NEW safety measures are being implemented on a “very fast” road after a Hampshire granddad lost his life earlier this year.

In January, 87-year-old Colin Wedderburn was killed in the incident on the A3090 between Romsey and Ower, close to Gardeners Lane.

But now, a new advisory 50mph speed will be introduced when approaching the bend of Pauncefoot Hill, which leads into the market town.

As well as this, new measures including signage and changes to extend the road markings where the dual carriageway reduces to a single carriageway, are currently being installed by Hampshire County Council.

They are due to be completed within the next few weeks.

It comes after an investigation into the crash which took the life of the Romsey pensioner.

Leader of the authority and member for Romsey Rural, Councillor Roy Perry, said: “I know this stretch of road well and there is no doubt that traffic can come at a very fast speed along this stretch of dual carriageway.

“I hope the action taken will be effective and drivers will heed the warnings to slow down.”

Romsey councillor Mark Cooper added: “The road needs to made safer but I trust there is not a plethora of new road signs.

“This is an attractive approach to Romsey: I’m always trying to reduce street clutter. Traffic calming should be achievable using suitable road markings.”

However, this is not the only incident to happen on the road.

In July, a serious crash saw a car flip into a 9ft-deep ditch, leading to the driver being taken to hospital.

It happened near the A3090’s junction with Ridge Lane.

The driver needed to be freed from the wreckage by fire crews.

This led to the northbound carriageway of the A3090 was closed while the emergency services dealt with the incident.

And in March last year, two crashes also saw the road shut twice in less than 24-hours.

Councillor Rob Humby, transport chief, said: “I was very sorry to hear of this tragic accident earlier this year.

“As with all serious accidents in Hampshire, this was investigated by the Casualty Reduction Partnership (CRP) which consists of officers from Hampshire County Council, Test Valley Borough Council and Hampshire Constabulary.

“The investigation concluded this junction would benefit from engineering measures to increase drivers’ awareness of the junction, the bend and the end of the dual carriageway on the A3090 approaching Romsey from Ower, and so we are getting these installed as soon as possible.”