Motoring experts are calling on the Government to make a proper difference for drivers and focus on longer-lasting roads, rather than simply filling in potholes.
Asphalt Group said changes to road management strategies could save councils and local authorities millions of pounds and reduce the need for constant repairs.
The group is calling on the Government to move the narrative away from potholes and focus instead on roads that are more suitable for the future.
According to the road surface treatment company, the current system of "slopping" asphalt onto roads is neither smart nor economical.
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Experts are calling on the Government to improve the state of roads in Britain
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It described this method as "burning cash" at a time when local authorities are under huge financial pressure, some of which are even declaring themselves bankrupt.
Data from the latest Annual Local Authority Road Maintenance (ALARM) survey report found that half of the local road network in England and Wales have less than 15 years of structural life left.
Stephen Cooke, MD of Asphalt Group, said the industry needed to take a "modern" mindset to address issues that actually impact the quality of roads.
Speaking to GB News, he said: "The industry needs a reset. We have the solutions. I’m sick of hearing, reading about and seeing potholes.
"We can solve this now. We need an honest debate about the reasons why the UK’s roads are in the condition they’re in. It’s a lack of proper investment.
"We should be highlighting the importance of extending the life of roads and the range of solutions that will reinforce surfaces and make roads last longer, reducing costs and improving efficiencies."
The research from the Asphalt Industry Alliance reported that it would cost £16.3billion to fix the backlog of carriageway repairs.
There have also been growing concerns about the rising cost of vehicle repairs after going over potholes, with alternative measures potentially helping to reduce the burden.
Labour put potholes at the forefront of its election manifesto, highlighting how there are 100 times as many potholes on English roads than there are craters on the moon.
It added that the state of Britain's roads was emblematic of the Conservative Party's 14 years of failure in Government. It also pledged to fill in one million more potholes per year.
Bill Esterson, Labour MP for Sefton Central and Energy Security and Net Zero Select Committee Chair: "Rather than looking for conspiracy theories and scapegoats, we need a plan to fix the roads.
"That means replacing the sticking plasters and gimmicks with a sustainable approach and long-term resurfacing and prevention in their place."
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Many drivers are dealing with expensive repair costs in response to the plague of potholes across the UK
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Supporting the calls from Asphalt Group, FairCharge founder Quentin Willson added that new technology could be used to give UK drivers roads that last.
He said: "We can’t have 20 cars at a time being damaged by one pothole. Think of the money that can be saved by doing things properly from the start. The country’s productivity and safety depend on reliable roads."
