I did some looking about and found that this same car was far more expensive on other sites.
It was £129 at Tesco Direct recently reduced to £97.47:http://direct.tesco.com/q/R.205-9363.aspx
It is £99 at Toys R Us:http://www.toysrus.co.uk/Toys-R-Us/Bikes-and-Rideons/Battery-Powered/6V-Roary-the-Race-Car-Ride-On(0013984)
I thought of getting my little boy a 6v car for his 3rd Bday after I missed out on the Ferrari misprice that was on HUKD last week, so I had a look around and he loves Roary so I thought this was a steal.
I had bought this 3 days ago when it was £51.29 and it has been reduced today to £44.99, but I have rung argos and they are willing to refund me the difference once my 30 days money back guarantee is over. :)
Not available instore only delivery, but if you can spend over £50 delivery is free. Use the voucher attached.