Cheshire West and Chester is characterised by its mix of rural routes and urban road networks, shaped by the Cheshire Plain. The major strategic corridors such as the M53 and M56, and rural roads — routes that can be narrower, less forgiving and more challenging, particularly in poor weather or low light present a variety of challenges for road users in the area.
Nationally, this matters. Although most collisions occur in urban areas, almost 60% of road deaths in Great Britain occur on rural roads. Over the past decade, that has equated to around 10,000 fatalities — approximately 1,000 lives lost every year on rural routes.
Against that backdrop, vehicle condition becomes critically important.
Tyres are the only point of contact between a vehicle and the road. On rural routes — where speeds are often higher and hazards less predictable — worn or illegal tyres can significantly reduce braking efficiency, increase stopping distances and heighten the risk of loss of control.
The partnership will see tyre safety messaging complement the Council’s wider road safety work, which includes 20mph schemes, enforcement activity delivered through the Cheshire Road Safety Group, and ongoing education initiatives aimed at protecting vulnerable road users.
With traffic volumes having grown steadily over the past decade, ensuring vehicles are roadworthy remains a simple but vital part of reducing risk.
Stuart Lovatt, Chair of TyreSafe, said, “We are delighted to welcome Cheshire West and Chester Council as a TyreSafe partner. Rural roads account for a disproportionate number of fatalities nationally, and in areas like Cheshire — where half of the network is rural — that risk cannot be ignored. Ensuring tyres are legal, properly inflated and in good condition is one of the simplest actions drivers can take to protect themselves and others. By working together, we can reinforce that message and help prevent avoidable tragedies.”
Cheshire West and Chester Council’s Deputy Leader and Cabinet Member for Transport and Highways, Councillor Karen Shore, added, “Road safety is a priority for the Council, and while we continue to invest in infrastructure, enforcement and education, driver responsibility remains essential. Given the rural nature of much of our network, vehicle maintenance plays a crucial role in keeping people safe. We’ve worked with TyreSafe for several years, and formalising the partnership further allows us to strengthen awareness around tyre safety and encourage drivers to carry out regular checks before setting out on any journey.”
By joining TyreSafe’s growing national network of partners, Cheshire West and Chester Council is reinforcing its commitment to a preventative, partnership-led approach to road safety.
Together, the organisations will deliver seasonal campaigns, community engagement activity and consistent public messaging designed to ensure that every journey — whether on a rural lane, a residential street or a motorway — begins with a vehicle that is safe and roadworthy.
