India Watch : Tata’s gold-encrusted Nano
It’s time to jazz up the Tata Nano – and this is Titan’s take on the old idea of automotive alchemy. Literally.
The Tata Nano remains the world’s cheapest car you can buy new and starts from around £1500 in its home market of India. It’s an exercise in minimalism, with standard models equipped with little more than a steering wheel and wind-up windows. However, despite its temptingly low price, the Nano’s sales have been disappointing, amid the PR difficulties of spontaneous combustion and simple mechanical failure.
Tata Motors has recruited one of its subsidiaries, Titan Industries, to give the car a more premium appearance in the form of gold and jewels. Whether it’s more Elizabeth Duke than Asprey remains to be seen, given that these images are renderings but the whole project does seem to be a PR exercise of questionable taste.
Celebrating the 5000th anniversary of Indian jewellery, Tata Motors and Titan Industries launched a public campaign to solicit designs for a bedazzled Nano. Thirteen designs came in, with the winner you see here being chosen just a few days ago.
This conspicuous one-off will be crafted out of pure gold by Titan at its facility in Bagalore. The winning design is pictured above, with the runners up in the Gallery below.
[Source: International Business Times]