TomTom is calling on drivers to help the satnav firm cut traffic across the globe.
The satnav firm offers the HD traffic service, which collates real-time accurate congestion information to provide drivers with detour around jams. However, just one million of TomTom users worldwide make use of the service, and just 20 per cent of those are Brits.
TomTom claims using its HD Traffic service reduces the average journey time by 15 per cent. However, the satnav firm believes that if 10 per cent of drivers took advantage of HD traffic, average journey times for everyone else would be reduced by up to five percent, while if 10 percent vehicles would be better spread across the road network ensuring 'load balancing'.
With this in mind, TomTom has unveiled its Traffic Manifesto, in a bid to encourage every driver to play a role in reducing traffic congestion through by better journey planning.
In the Manifesto, TomTom says it will increase the availability of HD Traffic in the UK and across Europe, while continuing to improve traffic and route guidance technology and even offering its congestion information to radio stations, for use in travel bulletins, and to the government and local councils to help improve road traffic planning and management.
"For many drivers, traffic congestion has become inevitable", says Harold Goddijn, TomTom's CEO.
"We think it's time to challenge conventional thinking with a working solution to reduce traffic congestion right now on a very large scale."
TomTom believes the Manifesto could help reduce the £8bn lost by the UK national economy each year through traffic congestion.
The HD Traffic service revealed that Bedford Road in Clapham, London is the most congested road in the UK and is bottlenecked for an average of 92 hours every week. It's closely followed by Kingsway Tunnel Approach in the Wirral with 90 hours of jams.
TomTom also said the morning rush 'hour', in fact, now lasts between two and a half and three hours from 5.30am onwards on major roads.
"We know that traffic congestion is not going to disappear completely, but we can do something significant to reduce it today," added Goddijn.
"We're embarking on this mission because we love driving and hate traffic. We know that millions of drivers around the world feel the same way. We believe that TomTom has a role to play in helping to reduce traffic congestion in countries across the world, working in partnership with governments, institutions, businesses and individuals."