THE car is an integral part of modern life -- to the dismay of some -- and it's hard to imagine what life was like without it.

But 100 years ago, the car was just beginning its ascent to popularity, as the Malvern News of July 28, 1906, attests.

"Motoring has become a popular pursuit," it notes. "Those who cannot afford a car of their own may hire one for a day or two, or even for a few hours. And the public motor-cars are at the service of all, on the payment of pence.

"Messrs W and B Woodyatt, the well-known livery stable proprietors, whose horses and carriages may be met with in all parts of the district, and who some months ago opened a well-equipped riding school, have now added another branch to their extensive business.

"Their public service motor-car, which runs between Malvern Link and Malvern Wells, is already on the road, and day after day affords pleasure to visitors, who in the course of the journey are able to obtain excellent views of the neighbourhood.

"As they traverse the Wells Road, the fertile expanse of the Severn valley -- where more that one battle has been fought -- lies below, while above them, on the other hand, lies the hills, with their winding walks and drives.

"But Messrs W and B Woodyatt have not rested content with placing one car at the disposal of the public. Four other cars, all new, have just arrived at their order, and may be hired by the half-day, day or week, or for longer periods.

"The firm, acting on the adage that `what is worth doing at all is worth doing well', have gone to English manufacturers of the front rank, the Wolesley Company, whose cars are noted for their reliability and are designed to give maximum efficiency. They have secured high awards in hill- climbing competitions and are therefore peculiarly adapted for a district like Malvern."