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A white van driver was caught on film rushing to overtake a cyclist before swerving across the lane and forcing the rider off the road.
Widespread outrage caused by the clip after it was shared on social media has led to the managing director of the van driver's company to issue a public apology.
In the short clip, which appears to have been filmed on the westbound stretch of the A272 in West Sussex, the white van hovers behind the cyclist for a few seconds before attempting to dart past him.
The cyclist, who was wearing a helmet and a high visibility jacket, hit the side of the Vidette UK van to alert the driver of his presence as the vehicle skimmed past him.
But the van driver seemed oblivious to the warning and proceeded to swerve to the inside of the lane, almost knocking the cyclist off his bike.
The rider somehow managed to stay upright but was forced onto the grass verge on the roadside as the van drove away.
Twitter and Facebook users have condemned the driver's actions as 'disgusting' and 'dangerous'.
Kevin Tierney said: 'Looks like attempted murder to me.'
Twitter user ElCoso8 added: 'Van 100% in the wrong,' while Niell_14 said: 'I'd make the driver ride a bike while people drive vans at him until he gets the message.'
Even celebrities have expressed outrage at the incident.
BBC radio host Jeremy Vine tweeted the video along with the caption: 'It actually takes practise to drive as badly as this.'
Ian Frazer, managing director of the Surrey-based construction and refurbishment firm, Vidette UK, took to Facebook to make a public apology about the incident.
He said: 'I am writing this letter to express my sincere apologies to the cyclist that was very unfortunate to experience a very irresponsible and dangerous move by an engineer driving one of Vidette's vehicles on Sunday 30th April.
'My wife and I are both very keen cyclist ourselves so fully appreciate the impact/trauma that a near miss like this would have on anyone in this situation.
'I have now interviewed the driver and can honestly say the he is so full of remorse and fully understands how lucky he and the cyclist have been on this occasion and swears to never let himself get into a position like this again.
'He stated that he was having personal problems with his family and his mind “was all over the place” and that he is so sorry.'
Mr Frazer added: 'I do believe him and could tell his apology was genuine, however we cannot condone nor let this behaviour have any place within our company.
'We have decided to make an example here and to promote driver awareness going forward. He has been dismissed from immediate effect.'
Sussex Police are investigating the incident.