This article is motivated by the practical problem of highway traffic estimation using velocity measurements from GPS enabled mobile devices such as cell phones. In order to simplify the estimation procedure, a velocity model for highway traffic is constructed, which results in a dynamical system in which the observation operator is linear. This article presents a new scalar hyperbolic partial differential equation (PDE) model for traffic velocity evolution on highways, based on the seminal Lighthill-Whitham-Richards (LWR) PDE for density. Equivalence of the solution of the new velocity...