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Roary is a new, young red grand prix-style racing car. He is the main character in the show. Roary is young and inexperienced and he often makes mistakes. However, with the help of his friends, he always learns from them. Roary is often shown wearing a white baseball cap and has a white number 1 painted on his front.

Roary comes in a range of toys featuring his friends, Maxi, Drifter and Big Chris.