We conclude our series ‘Exploring CulturalRoad’s Demo Sites’ with an in-depth look at our demonstration site in the United Kingdom, which features two diverse regions: Oxfordshire and the West Midlands. These regions reflect the United Kingdom’s unique cultural, geographical, and technological diversity, showcasing how innovative solutions can address transport challenges in both urban and rural contexts and enhance accessibility, sustainability, and inclusivity for all.
Oxfordshire: a culturally diverse region
Oxfordshire is a picturesque county located in the South East region of England. It is known for its rolling hills, verdant meadows, and the serene River Thames that meanders through its landscape. The county is home to the city of Oxford and market towns such as Abingdon, Banbury, Didcot, Henley and Witney. The city of Oxford hosts the University of Oxford and Oxford Brookes University. The population of Oxfordshire is diverse and dynamic, with a mix of urban and rural communities. The county has a population of approximately 750,230 residents. It is culturally diverse with 23.2% of the population identifying as non-white British, rising to 46.5% within the city of Oxford.
Oxfordshire boasts a rich culinary heritage, with local produce playing a central role in its gastronomy. The region is known for its traditional dishes, such as Oxford sausage, a lightly spiced pork sausage, and Oxford Blue cheese, a creamy, blue-veined cheese with a distinctive flavour.
The region experiences moderate rainfall throughout the year, with the wettest months usually October and November. Spring and summer bring beautiful, sunny days, making it an ideal time for outdoor activities and exploring the countryside.
Oxfordshire has a long history of motor vehicle manufacturing with Morris Motors Ltd starting in 1919 and part of the Morris complex is still used by BMW today to make the MINI. The county sits within Motor Sport Valley and is home to several single-seater racing teams, such as Renault, Haas and Williams, and their supporting industries, driving innovation in the vehicle industry. That innovative vision from academia and the motor vehicle industry has led to Oxfordshire being home to several self-driving companies, specialist sensor manufacturers and Connected Autonomous Mobility Testbeds. For example, Didcot was the location of the first ever passenger-carrying trials of a fully electric autonomous bus in the United Kingdom.
Oxfordshire’s transport context is shaped by a variety of factors, including its geographical location, population distribution, economic activities, and environmental considerations. Oxfordshire faces several transport-related challenges, such as congestion, environmental impact, and the need for better connectivity. The existing public transport network in Oxfordshire follows a radial, ‘hub and spoke’ pattern centred on Oxford, particularly the city centre. However, connectivity is more limited outside these radial corridors, both within Oxford and especially in the more rural areas of Oxfordshire.
Oxfordshire’s transport network is transforming with an ambitious plan to deliver a zero-carbon transport network by 2040. This plan aims to enable the county to thrive while protecting the environment and making Oxfordshire a better place for all residents. The Local Transport and Connectivity Plan (LTCP), adopted in July 2022, aims to reduce the need for travel and discourage unnecessary individual private vehicle use by making walking, cycling, public, and shared transport the natural first choice.
Gaining a better understanding of the population’s needs
The CulturalRoad demonstration in Oxfordshire aims to develop a better understanding of the population, how they travel and how Connected and Automated Mobility (CAM) solutions could help them switch from private vehicle usage to other modes of transport. It also seeks to understand people’s barriers to change, whether related to a lack of options in rural areas, age, disability, neurodiversity, or cultural factors. This will be done through a series of targeted surveys and focus groups where the various CAM solutions can be discussed, and the collected views can be incorporated into new design solutions for CAM services along with the associated digital and physical infrastructure needs.
“Understanding Oxfordshire’s diverse travel needs will enable us to be more inclusive in developing policies, strategies and designing transport solutions with the aim of reducing congestion and improving journey time reliability for all.” Ruth Anderson, iHub Future of Mobility Technical Lead at Oxfordshire County Council.
The initial surveys are expected to take place in 2025. The CulturalRoad results will feed into various strategies and policies within Oxfordshire County Council on mobility at a local level. It will also produce recommendations at a regional and national level as the Oxfordshire County Council works with the project’s UK partners, Transport for West Midlands and the Department for Transport.
West Midlands: diversity and innovation in mobility
The West Midlands is the second most populous metropolitan area in the United Kingdom, with around 2.9 million inhabitants. The region offers a diverse landscape, ranging from vibrant urban centres like Birmingham and Wolverhampton to rural areas and picturesque countryside. With a rich industrial heritage, the region is home to historic canals, factories, and Black Country towns, known for their distinctive dialect.
This multicultural region is shaped by a diverse population influenced by various cultures, including British, Indian, Pakistani, Caribbean, and Chinese influences. This diversity is reflected in the region’s vibrant food, music, and arts scene. Traditional dishes include Balti curries, fish and chips, and Staffordshire oatcakes. The West Midlands also boasts a wealth of cultural landmarks, including Birmingham’s iconic Bullring shopping centre, the historic Black Country Living Museum, and the beautiful canal network. The region enjoys a temperate climate, with mild winters and warm summers. However, the weather can be unpredictable, with frequent rain showers.
Transport for West Midlands (TfWM) oversees the transport network in the region, focusing on improving connectivity and promoting sustainability. The West Midlands benefits from a diverse transport network, offering a range of travel options. Rail services connect major cities like Birmingham, Wolverhampton, and Coventry. The West Midlands Metro, a tram system, serves key areas within Birmingham and its surrounding regions. For more widespread coverage, extensive bus services operate throughout the West Midlands, connecting urban and rural areas. Additionally, a growing network of cycle paths and lanes encourages cycling as a sustainable mode of transport.
The West Midlands is at the forefront of CAM in the United Kingdom. The region has established itself as a testing ground for innovative technologies, with initiatives like Midlands Future Mobility (MFM).
Building trust in CCAM solutions
The CulturalRoad demonstration in the West Midlands builds upon previous Connected, Cooperative and Automated Mobility (CCAM) pilots in the region. These pilots, along with the CulturalRoad project, will inform the use of CCAM as another transport mode in transport planning and future policies.
For CCAM to be seen as a viable mode, TfWM needs to ensure that it is accessible, equitable and safe. One of the first steps towards achieving that is to build trust with the user base.
The demonstration is running in parallel with a deployment trial at the National Exhibition Centre (NEC) in Solihull. This deployment will last between 6 to 12 months, with three shuttles provided by Ohmio operating around the NEC campus. The deployment will complement the plans for a fully automated and commercial service running in time for main events located at the NEC in 2027, such as the Invictus Games and the ITS World Congress.
TfWM will partner with Mustard Research for the engagement activities with the public as part of CulturalRoad. Mustard Research has previously supported TfWM with market research, setting up various databases from user surveys and leading front-facing interview and focus group research.
“A project such as CulturalRoad helps TfWM to strengthen their understanding of the user base – their concerns, hopes and questions of the technology. The West Midlands is a vibrant and diverse region but not without its challenges. TfWM want to hear from all their residents as this will support the delivery of a service which will be accessible for all.” Matthew Shelton, Future Transport – Services and Technologies Lead at Transport for West Midlands
