Rural road users more likely to be in fatal collisions
A new study's found 72% more deaths occur on rural versus urban roads.
The NFU Mutual study also found than more than 1 in 5 people feel less confident on rural roads.
In 2022, 113 people were involved in fatal collisions in the South West.
The study found this is three times more than the number of deaths that happened on urban roads.
Whilst vulnerable road users, such as cyclists, horse riders, and motorcyclists, were shown to be at a disproportionately high risk of losing their lives.
Andrew Chalk, rural roads specialist at NFU Mutual, said: "Rural roads are more dangerous because of blind corners, narrow and winding roads and poor road quality.
"People also find there's an impatience from drivers sometimes and that's when accidents can occur.
"The majority of accidents for motorists don't result in a serious injury, whereas there's a much higher proportion of accidents with vulnerable road users which will result in the death of a cyclist, or a motorcyclist, or a horse rider."
The company have announced a new Code for Countryside Roads to bring together expert knowledge and advice to make roads safer for everyone.