UK motorists driven round the bend by foreign road signs

03 April 2018

Seven out of ten UK motorists admit to being driven round the bend by foreign road signs, according to new research issued today by Co-op Insurance.

The study reveals that three quarters (71%) of UK motorists have encountered an unfamiliar road sign when driving abroad, and of these, over a tenth (13%) have crashed or almost crashed as a result.¹

Almost a quarter (22%) of UK motorists said not understanding road signs abroad led to them taking a wrong turn. A fifth (19%) ventured down a road that they weren’t supposed to and over a tenth (14%) had to endure the wrath of other drivers, who became aggressive and in some cases, shouted at them.

Furthermore, over a tenth (12%) of UK motorists admitted that foreign road signs had also been to blame for an argument within their own car. As a result, two fifths (39%) of drivers say they refuse to drive abroad, highlighting the distance motorists will go to in order to swerve dealing with foreign road signs.

When asked what may encourage these motorists to drive abroad, four fifths (86%) explained they would find some foreign road sign guidance useful and a further tenth (13%) said such guidance would actually encourage them to drive more when abroad.

Nick Ansley, Head of Motor Insurance at the Co-op said:

“It is clear that many drivers do not understand foreign road signs. We want to help our motorists feel confident and therefore safe when venturing on foreign roads. For that reason, we’ve developed an easy to use interactive tool in the hope that it will help to educate drivers ahead of overseas road trips.”

Nick’s top tips for driving abroad:
- Make sure you’re aware of the rules of the road for the country you’re travelling in
- Don’t forget, generally the speedometers abroad are set as KM rather than MPH
- Make sure you have appropriate footwear - never drive in flipflops - Check your Satnav is up to date for the country you’re visiting
- Keep your documents including a driving licence to hand

The road signs hub can be accessed at: https://hub.co-opinsurance.co.uk/road-signs/

Ends

Media Contact:

Dave Smith
Email: dave.smith@coop.co.uk
Phone: 07702152771

Notes to Editor:

¹ Research was conducted among 2000 UK adults on behalf of Co-op Insurance by Atomik research in March 2018

About Co-op Insurance:

Co-op Insurance is part of Co-op Group, one of the world’s largest consumer co-ops, owned by millions of members. Alongside Co-op Insurance, we have the UK’s fifth biggest food retailer, the UK’s number one funeral services provider, and a developing legal services business.

As well as having clear financial and operational objectives, the Group is a recognised leader for its social goals and community-led programmes.