Lombard Vehicle Management, trading as brandnewcars4less, is claimed to have misled customers offering prices that were not actually available, according to the advertising watchdog.

It was ruled that the company breached advertising standards after finance firms changed prices which led to a difference in price to the consumer by as much as £100.

The advertisements invited customers to “brand new cars 4 less” at “amazing prices” but it was found that none of the models matched the price as shown, with some models advertised as low as £100 per month.

The Advertising Standards Authority (ASA) was told by Lombard that the prices were accurate at the time the advert was published, and the differences were due to the finance companies which set the prices.

Lombard said that finance firms usually hold their prices for around three to six months but was forced to hold their prices for a much shorter period of time due to the current economic crisis.

The company proved that some customers were able to hire vehicles at the featured prices, but failed to provide evidence of whether the offer was available at the time of purchase.

The ASA has ordered that the advertisement must change from its current form.

Thanks to the RAC for the above quotes.