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But although rural roads may be scenic and attractive, the restricted visibility on some stretches make higher speeds reckless and inappropriate.
Nearly six out of every 10 fatalities in the UK occur on this type of road.
In 2015, 10,307 people were killed or seriously injured in collisions on rural roads in Great Britain, according to the Department for Transport.
Road safety organisation GEM Motoring Assist is urging drivers, riders, cyclists and pedestrians to take extra care on rural roads.
Neil Worth, GEM road safety officer, said: “On average, three people die every day on rural roads. What’s more the rural road death toll is 10 times higher than on motorways. This is worrying but not surprising, given the variation in road types, terrain and visibility, and the variety of different road users sharing the same space.
“Crashes occur frequently because motorists meet ‘unexpected’ hazards such as sharp bends, animals or oncoming traffic. If they’re already driving at an inappropriate speed, then they simply won’t have the time and space they need to stop safely. In these circumstances, a serious collision would be inevitable.
“The key message is to slow down. Vast stretches of the rural road network are subject to the national speed limit, which for cars and motorbikes is 60mph. But that’s not a target, and it’s often reckless to drive on a rural road at anywhere near that speed.”
How to stay safe on rural roads: