Cyclist Jesse Sergant (Trek Factory Racing) was hit by a Shimano neutral service car during last Sunday's leg of the Tour of Flanders, resulting in a broken collar bone for the New Zealander.

Heading the lead escape group, Sergant was struck by the blue estate car from the left, knocking him to the tarmac. The following cyclists had to brake to avoid hitting their stricken competitor.

Footage of the incident appears to show the Shimano car approach the left of the group, hemming itself in between the kerb and the riders. Why the car was so close to the group remains unclear.

Later on another Shimano neutral service car rear-ended an FJD team car as it pulled up to help French rider Sebastien Chavanel. As a result Chavanel was knocked over and had to retire from the competition.

Shimano, the Japanese cycle gear manufacturer, later issued a statement apologising for the incidents: “At Shimano we apologise for both incidents the Shimano sponsored neutral caused today at the Tour of Flanders.

“We especially apologise to the riders and teams involved, Jesse Sergent of Trek Factory Racing and Sébastien Chavanel of Française des Jeux. We wish them a speedy recovery."

As one of the leading cycle gear makers in the world, Shimano will no doubt be disappointed that its brand has been associated with the two incidents, which seem all the more unnecessary considering how bright and clear the day was.

The irony that the very cars sent out to assist cyclists caused two riders to be knocked out of the competition will not be lost on competitors or fans.

The incidents serve as general reminders for motorists to keep an eye out for cyclists on the road.