THE sale of a metal advertising sign from the early days of motoring exceeded all expectations for Ledbury auctioneers HJ Pugh.

The Michelin tyre company sign, from 1910, was auctioned at the Welland Steam Rally last weekend, and when the hammer finally went down, quite a few jaws had dropped, included those of the auctioneers.

The price to be paid was a whopping £10,000.

James Pugh, based at Market Street in Ledbury, said: “It exceeded all expectations, although we thought it might be worth a lot. It is very rare indeed.”

The 6ft by 4ft enamelled sign was the property of an un-named collector, who lives between Ledbury and Malvern.