Feature request: Spline UV mapping

For some scenarios it's useful for a texture to meander along an object rather than just following it. E.g. a race track will have a tarmac texture that follows the mesh, but tyre marks often need to flow from side to side as the driver tries to keep the steering angle as open as possible. Here's an example of how it's done in 3DSMax: youtu.be/foydgOcFstY

It would also be useful for a road or path that needed to be remapped. Often these can be converted to quads, followed by UV reset along with Follow Active Quads. but that won't be possible if the mesh has complicated triangulation and couldn't be converted to quads.

So far the closest I've come to this is to move a row of UV vertices side to side along with proportional editing, but that only works when the texture already flows with the mesh.

If Blender does in fact have something similar to spline mapping, please let me know, but think this does count as a feature request.