Gothenburg, Sweden – As the car market gets tougher, all motor manufacturers are looking for new demographics to target, especially at entry level, to woo new customers to their brand.

But this limited-edition model really takes that idea to its logical conclusion. It’s targeted at drivers between one and three years old.

This is the Volvo Rider, a kids’ ride-on car styled to mimic the current Volvo design language, with big wheels for stability and a big steering wheel for easy driving in tiny hands.

It comes in either fashionable metallic silver or crash-test orange, complete with authentic quadrant markings, working LED head and tail-lights (with 10 minute delay function) and a working hooter.

The only thing that’s not kid-friendly is the price – €166.10 (R2440) from the Volvo Lifestyle collection.

IOL Motoring

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