It must be a slow news day at Business Week, because they’ve posted a story on “The $2 Million Car.” What they’re referring to is the DiMora Natalia, which Business Week reports will be, according to its manufacturer, “the world’s most luxurious, expensive and technologically advanced creation.” 

Did you notice the word was “creation,” not merely ‘automobile’?

Apparently, DiMora just put out a press release announcing this vehicle, as several other sources, not just Business Week, are posting the story.

According to Business Week, here are the details:

1200 hp aluminum V-16 engine with 14 liter displacement, with “variable cylinder technology” to deliver “excellent gas mileage when cruising,” a chassis that weighs 1500 lbs less than other luxury vehicles of equivalent size due to “advance aerospace materials and construction techniques,” which will “provide a smoother ride than in any luxury sedan with the performance characteristics of the finest sports cars.”
 
Business Week quotes Mr.DiMora: "The goal for the Natalia is to be completely distinctive from bumper to bumper—the most powerful four-door sport luxury automobile in transportation history. The Natalia will set the standard for 21st Century automotive excellence."
 
Sure thing.
 
So who’s Alfred DiMora?
 
Well, he’s the guy that brought you the Clenet. According to the DiMora website, he’s also a “key member” of the team building the world’s largest Ferris wheel in Las Vegas. According to the DiMora website, the Ferris wheel is to be completed by 2008. But, website focused on Las Vegas attractions discloses that they haven’t found a site on which to build it yet. They also plan to build one in Dubai.

It’s odd that no one at Business Week remembers that this is exactly the same press release as the one DiMora put out last August – that’s 2006 – announcing the very same car.

There is one addition, however, to the new model press release: the paint. It black or blue when it’s cool outside, the car’s paint turns white as it gets hotter.

DiMora’s website uses its initials as a shorthand for the company:
 
DMC
 
Haven’t we seen that somewhere else, before?

What do you think?
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