An initiator located on a car energizes an RFID fixed to a roadway. The RFID returns identification and other information. The initiator may include a vehicle mobile device such as a telematics device, or smartphone, which, may couple to an initiator transponder or receiver. A receiver uses the RFID information to perform an action, e.g., using the identifier to generate driving instructions, play advertising content, or generate alerts and warnings for various dangerous conditions and maneuvers. The vehicle mobile device can transmit marker identifiers to a central server for use in traffic flow analysis to count the number of vehicles that transmit a marker's identifier during a period. Marker information can form an instruction upon reaching a given marker traveling at a certain speed to operate the steering wheel at a given angle to follow a predetermined turn radius, or to reduce speed to comply with a reduced speed limit.