This paper defines the concepts of region representative vehicle and driver and region representative safe driving awareness and its heterogeneity, and, based on these concepts and a new car-following model proposed, it proposes a new continuum model for traffic flow considering region representative safe driving awareness heterogeneity. Analyses show that the new continuum model follows traffic flow anisotropy principle, and the following insights can be gotten: (1) the bigger the difference of the preceding region representative safe driving awareness coefficient minus the following region representative safe driving awareness coefficient is, the less the probability of the wrong-way travel (the negative velocity) problem in the new continuum model is; (2) when the preceding region representative safe driving awareness coefficient is not less than the following region representative safe driving awareness coefficient, there is no wrong-way travel problem in the new continuum model, and vice versa.