Throwback Alert: When Volvo was Crazy Enough to Let a Hamster Drive its Truck

Back in 2013, something strange happened. Volvo Trucks, the brand known for safety and engineering, decided to hand the wheel to a hamster. Yes, a real hamster. Not in a toy car, but a 15-ton Volvo FMX truck, navigating a dangerous quarry road.

The campaign, called “The Hamster Stunt,” was part of Volvo’s promotion for its new dynamic steering system. The system, designed to reduce effort behind the wheel, allowed even a tiny animal to steer a massive machine. It was bold. It was risky. And it actually worked.

A Steering System So Smooth, Even a Hamster Could Do It

This wasn't just a PR trick. The technology was real. Volvo placed a carrot in front of the hamster, Charlie, inside a custom steering cage. As Charlie followed the carrot, he moved the wheel. The FMX truck responded — precisely. Engineers and safety crews stood by, but the truck stayed on course.

The entire setup was built to highlight Volvo’s dynamic steering, which uses an electric motor to assist the driver. This makes heavy-duty steering feel like driving a light car. The message was clear — if Charlie could steer, so could you.

Viral Before Viral Was Cool

Volvo’s hamster video didn’t just explain a feature. It became a global viral hit, racking up millions of views on YouTube and being shared across news outlets and social media. It showed off the truck’s precision while making people smile. Not an easy mix.

What It Meant for Volvo Trucks

Marketing aside, the hamster stunt showed something real. Volvo was confident in its tech. Confident enough to trust a rodent on a cliffside path with a truck worth thousands. That’s not just bold, it’s clever. It turned technical innovation into something viewers could feel — not just hear about.

More than a decade later, that video still pops up in marketing courses and “best ad” lists. Why? Because it did what great content does. It told a simple story, connected emotionally, and showcased the product in action.

Conclusion

In an industry where most ads show stats, figures, or talking heads, Volvo Trucks gave us a hamster. And weirdly, it worked. It’s a reminder to brands everywhere: sometimes the most unusual idea is the one people remember.

91Trucks is the place to go for all things commercial vehicles. If you need a new or used truck for your business, check it out. We have everything you need, from detailed reviews and exact specs to the best deals that fit your business needs. Stay up to date on the latest news, analysis, and stories from the business.

Follow us on Facebook, Instagram, and LinkedIn, and subscribe to our YouTube channel to get the latest news and videos from experts!

Read More

1. Tata LP 407 Bus: School and Staff Bus Review
2. Tata Ultra Electric Bus: India's Push Toward Clean Mass Transit