Honda's big play to appeal to cyclists is this two-bike rack inside the car which is complimented with a range of other clever features for bike riders.
Jaguar’s relationship with Team Sky in recent years, not to mention Skoda’s ramped up sponsorship of the pro game, are both proof if it was needed that luxury car manufacturers see cyclists as their customers just as much as petrol heads.
And with the explosion in bike riding among middle aged men – who typically have bigger incomes - it is no surprise that those specialising in more expensive cars have targeted the sport to sell their wares.
But it is Honda which has now moved ahead of the others via its Civic Tourer Active Life concept designed with the bike rider in mind.
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It will be unveiled in Frankfurt shortly and while it is a concept car that has not moved to mass production, it hopefully offers a glimpse at a cycle-friendly future in the car industry.
The vehicle boasts an interior designed to ensure two bikes can be securely stored inside the car, with that novel feature topped with other bike-friendly tricks.
The main item of interest is the built-in rack for two bikes.
The space to store the bikes upright, with just the front wheel taken out, has been achieved by changing the placement of the fuel taken to create a hollow in the floor of the vehicle.
The rack built into it holds two bikes securely by the front forks. A retractable arm extends from the rack, meaning a bike can stay fixed to it as it comes out of the vehicle, creating a work station.
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A section of the car's tailgate can also be pulled out to provide cover when working on a bike at the back of the vehicle.
Elsewhere there’s an integrated pump, retractable work bench, toolbox and water tank.
The front wheels taken out of the bikes fixed onto the double rack inside are held firmly in place by fittings at the side of the boot.
And the roof also contains a shell for additional storage; handy for luggage you might not want mixing with your bikes inside the car.
As with most concept cars, it is not a promise of a vehicle that will be on sale any time soon.
But ideas like this can hopefully begin a race that will see major vehicle manufacturers focus more of their efforts on design features to enhance the user experience of those who ride just as much as they drive.
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