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The paper argues that incremental improvements are insufficient to address the unsustainability of current road transport, which is locked into a regime of oil and car dependence. Using a multi-level perspective, the authors identify three 'niches' for radical innovation: novel vehicle/fuel technologies (Niche 1), a shift from product ownership to mobility services (Niche 2), and post-industrial lifestyles that reduce overall travel demand (Niche 3). In Sweden, Niche 1 is seen as reaching a 'take-off' phase, particularly with biofuels and hybrids, supported by a history of niche experiments and targeted policies. In the UK, the transition is slower and more 'technology push' driven, though congestion charging in London is highlighted as a successful intervention. The authors conclude that a sustainable future requires the co-evolution and 'niche-accumulation' of all three pathways, as technology alone cannot solve social issues like congestion or obesity, nor can it fully mitigate climate change without demand reduction.