Drivers can be motivated to change their travelling behaviour if they have the right incentives according to a landmark road pricing trial by IBM in Eindhoven, Netherlands.

IBM said 70% of drivers in the study were found to be willing to avoid rush hour travel in favour of highways if congestion charging and better driver information is involved.

The study, performed in partnership with NXP Semiconductors, found congestion charging schemes, as implemented by IBM, could lead to a drop in travel by 15% and a drop in carbon emissions of by 10% if done right.

NXP senior director Maurice Geraets said IBM conducted the study with the help of the Dutch Government, using its data on road pricing.

“The technology is ready to charge car owners fairly for the use of the car based on road type, time of day and the environmental characteristics of the car, and to give effective feedback to drivers to influence their behaviour – helping them save money and make more efficient, greener driving choices,” Geraets said.

IBM already implements congestion charging schemes in London, Stockholm, Brisbane and Singapore.