In recent years the interest in urban mobility has grown considerably, not only due to the local increase in negative externalities generated by transport, but also because recent technological innovations are offering effective solutions especially in urban context. In particular, the introduction of Connected and Automated Vehicles (CAVs) could radically change the mobility scenario allowing, on the one hand, a widespread diffusion of shared vehicles that could feed the stations of the mass rapid transit network, improving the attractiveness of Public Transportation (PT), and on the other, the implementation of Travel Demand Management (TDM) measures on large areas of the most densely urbanized (and congested) territory of a city, without reducing accessibility and creating social exclusion. The present study aims at evaluating, through a system of Land-Use Transportation Interaction (LUTI) models, the impacts on transport demand and on population and activities location, of transportation policies oriented to both enhancing PT and restricting the individual use of the car. The case study analyzed is represented by the urban area of Rome. Several scenarios have been simulated and compared by means of sustainability indicators. Preliminary results show that the improvement of PT services, combined with the introduction of car use restriction and car free areas, do induce not only a significant modal shift towards more sustainable transportation modes, but also a limitation of urban sprawl.