A NEW car showroom proposed for Hallow would be totally out of keeping with the ambience of the village, and residents should fight it says a parish councillor.

Peter Jackson is urging people to oppose the application submitted by Listers of Worcester for their Hallow site, which they propose to redevelop as a Lexus Dealership, with a new six-car showroom and workshop.

Mr Jackson said the "glass and glitter" would be out of place in Hallow, which is a typical Worcestershire village, with a green, a parish church, a school and a couple of pubs.

He is not opposed to the principle of redeveloping the site, but to the style of redevelopment.

"We must resist strongly the notion that might is right and not allow large companies to trample on the wishes of small communities.

"Any redevelopment should be reflective of the environment and not some remote 'brand' dictum," he said.

Hallow Parish Council has objected to the plan, particularly as the site is next to a conservation area.

Members said the large plate glass windows and flat roof of the showroom were more suited to a modern industrial/commercial development than a traditional rural village.

They were particularly worried about losing trees and vegetation on the site's southern boundary with the Crown Inn and concerned about potential light emission and the effect on road safety of increasing the building area.

Members suggested this would lead to more roadside parking for unloading of parts and vehicles, creating safety hazards.

Malvern Hills planning officer Andrew Moody said that in answer to these concerns Listers had provided further information, saying that the development would include collapsible barriers, allowing delivery vehicles to unload on site.

The parish council has called for both a traffic impact assessment and an environmental impact assessment before the application is considered by Malvern Hills District Council. No-one from Listers was available for comment.