Gothenburg, a city of 570,000 inhabitants, has, along with the rest of Sweden, adopted a long-term “Vision Zero” approach to road deaths and serious injuries. The city’s intermediate targets are to reduce the annual number of road deaths from 9 to 3 and the number of serious and moderate injuries from 227 to 75 over the period of 2010-2020. In 1978, Gothenburg had one speed-hump. In 2019, there are around 2500 traffic calming measures, and citizens are asking for more. Traffic calming, together with the separation of active modes of transport from motorised traffic, contributed to the fact that 80% of the injuries sustained on the city’s roads do not involve a car.