In light of road safety week, Volkswagen aims to tug at the heart strings of kiwi drivers in a bid to stop them from speeding. 

The company introduced reduced speed dials to the cars of four New Zealand families, with the speedometer itself is designed by the little ones of the family.

The initiative seems to have had the desired outcome, with all families reducing their speed in multiple driving situations. 

Half of the drivers' maximum speeds were reduced, and one family reduced their top speed by 19km/h - from 132 down to a maximum of 104.

The reduced speed dials are not available to the public as yet, but Volkswagen are hinting there are signs it could hit the market in future.