The latest vehicles join Christchurch-based Mobile Media's existing commercial vehicle fleet, which is entirely Iveco-based and comprises 75 3.5 tonners spread across the company's five regional depots.

Both vehicles feature the latest back-illuminated bodywork for maximum on-road impact during the day and night and also have been extended to a 5m wheelbase to ensure they can carry the most prominent advertising messages for clients.

Karen Olsen, managing director of Mobile Media, said: 'These new back-illuminated Daily's have joined the fleet at a critical time. During the long dark nights and bad weather, they ensure we can deliver the most prominent mobile outdoor advertising solution for our clients.'

As well as opting for Iveco vehicles due to vehicle reliability and nationwide support, Ms Olsen said that image is critically important.

'With Daily, we have what is arguably one of the most stylish light commercial vehicles on the market,' she added.

The fleet – the largest of its type in the UK – is on the road up to seven days a week. Vehicles remain in service for between three and five years, and all mileage is carbon offset. Approximately half of the fleet feature back-illuminated technology.