Reducing traffic speeds at Whanganui's Great North Rd would add a mere 20 seconds travel time.
Keryn Amon has done the sums and says it is a small imposition for motorists entering or leaving town.
The DML Construction boss is developing new residential properties at the end of Tirimoana Place which intersects with Great Nth Rd.
"I drive that stretch of the road myself every morning and I see a lot of near misses.
"I feel I need to speak out because otherwise, I'll be adding to the problem by creating more traffic."
Amon has spoken to NZ Transport Agency (NZTA) staff about speed reduction in the area.
"The indication is that they will consider it if public opinion is strong enough."
Amon says he knows many residents in the Otamatea and St Johns Hill areas are concerned that motorists are still travelling at 100km when they enter the 70km/h area at the Tirimoana Pl corner and still speeding when they enter the 50km/h zone.
A new Facebook page Safety Campaign For Great North Road Whanganui aims to generate discussion and gather support for speed reduction.
"We want support to move the 70km/h sign on Great North Road out to where the 100km/h sign stands now," says group administrator Tara Corney.
The group would like to see the 100km limit end north of the State Highway 3, Rapanui Rd intersection.
Whanganui Deputy Mayor Jenny Duncan supports a proposal for speed reduction but would like to see the speed reduced to 50km/h from where the 100km/h sign now stands.
"I have suggested that NZTA should look at reducing the 70km/h down to 50km/h.
"That's really just removing the 70km/h section, which would make it safer for increased access ways to Great North Rd."
Duncan said current NZTA decisions have limited how development can occur to the detriment of some owners.
"I believe this one restriction has not been well investigated by NZTA and a 50km/h zone would make increased access on to Great North Rd safe."
A constant witness to how unsafe the road can be is Ray Stevens, owner of the Caltex service station at the corner of SH3 and Rapanui Rd.
Stevens' security camera has picked up many near misses and he regularly shares them to his Facebook page.
"On average, I see one near miss every day," he says.
A new Land and Transport Rule on the setting of speed limits was introduced in 2017.
It sets out the roles and responsibilities of NZTA and road controlling authorities (RCAs) for reviewing and setting speed limits.