They really need to put the celebrity back to their own short discreet section. This format might work ok if there is an interesting guest but 90% of the time it will just be awkward. Most celebrities aren't interested enough in cars for it to work.
Looks like this is the brand:
http://www.trademarkia.com/the-immobiliser-74169669.html
Edit: And this was their website:
https://web.archive.org/web/19980110233121/http://www.immobiliser.com/classic.html
It's because there is the imperial system, partially still used in Britain and related countries, and the American system which has the same units but with different values. For example a US pint is 16 fluid ounces whereas an imperial pint is 20 fluid ounces. They both have 8 pints to a gallon...
This is fine in theory except it ignores the fact that it costs society as a whole to have more trauma and lifelong injuries, it doesn't just affect the moron.
It's a very mild and friendly version of idiot or moron, found mainly in Scotland and northern England. I must admit I'm ignorant to the etymology of it.