The owner of a brand new Porsche has been left counting the cost of a gear mistake after crashing his car into a discount supermarket.
Staff at the Aldi store in Cardigan, West Wales, said the unlucky driver thought his luxury sports vehicle was in reverse when he attempted to pull out of a parking bay - but instead drove ahead into a fire escape.
Store manager Tom Jones said although no one was injured, the car's owner looked crestfallen following the mishap.
Speaking to the Carmarthen Journal newspaper, he said: "The chap who had the crash had just bought the car.
"He thought it was in reverse and accelerated straight into the fire exit in his brand new Porsche.
"Thankfully no-one was injured. The car had a few scratches.
"The door was damaged, but I don't think it was too serious."
Mid and West Wales Fire and Rescue Service confirmed it had attended the accident as a precautionary measure.
A spokeswoman said: "A crew from Cardigan were called to the scene of a traffic collision at 12.15pm in Aberystwyth Road last Sunday.
"One person in a motor vehicle lost control and collided into a shop. Police and ambulance were also in attendance. No one was injured in the incident."