Drivers on a major southwestern route have been warned of new speed limits and average speed cameras being installed as part of safety work to improve a popular A-road.
The changes in Dorset affect a 26-mile stretch of the A35 between Charmouth and Yellowham Hill, where speed limits will be reduced at several points and cameras installed in three villages.
National Highways detailed how the changes were necessary after data showed a high number of serious accidents on the route.
In the past five years, the agency observed that there have been 199 collisions along this section of road, resulting in 305 casualties and three deaths.
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Following a consultation period, work has now begun to reduce both the number of accidents and the severity of injuries on the busy road.
The agency explained how it will target road safety through the rollout of average speed cameras in the villages of Winterbourne Abbas, Morcombelake and Chideock. At the same time, a series of new and enforceable speed limits will be introduced along different sections of the route.
A new 50mph speed limit will be brought in along Berne Lane and Tizard Knap as well as between Coombe Road and Monkey's Jump Roundabout, between West Stinsford Roundabout and the overbridge at Cuckoo Lane Junction, and between Long Bredy Hut Lane and Winterbourne Abbas.
Meanwhile, a new 40mph speed limit will come into effect between Tizard's Knap Junction and Ryall at Star Lane, while another 40mph limit will apply between Howard Road Junction and Firch Lane.
Speed limits on the A35 have been reduced as part of plans to improve road safety for Britons
| GETTYA new 30mph speed limit is also being introduced along Hollow Way junction and Howard Road junction, with the decision being made based on collision data, risk assessments and analysis of driver behaviour.
Jack Mason, National Highways' South West Road Safety Manager, said the scheme forms part of a wider effort to reduce deaths and serious injuries on the region's roads.
He said: "The initiative follows a long-term safety review and is part of our ongoing commitment to reduce the number of people harmed on the region's roads.
"The speed reductions and average speed cameras will reduce the number and severity of collisions between Charmouth and Yellowham, improving safety for motorists and local communities."
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The new speed limits will see roads operate at 30mph, 40mph and 50mph in some areas
|NATIONAL HIGHWAYS
Mr Mason added that the A35 would continue to be monitored and that further safety measures would be considered in future if they were needed.
Dorset Police has also backed the scheme, warning that speed remains one of the main causes of serious and fatal crashes.
Once the new speed limits are in place, drivers could be hit with a £100 fine and three penalty points on their licence if they are caught speeding.
Mark Armstrong, Head of Road Safety at Dorset Police, said driving at excessive or inappropriate speeds is one of the so-called "fatal five" behaviours most commonly linked to fatal and serious injury collisions.
The new speed limits will be unveiled by March
|NATIONAL HIGHWAYS
He added: "The partnership welcomes the deployment of average speed cameras and we look forward to working with National Highways to continue to improve safety for all road users across Dorset."
The £1.8million safety scheme will also include clearer road markings and upgraded signage.
This will involve putting up chevron signs to highlight sharp bends, improved village gateway signs and kerb work designed to make it safer for pedestrians to cross the road in village areas.
The work will be carried out in phases and is expected to be completed by the end of March. Once the scheme is finished, the new speed limits will be fully enforceable by the police.