Moto will initially slash prices at five of its motorway service areas (MSAs) in the coming months, although it hopes it will eventually be able to roll out the price reduction at all 47 of its forecourts.
The Moto sites initially earmarked for price cuts are:
- Leigh Delamere (eastbound and westbound) between junctions 17 and 18 on the M4 near Chippenham, Wiltshire
- Lancaster (northbound and southbound) between junctions 32 and 33 on the M6
- Doncaster at junction 5 of the M18
Moto decided to cut prices after it was granted permission by National Highways to install new digital fuel price displays at these locations.
Drivers buying fuel at motorway services typically pay around 20p per litre more than the UK average. Moto says the 15p reduction will bring its prices within 10p per litre of those charged by supermarket filling stations.
Moto’s chief executive Ken McMeikan said: “Today marks a hugely important next step in improving fuel price transparency on the motorways and in helping motorists’ money go further. We want to move quickly to install the signage and reduce prices at our sites as fast as we can.”
The new price displays are being installed following a trial at Moto’s Frankley site on the M5 in Birmingham last year. This led to more motorists stopping to refuel, enabling prices to be lowered, the company said.
National Highways approved the signs after asking Moto to demonstrate that they provide useful information to drivers and don’t distract them.
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RAC fuel spokesperson Simon Williams said: “Moto’s bold decision to lower the cost of filling up at its service areas should permanently transform motorway fuel retailing for the benefit of everyone on the road.
“For years drivers have been confused as to why motorway fuel is so expensive and, as a result, many have actively avoided buying fuel at services, or only topped up with the bare minimum to get them to their destinations.
“Now drivers will be able to fill up on the motorway safe in the knowledge that they’ll be paying a fair price. We strongly urge all the other motorway service operators to follow Moto’s lead and give the UK’s drivers a better deal at their pumps.”
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