Speeding vehicles pose a significant threat to road users, especially in the areas of motorized, nonmotorized, and pedestrian traffic, such as residential, educational, and business zones. Despite the presence of traffic signs on speed limits, some drivers disregard traffic rules, highlighting the requirement for effective speed control strategies in traffic management. Different types of speed breakers are used to enforce speed limits and enhance road safety by inducing driver discomfort when crossed at high speeds, thereby deterring speeding and preventing accidents. This study explores the use of non-Newtonian fluid speed breakers as a novel approach to controlling vehicular speed and reducing vehicular travel time. These speed breakers consist of hollow tube filled with dilatant non-Newtonian fluid, which alters its viscosity based on the vehicle’s speed. At low speeds, the fluid remains pliable, allowing the speed breaker to deform easily. At high speeds, the fluid becomes highly viscous, creating a rigid barrier that forces drivers to slow down. Unlike conventional speed breakers, which require all vehicles to reduce speed to avoid damage, non-Newtonian fluid speed breakers only impede over-speeding vehicles, offering a more adaptive solution to speed control. The study involves designing and development of non-Newtonian speed breaker and testing its performance under urban traffic conditions on a selected roadway. The results demonstrate the potential of this innovative approach in improving road safety by selectively targeting speeding vehicles while minimizing discomfort and vehicle wear for compliant drivers. Further, the study summarizes the performance of non-Newtonian speed breaker with respect to vehicular speeds and travel time.