Road officials in Northamptonshire have cut the speed limit on a dangerous stretch of road in the area.
Motorists travelling along Harlestone Road near Church Brampton will have to do so at 40mph in the future, reports the Northamptonshire Chronicle and Echo.
The 20mph drop comes following a number of accidents on the highway, some of which are potentially damaging to local car insurance policies if cover firms consider the area to be a risky one in which to drive.
A spokesman for Northamptionshire County Council comments that the change is expected to be carried out in the next few months.
"The casualty reduction team have carried out a thorough assessment on Harlestone Road, near Church Brampton, and will be placing a new speed restriction of 40mph ... within the next financial year," said the official.
Statistics published by the Department for Transport show 3,150 people were killed in 2006 on UK roads.