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The A48 is the old east-west road in South Wales; now replaced by the M4. It's probably grossly over-engineered for the traffic that ought to be on it. Painting a hard shoulder/cycle lane and sweeping it mechanically should be easy/cheap enough. The trick to prioritising is to keep your interventions cheap, and to put them in a framework that people understand and agree to: the framework is probably missing - the highway authority probably still believes in motoring freedom, where possible. As Joe says, the solutions are there - narrowing the road, imposing a speed limit, controlling it with cameras. What's lacking is the will. I think the route to cracking car culture is to build an alternative culture in towns. The numbers eventually will shift the balance.