Each generation since the inception of the first vehicle, our earliest memories are exposed to a plethora of images, sound bites, and marketing initiatives geared to create the ultimate automotive fantasies.

We are taught in our youngest years that driving is fun, sexy, and offers a heightened sense of thrill, control, enjoyment, and excitement. You’ve never seen James Bond hunt down the bad guy with a sedan. Movies like American Graffiti, Gone in 60 Seconds, Fast & Furious, Transformers, even Disney’s Cars greatly impact our automotive perception; magazine ads, television commercials (are you a ‘Ram Tough’ or the ‘Heartbeat of America’ type of vehicle owner?), toys and games (Hot Wheels, Barbie…Yes-even Barbie has a Dream Car, Forza, and Need for Speed), even Febreeze ‘New Car Smell’ tells us that ‘our’ vehicle is an extension of ‘our’ personality.

Yet, at the age when we are most impressionable, we are offered the opportunity to gain a Learners Permit, we are told to forget everything we’ve ever seen and experienced about the exciting life as a ‘Driver’…it’s time to learn the rules and become ‘responsible’! ….. and YES Responsible we are, but are we responsible enough?

Auto racing began 5 minutes after the second car was built.- Henry Ford

Embracing New Roads unquestionably endorses and promotes every aspect of road traffic safety, while at the same time we also feel there are safe, controlled places to express our most powerful desire to “embrace” the fun and excitement of being behind the wheel.

No preaching, no lectures, no judgement. We wanted to have a frank conversation about driving safety. These people represent professional drivers, police, firefighters, and you. These are real people, not actors.

Motorsports Moments

Sign up for our newsletter


    As Edmonton’s premier race track, we understand the importance of safe driving. That’s why RAD Torque Raceway is proud to sponsor Embracing New Roads and do our part to help teach new drivers the importance of staying safe on the road. The purpose of Embracing New Roads is to ignite the attention and actively engage a young audience to be aware of the social pressures and real-life consequences of driving under substance impairment, driver anger, distracted driving, speed, safe conduct, and courtesy. Our goal is to take away the perceived glamour of undesired social acceptance of the above realities including street racing that is portrayed by Hollywood and offer a safe and controlled alternative to unsanctioned and illegal forms of auto racing that occurs on public roads. Blue Line Racing Association (BLRA) is currently in schools sharing the Embracing New Roads message along with Vision Zero.