In Sweden, there is a strong political desire to shift car traffic to cycling. While the number of road fatalities among motor vehicle occupants have seen a substantial decrease, the same positive trend has, not been found among cyclists. To increase safe cycling, different traffic safety measures is therefore needed. One such attempt is the Swedish Transport Administration’s re-design of five rural road-segments in the southern part of Sweden. On the re-designed segments, the hard shoulders on each side of the road are broadened to give more space to cyclists. At the same time, the area for motor vehicles is narrowed to a single lane where the motor vehicle drivers are forced to adapt their driving to the flow of cyclists when meeting another motor vehicle. The aim of the present study was to evaluate these re-designed rural road segments, focusing on the beliefs underpinning the road users’ attitude, subjective norm and perceived behavioural control associated with these segments.