Virgin boss Sir Richard Branson wants a "car-free" day - and hopes Oxford will lead the way.

The tycoon, who lives in Kidlington, believes there would be a dramatic reduction in air pollution across Britain if cities adopted the scheme for just one day.

The billionaire businessman would like Oxford start a national campaign to ban vehicles for just a few hours. Sir Richard said regular journeys between London and Oxford showed congestion was getting worse. "Cars are an essential tool of modern life - even Virgin are selling them over the Internet. However, with the pressures of population growth and environmental pollution, we all have to use them sparingly," he said.

"For example, following an accident a few years ago my family and myself often take the train from London to Oxford on a Friday evening rather than face road rage madness of the A40 and M40."

But Eddie Luck, the county council's chief transport planner, said Oxford already had taken the lead.

"It is virtually a car-free city and the public has already seen the benefits with one of the best bus services in the country and improved air quality. We would not see any real benefits in further banning cars from the city."

Story date: Tuesday 11 April

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