I do like these corporate own goal stories - they provide a balance to the marketing spiel we are so used to hearing. In this particular story the AA's breakdown service refused to respond after a driver collapsed at the wheel because his death meant his membership had lapsed.

An operator told relatives of David Barker they could only provide roadside assistance if one of them agreed to join.

Mr Barker, 58, a widower, was on his way to a football match in his Renault Scenic when he died three miles from home in Sheffield.

His family had to remove the car after he was taken by ambulance to hospital where he was pronounced dead.

When Mr Barker's brother-in-law Leonard Douglas tried to start the engine the battery was flat and he noticed Mr Barker's AA membership card in the glove compartment.

"I rang to see if they would come out and start the car," said Mr Douglas, "but they told me we would have to rejoin as David had died. Then the operator said she would speak to a manager and hung up.

An AA spokesman said: "The AA was wrong to refuse service and did not show the compassion and sensitivity we expect in what was clearly an emotional situation."

Just in case, the RAC websiste is www.rac.co.uk Thought it might be useful.