Prices are set to be slashed by up to 19p per litre at an M4 service station.

Moto has revealed that prices could fall at Leigh Delamere services, near junction 17 of the motorway for Chippenham, thanks to the installation of new digital signage.

By increasing customers through the signage, the major motorway services operator hopes it will be able to drive down fuel prices by as much as 19p per litre for petrol and 10p per litre for diesel.

This would bring the cost of filling up a tank in line with high street forecourts in the Wiltshire area and could cut the cost of the average petrol fuel tank by more than £9.50.

The Wiltshire Gazette and Herald: Moto's new fuel signage at Leigh Delamere.Moto's new fuel signage at Leigh Delamere. (Image: Moto)

Moto’s chief executive, Ken McMeikan, said: “Delivering value for our customers is our number one priority given the current economic environment in which we’re operating.

“We strongly believe that our new digital signage is a sensible measure that will allow us to reduce fuel prices for motorists whilst being economically sustainable for our business.”

According to Moto’s website, the cost of petrol at Leigh Delamere at the time of writing is 171.9p per litre, while diesel is 194.9p per litre.

The installation of signage at the Wiltshire service station follows a successful 2021 trial at Frankley services.

Moto hopes to roll out the project to all 47 of their forecourts.