Auditel Consultant:
Adrian Burton

An Unhappy Motorist

16 Jun 2010 | Filed under: Uncategorized

I need to get something off my chest as its the easiest way to remove the irritation I am feeling towards one fuel company at the moment and the principle in this case sits at the heart of what Auditel is about ethical procurement.

Last Friday I stopped for fuel at a garage just off Exit 2 of the M5. The 3 foot sign which attracted me stated Diesel fuel £1.17 a litre. I duly filled up and as I put the pump back in its slot I noticed the pump actually stated £1.23 a litre.

I queried the price when I went to pay and was told by the kiosk attendant the diesel was indeed £1.23, when I pointed out the 3 foot advertising high above the station I was told this price was only for the one diesel pump which was selling a different mix. I had to point out to the attendant that in fact all the pumps were identical, and in fact nothing anywhere on the station forecourt drew my attention to the fact that £1.17 per lite was only available through 1 pump.

Now it may seem small but that was an additional £3.24 it cost me and I couldn’t help feeling that I and potentially many others had been duped the same way, and in fact 2 were in the station with me. When I asked the manager in the station what could be done he said I would have to take it up with head office and duly gave me the number.

On returning home I called the company and a lovely lady stated she would get the area manager to look into the incident and contact me. Now I do not know what would be involved in checking whether a 3 foot advertisement matched a pump price but 5 days later no phone call received.

Now from the name of this company you would think they would be able to add up, but clearly not. For me it raises the following questions:

1. How misleading does a petrol stations advertising have to be before they breach the Trade Descriptions Act?.

2. What happened to good common customer service, even if I am in the wrong one phone call would probably make me feel far better about this company than I currently do.

3. Just how many others have been duped at this particular station by misleading pricing, adding to this companies profits.

I encourage all motorists check the price on the pump matchs that being advertised.