In 2017, Oslo had no traffic fatalities for pedestrians or cyclists. This was a key goal of a nationwide initiative named Mission Zero. How did the city achieve this and what is Mission Zero? For our latest Urban Change Series, we took a deep dive to get a better understanding.
We spoke with Pål Nilsen, the founder and sales manager of Altura. Pål has worked in the cycling industry for over 30 years and has keen insight into the mobility targets that Oslo and Moss have set in recent years.
Oslo – Urban planning with bikes in mind
In 2015, after years of increased traffic accidents, the city of Oslo committed to reducing congestion and prioritising pedestrian safety, as well as that for cyclists and the environment. The goal was taken seriously and has made significant headway.
In just two years Oslo became the first city in the world to fulfil key components of Mission Zero with its public transport network. Mission Zero is a quality standard being adopted all over Europe aiming to have zero emissions, zero collisions and zero prohibitions. Oslo has done so well in meeting these targets that the city is now listed as a “Rising Star” in the Copenhagen Index. It climbed from 20th place in 2017 to 7th place by 2022.
A key to tackling the city’s previous mobility problems was encouraging people to cycle more, both on regular bicycles and e-bikes. Cycling is environmentally friendly, promotes health and relieves congestion in urban centres. This has become vital for one of the fastest-growing cities in Europe. Cycling helps meet the EU’s climate targets and has inspired Oslo’s future urban planning.
Oslo has been added to Norway’s Cycling City Index, which ranks cities based on many cycling-friendly factors. This is mostly part of the growing length of its interconnected cycling paths as well as plans to ban cars from the city centre.
The Norwegian capital’s ambitious plans to further improve cycling infrastructure, as well as tackle carbon emissions, has both the government’s praise and extensive funding. Each year a growing number of people in Oslo are switching to cycling as their main method of transportation.
Between 2019 – 2021 the number of people who travel to work and school via two wheels grew by 24%. This was aided by the growing amount of dedicated red bike lanes you see all across Oslo’s urban centre.
An interview with Pål Nilsen
We wanted to get insight from someone who knows the cycling industry inside out. Pål Nilsen was once a cycling specialist retailer who eventually became marketing manager for Canyon as well as a commentator for Eurosport. After leaving Canyon a year and a half ago he decided to start his own company.
Altura Sport AS sells a select range of brands across cycling and skiing, including Ampler’s sustainable and lightweight e-bikes. The business revolves around activities that have a minimal environmental impact to promote sustainable and healthy lifestyles. Cycling is an integral sport in this framework.
Pål currently resides in Moss, near Oslo, and is witnessing first-hand the change in urban mobility happening across Norway. He tells us about plans to make Oslo’s city centre car-free and the initiative to link up their extensive network of cycle paths. Here are some interesting points after having a conversation with him.
Ampler:
In Oslo, big plans are in motion in terms of future city planning as it relates to transport. CO2 reduction is a key factor. Are there any signs of success in Oslo’s city centre?
Nilsen:
“Yes, it has changed a lot in the last five years, I would say. So it is in development, but everything is going slowly. The overall plans look great. I mean, if you look at the plans for the future, there will be no more cars.”
Ampler:
The government seems to be putting great effort into developing public transport. Oslo, for example, wanted to develop a car-free city centre by 2019, but so far it has not yet been able to do so. Why is that?
Nilsen:
“Not yet. No, but they are working on it. Some parties don’t want it and others do. So it goes back and forth depending on who is in government at the time.”
The trend towards e-bikes
Ampler:
Oslo’s change in mobility and infrastructure is very dependent on its citizens changing some of their practices. Have you noticed more people cycling in Norway?
Nilsen:
“Bicycle sales have exploded in Norway. People are setting their priorities differently now. They haven’t travelled abroad as much and are travelling within their home country.”
Ampler:
And what about e-bikes? The move towards e-bikes has also picked up speed and the customer range seems to have increased, particularly among younger people.
Nilsen:
“The change I’ve noticed is that younger people are now considering buying an e-bike. If you asked me how it was 10 years ago, people would say, ‘Oh, e-bikes. That’s only for older people.’ And now, especially with e-bikes like Amplers, they’re appealing to a younger audience as well.”
Between Oslo and Moss
Ampler:
Altura is located in Moss, near Oslo. You can see the developing transport networks across the city although it is seemingly slower compared to Oslo. While cycle paths in the capital have increased tenfold, Moss has only been building them in increments of 200 metres.
Nilsen:
“The problem is that they don’t seem to be able to implement the plans in their entirety, but only proceed piece by piece.”
In general, Pål sees things moving in the right direction. Even big car manufacturers like Ford and Audi have committed to developing CO2-neutral transport. Oslo has taken significant steps in the right direction and has already achieved Mission Zero in terms of traffic fatalities and zero emissions on public transport. But this is only the beginning of a big transformation process. As Pål notes though:
“Norway is generally very focused on sustainability and the benefits of bicycles.”
And it’s becoming clearer when you travel between Oslo and Moss. You see more and more e-bikes on emptier roads. It’s a bit too long for a daily commute for most people, but it’s great for a weekend trip.
In conclusion
As we can see from Oslo there is a clear desire for mobility reform. With everything from government support and enthusiasm from the younger generation to business opportunities, there are agreeable solutions to fight the climate crisis. Although it may not be overnight it’s inspiring to hear how fast things are developing across cities. Thank you very much for the interview and insights, Mr Nilsen, and thank you for reading.