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       As a leading manufacturer and supplier of road marking materials, Geveko Markings has been dedicated to improving road safety for the last hundred years by developing products that meet the highest standards of quality and durability, and is committed to continuing this important mission. Geveko Markings continues its work to improve road safety, with a focus on the future, sustainability and inclusive infrastructure.
       “At Geveko Markings, road markings are more than just lines on the asphalt. They are lifebuoys that enhance safety and provide direction,” says Per Nielsen, Business Unit Director Northern and Central Europe. “While developing durable, high-performance materials is a complex process, our ambition is simple. We aim to create high-quality marking materials that guide, inspire and protect the daily lives of millions of people.”
       The Vision Zero initiative has revolutionised the concept of road safety. It emphasises the shared responsibility of governments, manufacturers and individuals. The European Union has adopted this ambitious initiative, which aims to eliminate road traffic fatalities by 2050 through a combination of strategies, including lower speed limits, pedestrian-friendly infrastructure and advanced safety technologies.
       Road markings are a key component in implementing these strategies, as they support orderly traffic and help reduce congestion and accidents. They provide essential visibility at night and in bad weather, ensuring safety even in adverse conditions. With the development of advanced driver assistance systems (ADAS), the durability and visibility of road markings are becoming increasingly important not only for human drivers, but also for autonomous vehicles.
       Henrik Nielsen-Thorup, Regional Sales Manager Northern Europe, explains how Geveko Markings products reflect this. “Our Type II markings provide excellent visibility even in wet or dark weather, ensuring safer passage for both pedestrians and ADAS-equipped vehicles. For example, we have developed a hot-applied thermoplastic that is applied in a unique teardrop pattern and has been used with great success on Danish motorways. This forward-looking solution improves safety in two ways. It provides high visibility even in poor road conditions and warns drivers with an audible rumble and noticeable vibration when a vehicle passes by.”
       With these advanced road marking solutions, Geveko Markings demonstrates how improving infrastructure plays a key role in achieving Vision Zero road safety goals.
       As the EU increasingly focuses on sustainable transport, Geveko Markings is committed to developing more environmentally friendly solutions. The company is actively working on materials that will reduce its carbon footprint in line with the EU Green Deal goals.
       Road markings are crucial to promoting sustainable modes of transport such as cycling and micromobility. Geveko Markings products help create dedicated lanes and safe zones for bicycles and e-scooters, making streets more inclusive and accessible. By supporting these sustainable modes of transport, the markers contribute to a healthier, lower-carbon urban environment and facilitate the transition of cities to a more sustainable environment.
       Arnaud Derasse, Regional Manager Benelux, noted that clearly demarcated spaces encourage people to choose sustainable modes of transport, directly supporting the dual objectives of Vision Zero in terms of safety and sustainability. “This approach underlines Geveko Markings’ commitment to innovating for a greener future that takes into account road safety, encourages people to move away from cars, reduces emissions and creates more accessible urban spaces.”
       “Geveko Markings ensures that all products undergo rigorous testing and inspection, including testing under real road conditions, to guarantee their quality and performance,” explains Moritz Behr, Head of Product Management Europe. “Certification is our commitment to quality. It ensures that our materials meet all technical requirements and make mobility safer for everyone,” says Behr. “By developing and continuously improving solutions such as prefabricated road markings, hot-melt adhesives and multi-component systems, we ensure that our product range meets the various requirements of road traffic and environmental protection.”
       The EU’s focus on smart roads and highly visible roads is in line with the goals of Geveko Markings. As the EU Group of Experts on Road Infrastructure Safety (EGRIS) works to develop standardised road signs, companies like Geveko Markings play a key role in putting this policy into practice.
       However, in the quest for safer, more sustainable and efficient mobility, the road marking industry must unite and share a common mission. This will also require the active involvement of politicians, government officials and regulators to raise the profile of road marking materials and improve the performance and testing of these products. To achieve the ambitious goal of eliminating road fatalities, the road marking industry needs closer cooperation to overcome existing barriers, such as funding and procurement issues, that hinder the rapid implementation of innovative solutions.
       Surveys by the UK Council’s Road Marking Innovation Group have shown that councils often lack the resources and expertise needed to implement advanced road marking solutions. It is therefore vital to develop collaboration across the supply chain and build strategic partnerships with local authorities.
       Geveko Markings exemplifies the power of this type of collaboration, demonstrating how the private sector can support the public sector in achieving ambitious goals such as Vision Zero. “Working with lobby associations is vital for us,” said David Bryant, Director and Regional Manager for the UK and Ireland. “Our collaboration aims to raise awareness of road marking materials, as well as improve the performance and testing of road marking products to continually improve road safety.”
       By joining forces, the road marking industry can take an important step towards creating a safer and more sustainable road environment for everyone.
       Cities around the world are in dire need of upgrading their infrastructure to cope with the growing volume of traffic in their city centres. One effective solution is to encourage people to switch from cars to smaller, greener modes of transport – micromobility. For micromobility to become a credible alternative to traditional transport, safety is critical. People need to feel safe using it. This starts with well-designed spaces and dedicated lanes that provide clear traffic separation and safe zones for vulnerable road users such as pedestrians and cyclists.
       “Whether it’s coloured zones, safe parking spaces or clearly marked cycle paths, our markings enable vulnerable road users to cycle safely at a speed that suits them,” explains Alexander Sezer, Regional Manager for Germany, Austria and Switzerland. “This reduces the risk of accidents without disrupting traffic.”
       The integration of advanced driver assistance systems (ADAS), the pursuit of net zero transport and the promise of Vision Zero are the future of road infrastructure. Geveko Markings is ready to be part of this transformation towards a safer and more sustainable future.
       “When we talk about passion for road markings, it’s not just about lines on the road,” Nelson concluded. “It’s a passion for the future of mobility through ADAS. A passion for sustainability through micromobility. A passion for ensuring that all road users feel safe in transport.”