- Moto has won permission from National Highways to install digital roadside displays on UK motorways
- This follows a successful trial at Moto’s Frankley Services on the M5
- An initial roll out to another five Moto sites using the new signs will see prices cut by 15p per litre, saving motorists an average of £7 a tank
- Chief Executive Ken McMeikan has called upon other motorway service operators to do the same to help motorists as the cost-of-living crisis takes hold
Thursday 03rd February 2022 – Moto, the UK’s largest motorway services operator, has won the right to display new digital fuel price signage on motorways with installations expected to start at five of its services over the coming months, driving down the cost of fuel for motorists.
The digital signs will see prices at the pump drop 15p per litre, bringing them in-line with prices at local high street forecourts.
The price cut will also bring the cost of fuel at participating Moto forecourts within 10p of average supermarket prices – delivering real competitive pricing on motorways and cutting the cost of filling the average fuel tank by more than £7.
Moto Chief Executive, Ken McMeikan is urging other motorway forecourt operators to follow suit and reduce fuel costs for as many UK motorists as possible.
He said: “Today marks a hugely important next step in improving fuel price transparency on the motorways and in helping motorists’ money go further. We want to move quickly to install the signage and reduce prices at our sites as fast as we can.
“We have worked tirelessly to show National Highways that the new signage is a very sensible measure that will allow us to reduce prices for motorists. If other motorway operators also look to install the new fuel signage and lower prices at their sites, motorists will see fuel prices comparable to local high street forecourts up and down the UK’s motorways.”
The approval for the new displays follows a successful trial of the motorway signage at Moto’s Frankley site during 2021. The trial showed that a greater number of motorists turned into its Frankley services, which meant fuel prices could be dropped for all.
Ken continued: “At Moto, it’s been our ambition to find a way of lowering motorway fuel prices sustainably and to make a significant difference to what motorists pay on motorways. With the new digital fuel price signage, we will be well on the road to doing just that.”
RAC fuel spokesperson Simon Williams said: “Moto’s bold decision to lower the cost of filling up at its service areas should permanently transform motorway fuel retailing for the benefit of everyone on the road. For years drivers have been confused as to why motorway fuel is so expensive and, as a result, many have actively avoided buying fuel at services, or only topped up with the bare minimum to get them to their destinations. Now drivers will be able to fill up on the motorway safe in the knowledge that they’ll be paying a fair price.
“We strongly urge all the other motorway service operators to follow Moto’s lead and give the UK’s drivers a better deal at their pumps.”
The trial of the Moto signage was monitored and evaluated by National Highways over a period of 12 months. The process for gaining National Network Authorisation included analysis of the impact on safety – ensuring the signs did not pose a distraction risk to drivers – as well as providing a useful and effective information service. Additionally, the sign has been designed in line with the national Traffic Signs Regulations and General Directions guidance, meaning that it is easily legible to drivers approaching them at the legal speed limit.
The ambition is to roll-out to all 47 of Moto’s forecourts.
 Calculation for saving is based on a medium sized car with a tank capacity of 50 litres of fuel.