Ford's Driving Skills for Life: Enhancing Road Safety in the Middle East

Nothing is more valuable to us than our own lives. Millions of casualties are recorded every year because of haphazard driving etiquette by individuals who do not abide by road rules or are unaware of them. In many accidents, new drivers are generally involved as they lack the acumen to gauge the road ahead and the skills to drive like experienced motorists. In response to these challenges, Ford has launched a road safety awareness program in the Middle East that emphasizes a hands-on learning experience for new drivers to avoid road collisions and become adept at driving.

Driving Skills for Life Program Overview

Sponsored by the Ford Fund, the Driving Skills for Life (DSFL) program has been conducted in Dubai and Jeddah. This initiative has been ongoing since 2010 and provides complimentary training for fledgling drivers, aimed at enhancing safety standards while equipping them with essential skills.

Program Reach and Impact

In the Middle East, the American group conducted DSFL sessions with:

• 259 students of Effat University in Jeddah, Saudi Arabia
• 296 pupils of The Higher Colleges of Technology Women’s Campus in Dubai

Each student was trained in four key parameters: Fitting, Distraction, Driving Course, and Impairment. In the UAE, 3 out of 81 drivers have died in the previous year, ranking the country 118th in road traffic accidents. In contrast, Saudi Arabia ranks 34th, highlighting the challenges faced by motorists on KSA’s roads.

Key Training Modules

The training is imparted by experts in the field to rookie drivers on five fundamental driving skills:

1. Hazard Recognition
2. Vehicle Handling
3. Speed Management
4. Space Management
5. Distracted and Impaired Driving

Module Highlights

In Dubai, special attention is given to minor yet crucial aspects such as:

• Positioning of the wing and central mirror
• Proper steering wheel grip
• Adequate driving position based on the learner's dimensions

The first module elaborates on the perfect positioning of the seat and the importance of wearing a seatbelt, crucial for safety during severe accidents.

The second module addresses the dangers of driving while distracted by:

• Smartphones
• Changing radio stations
• Using the vanity mirror while driving

The third module iterates the basics of driving lessons, enhancing students’ dexterity by allowing them to experience vehicle acceleration and braking. Mentorship includes:

• Hand placement on the steering wheel through zigzag turns
• Concepts of under-steer and over-steer
• Precision in signaling during lane changes

The ultimate module employs Ford’s special impairment goggles, enabling students to witness the effects of impaired driving due to alcohol, drowsiness-inducing medications, and fatigue.

Conclusion and Commitment to Road Safety

Pedro Simoes, Marketing Director of Ford Middle East, stated, “Now in its 19th year globally, Ford Driving Skills for Life has provided free training to more than 1.5 million newly licensed drivers in over 40 countries, including over 4,000 students across the Middle East since 2013.”

“In total, Ford has invested over $50 million in initiatives globally as part of its commitment to promoting road safety. Safety remains a key priority for Ford,” he adds. “DSFL aims to reduce road accidents while improving drivers’ knowledge of best practices and their confidence.”

“While there have been improvements in road safety across this region, there remains a long way to go,” says Simoes. “We will continue to spread the lessons of DSFL across the Middle East.”