More calls have been made for action to improve safety on a road which has claimed 10 lives in six years.

As reported in the Oxford Mail on Saturday, a man died and another was seriously injured when a car hit a tree alongside the A4260 south of Deddington on Friday.

The accident was less than a mile from where Dr Margaret Davidson, 26, was killed when a speeding teenager crashed head-on into her car four months ago.

Yesterday, Paul O'Sullivan, who represents Deddington on Cherwell District Council, made a call for more signs to slow motorists down and cut the deaths on the busy A-road, which links Kidlington and Banbury.

But the area's county councillor, Ray Jelf, the cabinet member for community safety, said: "I just don't know what can be done with ordinary road safety measures to make it safer."

Both agreed they often saw bad driving on the road.

Banbury MP Tony Baldry has already called for the police and county council to get together and see whether further measures can be taken to reduce the fatalities.

Mr O'Sullivan said: "Something simply must be done - we can't keep on having these fatal accidents. I don't know what the answer is to make sure people slow down, but something has to do it."

He said his first priority would be to impose a 50mph speed limit on the road.

He added: "I don't think the road itself is dangerous - it's the drivers who don't use common sense who cause the accidents.

"It's difficult to see in some cases how these things happen, especially in daylight, but last week I had a driver overtake me by crossing the double white lines.

"So, no matter how many notices and precautions you have, there's always someone who will ignore them."

Mr Jelf said: "We have notices and we have roadside markings. What else can we do? People have got to drive more responsibly and more carefully - some of the driving you see on that road is absolutely crazy."

The driver of the Ford Mondeo who died in Friday's crash has not yet been named by police. His passenger, who suffered head injuries, was reported to be in a stable condition at the John Radcliffe Hospital in Oxford yesterday.

Dr Davidson, from Kidlington, died when 19-year-old Nolan Haworth, of Ribston Close, Banbury, crashed into her car in May.

Oxford Crown Court heard earlier this month that he had no driving licence and was driving a borrowed car with no insurance. He was jailed for four years after admitting causing death by dangerous driving.

The sentence was criticised by Dr Davidson's mother Elizabeth Davidson and by Mr Baldry as being too short.