It is probably the web designer not the guide. Although the guide would have ultimate approval authority.

Email the webmaster of the site an indicate your displeasure with the image usage. I would ask him to "cease and desist" from using unauthorized use of your image on the site and any other associated sites. Many times one site will redirect to multiple other sites. I would put a bogus atty name in the CC: on the email. Indicate that if the image is not removed you will have no other recourse than to continue to seek other legal avenues.
I can almost assure you it will be removed
Probably more of a easy to snag a picture and post than than to have an intent to fraud.
I have built many sites that are Jeep related. I found a picture of one of my custom Jeeps on a site in Germany...!! But I thought that was pretty cool LOL
Email me if you need help, there are other ways to deal with this issue as well.
Paul