A war of words has erupted between Melbourne billionaire Adrian Portelli and a Victorian MP after his new petrol station sparked traffic chaos last month.
Labor MP for Preston Nathan Lambert raised concerns about the congestion surrounding the LMCT+ fuel site in his electorate in north Melbourne.
He said frustrated residents were unable to access their homes or pick up their children from the nearby high school and daycare.
Long queues of motorists were pictured snaking around the block to secure heavily discounted petrol when the LMCT+ petrol station launched last month.
Portelli, 37, began by selling unleaded petrol for just 99 cents per litre. Days later, he dropped the price even lower to 49 cents per litre.
'My question is for the Minister for Roads and Road Safety, and my question is: what traffic management requirements apply to the LMCT petrol station on the corner of Gower Street and Plenty Road in Preston?' Lambert told Parliament on Tuesday.
'It is a general requirement in Victoria that event organisers and others have a traffic management plan in place when they are going to cause traffic disruption or traffic congestion, which is usually organised through their local councils.'
Portelli's LMCT+, short for 'Licensed Motor Car Trader', is a membership-based business offering luxury cars and experiences through subscription prize draws.
Adrian Portelli said Lambert was a 'smug p****', in response to his speech in Parliament in which he accused the billionaire's new petrol station of causing traffic chaos last month
Adrian Portelli (pictured) owns and operates LCMT, a subscription based 'rewards club'
The company has built a large online following through high-profile giveaways and attention-grabbing promotions such as steep fuel discounts.
Portelli was quick to respond to the MP in a fiery Instagram story.
'Smug p**** tagged the business as well,' he captioned a photo of Lambert.
'If he wants the heat let him have it.'
Aussies were divided in the comments, with some thanking the MP for speaking up.
'The state of traffic LMCT+ has caused is outrageous - it's an accident waiting to happen, it has also increased rubbish and reckless driving in the suburban streets around the station. Thank you Nathan for bringing this up,' one person said.
However, others said they had benefitted from Portelli's fuel promotions.
'Since it's opened, I have saved over $500 and guess where that is going now to cover my latest interest rate hike. People are genuinely struggling and you really need to help the community,' they wrote.
Nathan Lambert (pictured) spoke about the traffic caused by LMCT+ servos in Preston
'[LMCT Petrol] has done more in a month than what you have since being in the role.'
Tennis star Nick Kyrgios simply commented: '[Adrian Portelli] for PM.'
Despite the criticism, Lambert doubled down when asked about the exchange, saying his intervention came directly from community concerns.
'We asked the question on behalf of local residents who have been affected by heavy congestion on Gower Street during promotional pricing periods,' he told Daily Mail.
'The congestion has blocked access to Preston High School, Preston Town Hall and a local kindergarten. We look forward to receiving an answer from the Minister.'
LMCT+'s business model has faced scrutiny over recent years.
Victorian Roads Minister Melissa Horne is yet to respond to Lambert's question.
The Daily Mail contacted Adrian Portelli and LMCT+ for comment.