A rare 1930s vehicle offers a glimpse into early road safety education.

Webb’s is set to auction a rare and historically significant piece of motoring history, with the ATCO Junior Safety-First Training Car promising to enthral collectors and enthusiasts alike.

Designed in the 1930s to teach children aged 7 to 17 the fundamentals of driving and road safety, this innovative miniature vehicle is one of fewer than a handful known, with possibly as little as five surviving examples existing from an original production run of just 200 units.

Estimated to sell between $10,000 - $20,000, this meticulously restored example works like a fully functional car, complete with clutch, brake, handbrake, gearstick (forward and reverse), starter lever and the accelerator on the steering column (common at the time).

Maintenance will also be easy as it’s even got a period correct toolbox in the footwell.

Created by British engineering firm Charles H. Pugh Ltd of Whitworth Works, Birmingham - better known for its lawnmowers - the ATCO Junior Safety-First Training Car was a pioneering initiative to combat rising road fatalities.

With 8000 deaths recorded on United Kingdom roads in 1935, this educational tool was developed to instil early road awareness in children.

The car was built to mirror the mechanics of a full-sized automobile, offering hands-on experience behind the wheel.

Publicity shots show the ATCO Junior Safety-First Training Car in action.

Innovative design meets practical functionality

The ATCO Junior featured a 1hp 98cc single-cylinder, 2-stroke ATCO-Villiers lawnmower engine, crank start, and chain transmission, reaching a top speed of 8–10 mph (13kmh to 16kmh).

With exceptional fuel efficiency—up to 80 miles (129km) on a single gallon—the vehicle even found an unusual post-war life as a practical alternative for adults navigating city traffic during petrol rationing.

Accompanied by a track complete with road markings and Belisha beacon crossings, the ATCO Junior was part of a broader safety education campaign inspired by the 1931 Highway Code.

Demonstration programmes, including films shown in schools, helped children understand traffic rules long before formal driving tests became commonplace.

Production of the ATCO Junior was tragically short-lived.

Launched in the months before the outbreak of World War II, by September 1939 the project was cancelled as manufacturing priorities shifted to wartime machinery, with many examples broken up and used as 12V generators in Army Tanks.

Originally priced at £35 (about $17,000 in today’s money)—with special discounts for schools and local authorities—only 200 units were ever sold.

This particular model represents a faithfully restored piece of motoring history, showcasing both its original craftsmanship and its role as an educational icon.

With 8,000 deaths recorded on United Kingdom roads in 1935, this educational tool was developed to instil early road awareness in children.

Auction details

This auction has a host of other collectable cars and motorcycles, including a 1988 Holden HSV VL SS Group A ‘Walkinshaw’, estimated at $240,000 – $260,000; a 2011 Mercedes-Benz SLS AMG, estimated at $230,000 – $260,000, and a rare 1964 Porsche 356SC ‘Outlaw’ Cabriolet, estimated at $200,000 - $250,000.

This auction presents a once-in-a-lifetime chance to own a piece of history that blends engineering innovation with cultural significance.

As one of the rarest surviving examples, this ATCO Junior Safety First Training Car is expected to draw considerable interest from collectors of vintage vehicles and educational memorabilia alike.

Viewing times

Thursday, December 5, 10am-4pm

Friday, December  6, 10am-4pm

Saturday, December 7, 10am-4pm

Sunday, December  8, 10am-12pm

Live auction

Sunday, December  8, 2.30pm

Auction & viewing location

33a Normanby Road Mount Eden Auckland 1024

- SunLive