Richard Hammond was keen to talk about his luxury car collection as he appeared on Thursday's Good Morning Britain.
Speaking live from Hereford to hosts Susanna Reid and Ben Shephard, the 52-year-old discussed his television show Richard Hammond's Workshop.
The programme came about after Richard decided to start a prestige classic car restoration and repair business near his hometown of Herefordshire.
As Susanna described it as one of Richard's "great pleasures" in life, she asked him which cars stood out the most in his new series.
"I think the cars will be many fold and they're always storied, that's the point, when we talk about cars like the ones we do here, they're cars that come with stories," he replied.
"They're part of people's lives. I mean, they're the second biggest purchase we make next to our house, if we're lucky enough to buy a house. They're significant, and they're wrapped up with memories, they tell stories."
Ben was then keen to ask Richard about some of the cars that were in the background, but he was left red-faced when he mistook one vehicle for being a Bentley.
Looking disgusted, Richard said: "It's not a Bentley! No, it's a Riley Alpine Sport Tourer!"
He then joked about his staff standing around and "doing nothing" as Ben remarked: "Is that why the business isn't making any money?"
Richard then proceeded to explain why he had to sell his "luxury cars".
Some Good Morning Britain viewers felt the segment wasn't appropriate as one of the main news stories was about rising energy bills and many people worrying about how they will afford them.
Taking to Twitter, one person wrote: "#gmb from people struggling to pay energy bills to Richard Hammond selling most of his classic cars but keeping his collection of motorbikes. Priceless…"
Good Morning Britain airs weekdays at 6am on ITV and ITV Hub.
