Chairman and managing director Nick Reilly said: 'The challenge is not just a flash in the pan. It is a controlled experiment, looking to encourage responsible transport planning in the long term - among our staff, in our local community and out into the wider world.

'People will always want their cars - the freedom they provide is a core feature of our society and it provides an essential tool for doing business. But what is needed sometimes is a more prudent and planned use of the car.'