Depending on how small your "town" is, if these people damaging their vehicles are locals and not out-of-towners, I'd say they deserve a lot of the blame: they should know about this road by now. Out-of-towners, of course, I wouldn't blame the same way as I wouldn't expect them to know.

Now if by "my town" you really mean a city, then I might be expecting too much of the drivers.