Austin ‘pedals’ its wares on Savile Row

General Guides 

Forget about power. Forget about equipment levels. Forget about list prices, optional extras, fuel economy, emissions, and all of that usual stuff. If you’re thinking of leasing yourself a new car then this has got absolutely nothing to do with you. But if you feel like indulging your inner child – or even indulging your actual children if you can control your jealousy – you might want to order yourself an Austin pedal car with bespoke Savile Row upholstery.

No, we’re not joking.

Yes, that is an actual pedal car.

Austin Pedal Cars has collaborated with renowned Savile Row clothmaker Holland & Sherry to create an exclusive Austin J40 Continuation pedal car built especially for the 2024 Concours on Savile Row event.

The Austin J40 pedal car was originally made by the Austin Motor Company Limited and was based on the 1948 A40 Devon and Dorset. Built and painted in the same way as the actual cars would have been, each one featured working headlights and horn, detachable wheels with Dunlop tyres, a realistic facia panel and leather or cloth seating. In addition, each car had an opening bonnet and boot, chrome bumpers, hub caps, grille, and boot handle.

Between 1949 and 1971, 32,098 Austin pedal cars were built at a specially constructed factory, the Austin Junior Car Factory. In 2022 the J40 Motor Company, already established as experts in restoring these classic pedal cars, acquired the rights to the Austin name, allowing it to begin production of a new range of Austin pedal cars.

Collaboration of two famous brand

This exclusive Holland & Sherry Austin J40 Continuation brings together two iconic brands, both rooted in British history, to create the ultimate combination of automotive design and Savile Row style.

Since 1836 Holland & Sherry has supplied bespoke tailors, haute couture designers, and global luxury brands with some of the finest cloth in the world. Stephen George Holland and Frederick Sherry began the business as woollen merchants at 10 Old Bond Street, London and, in 1982, the business moved to Savile Row.

The bespoke interior of the Holland & Sherry Austin J40 Continuation is finished in the finest Holland & Sherry cloth, and features an individually designed and tailored seat complimented by a handbrake gaiter trimmed to match. The same cloth, chosen to match the car's stunning turquoise paintwork, has also been used in a range of unique accessories including a fine leather satchel and tool-roll.

Despite the vintage looks, the Austin Pedal Cars J40 Continuation is a brand-new model that presents a modern take on the classic J40 pedal car.

Body from aluminium

With a hand-formed aluminium body and a beautifully designed, lightweight pedal-system the J40 Continuation is as much a piece of art as it is a child’s toy. The Austin J40 Continuation Holland & Sherry specification includes sculpted aluminium bodywork, exclusive Holland & Sherry seat and handbrake gaiter, aluminium wheels with chromed hub caps, rack and Pinion steering system, opening bonnet with rocker cover and spark plugs, opening boot with battery access and storage, working headlights, horn, and instrument panel, three-spoke, wood rim Moto-Lita steering wheel, and Holland & Sherry trimmed Austin satchel and tool-roll.

This exclusive Savile Row collaboration launches a bespoke design programme for the Austin Pedal Cars J40 Continuation which offers the opportunity to order a new Austin J40 built to your own specification. Owners can choose from an almost unlimited colour palette, have the option of specifying custom elements to the car and will have a wide range of interior finishes, including a range of Holland & Sherry cloths, to choose from.

While this unique J40 Continuation has been designed and built to be used as a child’s pedal car, there is no doubt that it would enhance any private automotive collection, and also lends itself to be used as a stunning piece of interior decorative art.

And no, unfortunately we can’t arrange for you to lease one.

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