Motorcycle crashes are up 58 percent over the last four years in Colorado. In 2016, motorcyclist fatalities hit an all-time high of 125 deaths in the state. While motorcycles account for just 3 percent of registered vehicles on the road, motorcycle fatalities represent over 20 percent of fatalities.

The Colorado Department of Transportation (CDOT) and Groove Auto announced a joint statewide effort to remind Colorado drivers to watch for motorcycles. As part of the partnership, CDOT developed a campaign that prompts drivers to check for motorcycles by placing reminders in unexpected places. CDOT wrapped a small fleet of Groove Auto courtesy vehicles with a reminder for drivers to always check their blind spots. In addition, Groove Auto is featuring stickers placed in the mirrors of its showroom vehicles.

The Motorcycle Safety Campaign will go through the end of September and includes truck side billboards, radio spots and on-line ads.

“With 72 motorcycle fatalities thus far this year, it’s imperative that drivers make the extra effort to check their surroundings and watch for motorcycles,” said Sam Cole, CDOT Communications Manager of Traffic Safety. “Motorcycles are less stable than passenger vehicles and provide no protection in a crash, which makes them very vulnerable on roadways.”

“Partnering with CDOT on this campaign has been a great opportunity to raise awareness for motorcycle safety,” said Dennis Jacobsen, Groove Ford general sales manager. “Safety is a top priority for Groove and we want each one of our drivers to be aware when they get on the road.”

"43 percent of motorcycle fatalities in 2016 were under 34 years of age,” said Deputy Chief Mark Savage, Deputy Chief of the CSP. “Holding friends and family accountable for wearing helmets and obeying traffic laws will save lives.  To all drivers, please, we urge you to slow down, take an extra look for motorcycles and don't forget to always check your blind spot.”

“My brother was in a very serious crash on his motorcycle due to a driver not taking the time to check their surroundings,” said Dana Simmons, whose brother was a victim of a serious motorcycle crash. “People don’t understand that looking away or not being aware can devastate a life and their family.”