12.00 | 5 June 2014 | | 3 comments

An Ariel Atom – one of the most extreme high performance vehicles on sale – is being deployed as part of the “Safer Rider” campaign in Avon and Somerset. (msn.com)

Project Safer Rider – a joint campaign involving the Avon and Somerset Constabulary, the Tri Force Specialist Operations Collaboration and Somerset Road Safety – is being used to promote safer motorcycling in Avon and Somerset during the summer months.

The Ariel Atom 3.5R, which has been liveried up as an Avon and Somerset Constabulary vehicle known as Ariel PL1, features a 350hp supercharged Honda engine and can go 0-60mph in just 2.5 seconds.

The vehicle will make its debut at the Safer Rider launch event at the Haynes Motor Museum in Somerset on 8 June. Admission to the event is free, and visitors will be offered the opportunity to learn new motorcycling and first aid skills.

Andy Parsons, roads policing sergeant with the Tri Force Specialist Operations Collaboration, said: “I am really excited that Ariel has joined with us to bring Project Safer Rider to fruition, and I hope that the use of the Ariel PL1 will have a positive impact to promote road safety, and help us reduce road death and serious injury within the motorcycling community.”

The Ariel marque began life as a bicycle manufacturer back in 1870, and was a motorbike manufacturer up until the late 1960s. The company says it plans to re-enter the motorcycle market.




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    High powered bikes have been used in the past by a number of police forces and to some bikers it becomes a test of their ability to outdo it or the rider.

    A lot of bikers will be impressed with the credentials of this machine and if used in a positive and pro active way it may deter some of the mad idiots that ride bikes. We shall wait and see.

    Nice to know that a well respected motorcycle marque will be making a comeback into the motorcycle scene.

    bob craven Lancs
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    I think the message with the Ariel is that some riding is better on a track day rather than on a road. The Ariel is built local to that force, hence the connection. Performance figures are closer to a superbike than a car also. If it gets attention and opens an engagement with the bikers then all is good.

    Olly, Lancs
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    Whilst admiring the Avon & Somerset’s ability to convince Ariel to lend them an Atom (and I bet it’s a hoot to drive!) on the face of this article one has to question the usefulness of a CAR in addressing MOTORCYCLE casualties?

    I would suggest perhaps it would have been better to use an “appropriate” bike? Maybe a BMW S 1000 RR (as used by young Mr Dunlop at TT) or maybe a Ducati Panigale both of which could be suitably liveried in Police Hi-Viz. Surely these are more likely to resonate with the campaign’s target audience (but perhaps BM/Ducati were less amenable to lending one?)

    tony s
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