3M promotes reflective pavement markings to enhance safety on wet roads

3M is promoting its reflective pavement markings, which remain visible in wet conditions, to improve road safety. The company claims its products significantly reduce accidents, with studies showing a 46% decrease in run-off-road crashes when used. Despite their effectiveness, 3M's products are more expensive than competitors, costing four times as much per mile. The company aims to convince transportation agencies that the long-term benefits justify the higher initial costs. 3M is focusing on expanding its market share in pavement markings, which has not reached the same level as its reflective signs. The company is restructuring its sales force to better promote its offerings to government agencies.