Top Gear presenter Jeremy Clarkson has been forced into reverse after a Tom Tom sat nav using his voice was banned.
BBC bosses said the device breached editorial guidelines, even though 54,000 devices had already been made, and many of them delivered to shops.
Executives said the TomTom ran against editorial policy which prevents the show's presenters endorsing motoring products.
The satnavs will still be sold but BBC Worldwide - the corporation's commercial arm, which struck the deal - will no longer make any profit from the product.
Its proceeds will now be given to Children In Need, removing BBC Worldwide's commercial interest to get round the problem.
No more of the Top Gear devices will be made, and a plan to allow existing TomTom owners to download the voice to update their models has now been dropped.
Audio of Clarkson’s efforts at providing directions have been uploaded to YouTube with people leaving comments such as: “Personally, I think I'd prefer a James May edition,” and: “Jesus Christ this would grate after about five minutes”.