Public funds and resources are insufficient for development of a country’s road network. In this regard, the idea of attracting private investment for the construction (including through public-private partnerships) and further exploitation of automobile and road infrastructure for a fee has got significant popularity. However, business is interested not only in covering vested assets, but also in getting a certain rate of return, so road toll, set by investors on a particular route, may exceed the expectations of potential users. As a result, the highway would be attractive only for those who highly appreciate own time, the others will prefer a free travel. The question of the real cost of time for Russian motorist has not been till now object to consistent sociological study. Accordingly, traffic risks of investor increase. Using statistical material the author provides recommendations for determining the amount of the fare and draws a conclusion on the possibility of using toll roads.