Neighbours in Rodbourne have called for a new crossing on Great Western Way.

They argue it would make the road safer for pedestrians trying to reach the shops on either side of the road at the Barnfield roundabout, near B&Q and Lidl.

But Swindon Borough Council insists a crossing is not needed in the area.

Lee Halliday, who lives on nearby Jennings Street, is one of those calling for the change.

He said: “Rodbourne always seems to get the upgrades it doesn’t need and not the ones it does.

“We were all against the hotel and other chains because of the already-demanding number of cars on the road.

“Yet it’s been built in a way that us locals can’t get there safely.

“I guarantee once someone becomes an unfortunate casualty, which is only a matter of time, then something will be done.”

Lee added council workers should visit the site to see first hand the situation.

“If the council has genuinely sat down at this location,” he explained, “and physically counted the number of cars per pedestrian, they would have clearly noticed the dangers this road causes. It’s excuse after excuse.”

But Lee admitted it would be tricky to place one.

He said: “It’s been designed in such a way that makes it almost impossible to add one that allows safely crossing.

“They would need to lower the speed limit.

“But it would definitely allow locals to visit the area safety.

“There is a school directly behind this area. Surely the shops would only benefit from this potential revenue?

“I know I’d visit more with my kids if I knew it was safer to get around the area.

“But as it currently is, I’d rather take my kids for a walk down to Sainsbury’s and through the park.”

Rodbourne councillor Jim Robbins added his backing to the idea but understands the council doesn’t want to stop traffic on the road.

He said: “It’s clear the amount of people wanting to cross has increased.

“People shopping at B&Q might want to nip over and get something and people still shop at the Lidl.

“There is a crossing at Bruce Street Bridges but it’s a long walk if you’re carrying your shopping.

“The council argues that not enough people would use it but it’s a chicken and egg situation.

“There’s a lot of people who won’t cross there because of the speed of traffic, but if there was a crossing a lot of people would use it.”

A Swindon Borough Council spokesman said: “There is already a signalised pedestrian crossing around 300 yards away from the retail units in question.

"At present the vast majority of people visiting those shops will do so by car, especially those who use the drive thru units, which goes without saying.

“Great Western Way is a strategically important route for people who want to travel across Swindon and installing a new pedestrian crossing on such an important road needs to be very carefully considered as it could have a significant impact on traffic flows, particularly at peak periods.

“It should be noted, however, that the transport assessment that was carried out for the new hotel and drive-thrus estimated that the units would generate demand for an additional three movements using a crossing at this location – just a single pedestrian and two cyclists.

"This is based on tried and tested highway modelling. As a result it was not deemed necessary to install a crossing at this point.”