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How to govern risk through freedom? The aim of this paper is to contribute to the theoretical discussion on, and the empirical understanding of, liberal authority and its governmental rationality of risk. The analytical question is that of how to govern risk through freedom and the empirical focus is a programme of mobility management in the Swedish city of Gothenburg-New Road Habits-grouping local initiatives concerning traffic control, air quality, climate change, and public health. These initiatives have coincided with a growing problematisation of `habitual car use' in the city. New Road Habits seeks to advance an individualised politics of risky conduct and the paper addresses some of the means deployed by the city to construct the bicycle as a prudent mobility choice and, in their interpretation, a vehicle of advanced liberalism. [ABSTRACT FROM AUTHOR]