Companies are always looking for sexy and exciting ways to draw attention to their products. Volvo's latest attempt is less sexy and more fuzzy and cute. It involves using a hamster to steer one of its trucks. Seriously.

Volvo wanted to show just how responsive its Volvo Dynamic Steering system really is. The company figured the best way to do that was have Charlie the hamster steer a Volvo FMX truck out of a Spanish quarry.

Volvo points out that since the hamster can't look out the window (obviously) that the actual driving is done by a human who allows Charlie to handle the steering. Volvo fitted the steering wheel with a special hamster wheel and had the driver of the truck guide the hamster with a carrot.

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