Knight Rider Becames Robert

No I haven’t lost my mind or suffered a blow to the head. I was just looking over Something Awful’s Holiday Shopping Guide when I found this:

You see, old Go-Bots don’t die, they just get sent to China to be given a paint job based on every pair of Umbros shorts I ever had.

At least I think this is a Go-Bot. He looks really familiar. Can anyone put a name on him for me?