Lower speed limits along the hazardous A368 will come into operation from Thursday 10th April.
A total of 14 people have been killed or seriously hurt since 2014 on the stretch between Marksbury and Ubley, and 53 collisions have been recorded in the past 10 years.
The road is a key commuter route to Bath, Keynsham and Bristol, and a through route for longer-distance traffic connecting with the A38, M4 and M5.
Bath & North East Somerset Council consulted last summer on its plans to reduce speed limits along a 10-mile stretch of the road which passes through the villages of Chelwood, Stowey, Bishop Sutton, and Compton Martin. The road has narrow sections and some sharp bends.
Following the consultation, 50mph speed limit stretches in non-residential areas will be reduced to 40mph, the 40mph speed limit on approaches to residential areas will drop to 30mph, while the speed limit through residential areas will come down from 30mph to 20mph.
There are currently very few facilities for pedestrians and cyclists in place along the length of the road so the council hopes that by making the road safer, it will encourage more active travel.
B&NES Council consulted residents, businesses and those who use the A368 regularly and received 366 responses. Most of the route is within B&NES, with a small section in neighbouring North Somerset.
A total of 231 people supported all the speed limit proposals and a further 50 were in favour of some of them.
Meanwhile 43 people objected to all the proposals and a further 32 objected to some. Ten responses did not specifically indicate support or objection.
One concern was that lower speed limits will increase congestion and cause delays along the route.
The council responded: “It is recognised that it will take longer for motorists to drive along the entire length of the A368 if the proposed speed limits area introduced, but it is considered that the anticipated benefits will outweigh any potential inconvenience.
“There is no evidence to suggest that the proposals will result in increased congestion. It is difficult to accurately gauge how much longer it would take to drive along the A368 though B&NES if these speed limit proposals are introduced but, assuming that motorists comply with the proposed speed limits, it is anticipated that it will take around four minutes longer to drive along the entire length.
“However, it is understood that the majority of traffic only uses sections of the road, rather than using it from one end to the other.”
Another concern was that satnavs will send motorists on the fastest route away from the main A368 and onto country lanes, making it less safe for other residents and homeowners.
But the council said the A368 will remain the most appropriate route for through traffic in this part of B&NES and it is unlikely there will be any time advantage in using narrower, country lanes.
Objectors also flagged up that accidents occur due to driver or pedestrian error, not speeds.
The council responded: “Most collisions on our roads are caused by driver error, but a lower and more appropriate speed limit for this road will reduce the likelihood of someone losing their life or suffering serious injuries as a result of a collision.
“Unlike many ‘modern’ roads built from mid last century onwards, the A368 is not designed for higher speeds which means the consequences of a collision occurring at speed are likely to be severe.
“The proposed speed limits reflect what are safe speeds to travel along this road.”
There were also calls for more traffic calming measures and formal crossings, and better signage.
The council said that modifications, including pedestrian crossings, are beyond the scope of the speed limit proposals, but it might be feasible to improve the signage and road markings in some locations.
The impact of the new speed limits will be monitored and, if necessary, the possibility of further traffic management measures will be investigated.
