In pictures: Ford targets new drivers with experiential road safety event

Last week (20-22 November) saw Ford offer new drivers the chance to gain some extra road safety training at its Driving Skills For Life event.


The experience welcomed almost 1,000 indivduals aged between 18 and 24 across three days. Guests were split into groups and led by driving instructors into a hall at the venue, where a number of different driving obstacle challenges awaited them.

Experiences on offer included a distraction test, where drivers were tasked with manoeuvring a Ford Fiesta around a windy track while undertaking different tasks in the car, and a drifting test, which showed them how to recover from skidding on ice. 

It is the second year Ford has hosted the driving event at the Excel, however it previously took place in the venue’s outdoor car park. The decision to take the event indoors was made to combat any unpredictable weather.

Harry Brewer, account manager at Excel London, told Event: "Moving the event inside was a first for Ford and we did pre-tests to check the tyres had the right grip on our concrete hall floor. This involved Ford’s operational team driving in the halls for a day which we facilitated as part of planning for the event, this was all done pre-contract stage with the client to ensure our halls were fit for purpose.

"Delivering the event inside the halls worked really well for Ford and as such their European marketing teams are now looking to replicate this format at other destinations. As one of our key clients, we look forward to working together again in the future."

More: One Minute with... Dan Jones, Ford

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