DiMora Motorcar is creating the world’s first hand-built, $2 million, sixteen-cylinder production automobile. The Natalia. The world’s most luxurious, expensive, and technologically-advanced creation.

The development and unveiling of the Natalia is designed to be a premier Internet, televised, educational, and media event of unprecedented proportions. Millions of viewers from around the world will be able to watch our renowned craftsmen creating the Natalia via multiple live Web cams transmitting from our production site.

The challenge for companies like the LP Wheel Group, then, is how to make each design glitzier than the last. Tony Lee, the owner of LP Wheel, is known among car enthusiasts for his line of Chevrolet and Ford emblems studded with multicolored Swarovski crystals, which are sold under the IcedOutEmz brand name.

But in preparation for the annual Specialty Equipment Market Association trade show, held last November in Las Vegas, Mr. Lee decided to create something several degrees more elaborate, and around 1,250 times more expensive: a diamond-festooned, 18-karat white-gold shift knob, priced at $150,000.

VIA NYT