This can't be good corporate advertising:
Jimi Heselden, the owner of the Segway company, has died after riding one of the two-wheeled machines off a cliff and into a river.
The multi-millionaire businessman, 62, fell into the River Wharfe while inspecting the grounds of his North Yorkshire estate on a rugged country version of the Segway.
The Segway is a motorised scooter which use gyroscopes to remain upright and is controlled by the direction in which the rider leans.
A passer-by found Heselden alongside his Segway in the Boston Spa area at about 11.40am on Sunday.
A spokesman for West Yorkshire Police said today: "Police were called at 11.40am yesterday to reports of a man in the River Wharfe, apparently having fallen from the cliffs above."