This is a clever move, indeed.

Mercedes Benz, maker of fine — but darned expensive — cars, has opened its Mercedes-Benz Driving Academy in the UK. Here, children as young as ten years old can get behind the wheel of an A-Class and start working on their driving skills. Mercedes' idea is that good driving skills take time to build up, but lead to safer, better drivers. So why not start exposing future drivers to the chance sooner?

For as little as £40, kids get to take a spin in a genuine Mercedes Benz while getting coaching from specially trained driving instructors. There are even classes for parents to help them be more helpful and encouraging to their own kids when they're practicing in the family car.

This is a pretty smart brand strategy. What 10-year-old would say no to driving a real, full-size car? And, at the same time, what parent would balk at someone else who genuinely wants to instill some good driving skills in their child without endangering the family sedan? (And, it's a Mercedes!) These kids will probably grow up to be safer drivers, and might just start lusting after an E-Class early enough to set aside their paper route money with one in mind. Smart.

Check it out at www.mbdrivingacademy.com