The organisation behind the trial, Highways England, says the pilot scheme aims to provide improved roadside information that can assist drivers on their journey, so they are more likely to take breaks and thereby reduce the likelihood of fatigue-related accidents.

The signs will display up-to-the minute fuel prices collected automatically from five motorway service areas including Gordano, Sedgemoor, Bridgwater, Taunton Deane and Exeter together with the distances to the services.

It is also hoped the trial will help establish and understand the impact of improving fuel price transparency on driver behaviour and fuel prices at the motorway services areas.
The new signs are expected to be in place until the end of 2017.