In this paper we look behind the notion of sustainable transport and highlight the tensions and contradictions between the different ways of achieving this. The paper examines transportation plans for a major UK city and describes how these develop the idea and practice of sustainable transport and demand management along three quite distinct trajectories. By focusing on both the technological and the institutional dimensions of three different routes to sustainable transport, the analysis explicates the different ways in which the urban transport problem is framed, the different socio-technical logics of demand management embodied in the plans and the differing ways in which institutional relationships are (re)constituted. A key finding is that technological and institutional innovations are inversely related so that radical technological innovation often serves to reinforce existing social relations of power and exclusion. The conclusion drawn is that the choice is not just between a sustainable and an unsustainable transport future, but also between different forms of sustainability.