The Urban Road


Driving too fast was the main cause of  deaths and serious injuries on built up roads in the UK last year. Statistics show the main cause of road cillisions is the combination of inappropriate or excessive speed with some form of human error.


  • 7 out of 10 drivers regularly break the speed limit (usually by about 5mph )
  • An average family car travelling at 35mph will need an extra 21 feet (6.4 metres) to stop than one travelling at 30mph
  • If you hit a cyclist or pedestrian at 35mph the force of the impact increases by more than a third than at 30mph
  • Reducing your speed by an average of 1mph will cut collision frequency by 5%
  • On urban roads 76% of cars will exceed the speed limit if the road is clear
  • It is not safer to drive faster at night. Casualty rates are double that during daylight hours due to the higher speeds because of less traffic, higher alcohol consumption, tiredness and darkness


The Rural Road


You are three times more likely to be killed on a rural road than an urban one whilst in a car. Rural areas can tempt motorists into driving too fast for the conditions they are facing. Long straights and demanding bends, as well as less traffic and fewer pedestrians can make drivers believe it is ‘safe’ to go faster than they normally would. But the stark reality is actually the opposite, the risk of fatally injuring yourself or your passengers increases three fold on a rural road. This is backed up by the evidence that there is often only one car involved in rural accidents, making it likely that drivers have been tempted to push themselves or their car beyond their limits.


  • Don’t assume it’s safe to break the speed limit on rural roads just because there is less traffic
  • With a clear road ahead you may be tempted to put your foot down. Think before you accelerate on rural roads
  • Drive at a speed according to the characteristics of the road and be aware that there are unforeseen and dangerous hazards such as blind bends and animals on the road
  • At slower speeds, you would be able to react more quickly
  • The national 60mph speed limit should not be seen as a target speed
  • Take special care when driving at night on rural roads as other drivers’ headlights could temporarily blind you