A NORTH Yorkshire breakdown service has launched a David and Goliath battle against the giants of the industry.

Harrogate-based NCI Vehicle Rescue is preparing itself to go up against the AA and the RAC - and it has the backing of two of the AA's former senior directors.

NCI is due to float on Ofex, a share trading market, within the next four weeks, ahead of massive expansion plans for the business.

The company was established four years ago to provide specialist cover for motorcyclists, but now it is keen to break into the car breakdown recovery market.

Former AA directors Robert Chase and Robert Sinclair have personally invested in the company and joined its board.

Mr Chase was managing director of the AA from 1990 to 1997.

Mr Sinclair, who joined the AA in 1973, was the man behind the "Fourth Emergency Service" advertising campaign. He retired from his position as group marketing director in 1997.

NCI now plans to raise its profile with a major advertising campaign, marketing itself as the "EasyJet of the vehicle breakdown market" and offering prices up to 60 per cent lower than its competitors.

The company, which is based in Cheltenham Mount, uses the services of a national network of over 4,000 independent recovery agents throughout the UK and Europe.

Updated: 09:53 Tuesday, June 22, 2004