TyreSafe, the UK’s tyre safety charity, has partnered with NFU Mutual to champion tyre safety, checks, and maintenance within the rural community. This collaboration aims to raise awareness of the critical role tyre maintenance plays in preventing incidents and supporting the safety of those who live and work in rural areas.
Rural roads remain the most dangerous type of roads in the UK, accounting for 969 deaths in Great Britain in 2023. According to NFU Mutual’s most recent Rural Road Safety Report, there were 70% more deaths on rural roads than urban highways. In Britain, collisions on rural roads are around four times more likely to result in a fatality. In 2023, an average of one in every 32 collisions (969 of 31183) on rural highways resulted in a death, compared to one in every 122 (571 of 69706) on urban roads.
With unique hazards such as limited lighting, sharp or blind bends and junctions, road debris, potholes, and large agricultural vehicles making countryside roads particularly hazardous, it is vital that road users maintain good tyre condition. These hazards can be particularly pronounced during peak travel periods like harvest season and school holidays.
As the UK’s leading rural insurer with more than 280 Agency offices across the UK, NFU Mutual is deeply embedded in rural communities. In response to the disproportionate risk on countryside roads, NFU Mutual has been campaigning on the issue of rural road safety since 2021. In December 2024, it produced the first ever Code for Countryside Roads to highlight the common hazards of rural roads and provide road users with the skills to keep themselves and others safe.
Stuart Lovatt, TyreSafe Chair, said “As more people take to the roads this summer, we must stress , the importance of tyre safety—especially in rural areas where higher speed limits, historical road alignments, and reduced visibility make driving more challenging. Through our partnership with NFU Mutual, we aim to equip rural road users with the knowledge and tools to ensure their tyres are in top condition before setting off.”
Sara Western, Car Insurance Specialist at NFU Mutual, added “Rural roads connect us all to the Great British countryside and are vital to the functioning of the rural economy, so it’s a huge concern how many lives are lost on countryside roads each year.
“We’ve been campaigning to improve rural road safety for a number of years now and we know that properly-maintained vehicles can help prevent collisions – or reduce the severity of those that do happen. TyreSafe is a leading voice in promoting tyre safety and we’re delighted to partner with them to support their advice and guidance in this area. Every road death is an avoidable tragedy and taking a few minutes to check your tyre safety really could save your life or that of a fellow road user.”
Rural communities are at the heart of what we do, and we are committed to making a positive impact on their safety and well-being. By working with TyreSafe, we can provide our customers with expert guidance on tyre maintenance, helping them stay safe on the road and reduce the risk of avoidable incidents.”
TyreSafe continues to emphasise its ACT tyre safety message:
- Air pressure – Check using an accurate gauge and adjust for vehicle load.
- Condition – Inspect for cracks, bulges, or embedded objects and seek professional advice if needed.
- Tread – Ensure tread depth is above the UK legal minimum of 1.6mm using a tread gauge or a 20p coin test.
By promoting simple yet essential tyre checks, this partnership will empower rural road users to take proactive steps in preventing incidents, protecting lives, and improving road safety across the UK.
