PERSISTENT speeding on a busy road has led to calls to reduce its speed limit.

Residents of the small village of Ladywood, nestled between Fernhill Heath and Droitwich, are calling for a speed limit change.

It comes after they said an increase in developments in the area has led to more road traffic and persistent speeding, which has become a real concern.

The village's two main roads, Ladywood Road and Porters Mill Lane, are currently 60mph, but residents want it to be reduced to 40mph. 

Marc Bayliss, Worcestershire county councillor for Highways and Transport, said improving road safety in the village had been a long-running battle but progress has been made.

He said the village has long been plagued by persistent speeding and cars regularly drive at speeds far in excess of the road conditions. 

"I'm determined to do all I can to keep people safe," he said. 

"I am convinced reducing the speed in this area is needed, especially given the much-increased traffic the road now carries. 

"I will continue to work with residents to resolve this issue."

In a bid to address concerns, Cllr Bayliss attended a meeting on Monday to outline road plans and explain his plan to install vehicle-activated speed cameras in the village.

Cllr Bayliss added: "With no pavements along most of the route, the traffic speed has caused real issues for walkers, cyclists, horse riders, and residents simply trying to get off their drives safely.

"We have a consultation that will run until November 1, and I hope people will support the move to help all road users in the area."

This is the second group of villagers between Droitwich and Fernhill Heath to call for a speed limit change.

The A38, between Droitwich and Fernhill Heath, has been reduced from 60mph to 40mph after years of lobbying from Martin Hussingtree residents and councillors.

Recent developments at Copcut Rise and the popular tourist destination Churchfields' are some of the reasons Cllr Baylis has given for the increased traffic in the area.

The new A38 40mph speed limit was introduced on September 5.