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#1 Campaign
Automotive · August 2026
Better Roads Manifesto research
Thursday 6th August, 2026
Citroën published a ‘Better Roads Manifesto’ including original research estimating £5.5bn savings from fixing potholes and called for measures like AI monitoring, stricter utility repair standards and five‑year funding — a consumer-facing report designed to generate media attention around road safety rather than to directly promote a car model.
Why it worked: It framed a ubiquitous gripe as a hard savings headline, quantifying £5.5bn with DfT/RAC data and an AI policy fix journalists could peg to government timing.
The lesson: Consider recasting a common annoyance as a costed policy win: publish a savings figure, cite credible datasets, and propose one timely, concrete fix.
Citroën
3 Sources:
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| stellantis.com | Save £5.5 bn by solving the pothole plague with more AI and tighter utility company controls, Citroën says | Citroën | Stellantis Media | Thursday 6th August, 2026 |
| fleetworld.co.uk | £5.5 bn could be saved using AI to solve pothole crisis, claims Citroën | Thursday 6th August, 2026 |
| whatcar.com | Government could save £5.5bn by fixing our pothole-plagued roads | Thursday 6th August, 2026 |