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Gold and Jewelry Make World’s Cheapest Car One of the Most Expensive

A Tata Nano, which usually sells for $3,000 has been converted into one of the most expensive cars in the world, after it’s been plastered with $4.6 million worth of gold and jewelry.

The Nano was a welcome innovation designed to bring affordable transportation to Indian masses, and though it may not have all the features we’ve grown accustomed to in the western world, the tiny car achieved its goal. But there is nothing affordable about Tata’s latest publicity stunt for the Nano – they’ve teamed up with Titan Industry-owned Goldplus jewelry chain and decided to create the most expensive Tata Nano ever. After covering it with kilograms of gold, silver and jewelry, the price of the world’s cheapest car went from $3,000 to $4.6 million. Now that’s quite a makeover.

Photo by XInhua/Stringer

Goldplus, who has been involved in over-the-top-marketing efforts before, slathered the little Nano in 80  kilograms of 22-karat gold, 15 kilograms of silver and 10,000 precious and semi precious stones like pearls, emeralds or rubies. The blinged-out car which was unveiled last night by Tata Group Chairman Ratan Tata, at the Tata Theater in Mumbai, will go on a six-month tour, to be displayed in Indian towns where the Indian car manufacturer operates. I hope they don’t plan on showing the price tag, or Tata is going to lose some customers.

Photo by XInhua/Stringer

Asked what will happen to the $4.6 million Nano after the tour is completed, C.V. Venkataraman, the chief operating officer of the jewelry division of Titan Industries, said he hopes someone will buy it.

via India Realtime and Xinhua

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