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London, England - They’ve got chunky wheels, excellent suspension and leather interiors, not to mention that all-important badge.

But it’s not the latest sports cars that are seducing men, it’s prams. And manufacturers are cashing in on hands-on dads keen to have the latest playground status symbol.

Skoda's pimped-out pram for cool dads

A Channel 4 documentary shows how collaborations between car companies, including Ferrari, Aston Martin and BMW, and pram manufacturers has prompted a rise in prams aimed at men.

But all this comes at a price, as a recent episode of Sujpershoppers showed how the price tags have risen with the targeting of men, with even a middle-of-the-range buggy now setting parents back £750 (R17 250).

And top of the range prams can cost as much as a second-hand car. The Ferrari Stroller costs £1999 (R45 950), and the new Aston Martin pram, the Silver Cross Surf - which features magnesium alloy and a tan leather handle - is an eye-watering £3000 (R68 900).

‘PRICIER =SAFER’

Presenters Andi Osho and Anna Richardson say that new dads often believe that pricier prams are safer.

“Men really want to feel involved and supportive,” Richardson said, “so the showrooms are filled with expensive man prams.”

“The buggy manufacturers have worked out that if you want someone to spend big on a pram, don’t target the mums, target the dads instead.”

But, as the presenters showed, this isn’t necessarily true, as all prams have to adhere to industry standards.

When comparing Maclaren’s £525 (R12 000) BMW model and the £175 (R4000) Triumph model, for example, they found that there were only “a few minor differences in spec”.

Daily Mail

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