A car was almost entirely submerged by the sea after getting stuck in sand at a beach before being swallowed by the tide.
The Volvo 4x4, which was pulling a jet ski, when it became stuck just as the tide was coming in at Cleethorpes beach, in Grimsby.
Two men were rescued from the vehicle after Scott Snowden, the Cleethorpes resort manager, spotted their car in trouble on the shoreline.
The men, who are from Scunthorpe, were visiting Cleethorpes for this first time and had hoped to launch the jet ski from the beach.
Now, Scott fears the vehicle will pollute the sea water with contaminants, Grimsby Live reports.
The rescue of the owners began at around 1pm when the two men went to the shoreline to launch the jet ski.
As they unloaded the jet ski from the trailer, the wheels of the vehicle sank in mud.
Scott said he was on patrol with colleagues, advising visitors to make their way to safety as the tide was coming in.
The team had guided a father and his child away from the incoming water when Scott spotted the car stuck on the shoreline.
Cleethorpes beach has a layer of sand that covers a thick layer of bolder clay - which can be treacherous for vehicles.
Scott said: "It is not suitable for vehicles at all.
"It is the nature of the beach. There is soft sand and we always advise against taking any vehicle on the beach.
"The slipway is the best place from which to launch.
"If people do not know the area they should always contact the Beach Safety team."
Scott added: "It is bolder clay under the sand - it is difficult once you get stuck.
"We tried to assist with the removal, but the tide came in and [the car] is going to be covered.
"It is deeply disappointing that with the fuel and the materials in the car, there is a risk to the environment and our area of Site of Special Scientific Interest.
"But this is the consequence of not thinking before acting."
Tide times are displayed at the Beach Safety Hub and on The Beach Guide website, and by the Met Office.
