CulturalRoad hosted its Launch Workshop on 20 March, bringing together experts from over 37 countries to discuss the challenges and expectations for deploying equitable Connected, Cooperative, and Automated Mobility (CCAM) solutions. Moderated by Agostina Massarini (Internation Road Federation – IRF), this online workshop introduced the project’s methodology and explored how CCAM can become more inclusive and equitable.

The EU Vision for CCAM

The workshop opened with an overview of the European Union vision for CCAM by Suzanna Kraak (European Commission). She highlighted how the EU’s new priorities –  strengthening the competitiveness of the automotive sector, promoting clean energy, advancing sustainability, and embracing digitalisation – are shaping future mobility. As part of this vision, the CCAM Partnership was launched in 2021 to accelerate the deployment of CCAM services for safer, multimodal, low-carbon mobility for all. CulturalRoad contributes to the CCAM Partnership’s Cluster 6, which focuses on societal aspects and people needs to ensure CCAM deployment goes hand in hand with users’ needs.

CulturalRoad’s approach for equitable CCAM deployment

CulturalRoad’s Project Coordinator, John Paddington (ERTICO – ITS Europe), presented the project’s vision of developing sustainable and citizen-accepted deployment plans for CCAM. CulturalRoad focuses on cultural and geographical diversity to develop CCAM recommendations that are applicable to various contexts and environments and account for the different needs of different populations. One of its key outputs is the Five-Pointed Star Rating System, a tool designed to assess equity from a comprehensive point of view and to integrate European diversity into the development of equitable CCAM services. Guido Cantelmo (Technical University of Denmark – DTU) and Margarita Martinez Diaz (Polytechnic University of Catalonia – UPC) explained how this framework assesses transport equity through five key pillars: safety, inclusivity, user acceptance, network optimisation, and psychological factors. Focusing on diversity in all its aspects, these pillars aim to deepen the understanding of how diversity influences the uptake and use of CCAM. The tool will be tested in the project’s five demonstration sites to ensure its applicability in different contexts, in Europe and beyond. To foster social acceptance and user-centric solutions, CulturalRoad also adopts a participatory approach to co-creating deployment plans. Guido Cantelmo outlined CulturalRoad’s two-step co-creation framework to ensure the involvement of all relevant stakeholders, starting with stakeholder workshops to gather insights and followed by targeted focus groups to refine deployment plans based on the needs of specific target groups.

Key insights from the breakout rooms

The workshop featured interactive breakout sessions where participants could discuss key challenges and opportunities for equitable CCAM deployment in smaller groups. The discussions focused on the following:

Support needed for deployment: While financial support was seen as important, participants agreed that collaboration and improving the clarity of regulations are even more crucial for successful CCAM integration. Successful real-world demonstrations were also seen as an effective way to build trust and encourage adoption.

Challenges and barriers: Participants shared concerns about the absence of a driver in automated services, with some suggesting remote assistance as a potential solution. Economic challenges were also raised, with discussions on the high costs of CCAM development and the potential need for public subsidies. In addition, digital and physical barriers, especially for vulnerable groups, remain key obstacles to truly inclusive mobility.

Ensuring societal acceptance: Discussions highlighted the importance of reliable, high-quality services to encourage CCAM adoption. Data privacy, security, and regional differences in technology acceptance were also highlighted. Some participants also suggested that early adopters could act as role models to encourage the use of CCAM services in specific population groups.

Missed the workshop?

Catch up by having a look at the presentations here. Make sure to follow us on LinkedIn and subscribe to our newsletter to stay updated on our progress.