Tesla Art Car Touted as Digital Masterpiece

MIAMI — The digital artist known for his Absolut Vodka ads has turned his attention to the Tesla Roadster, swathing it in a psychedelic wrap composed of stripes, swirls and an unidentified portrait of a man on the hood. As expected, the rolling artwork is for sale — but the buyer must negotiate the price with the artist.

Be forewarned that works of Laurence Gartel, the man behind the Tesla Art Car, do not come cheap. A limited-edition of his new book, Auto-Motion, costs $1,500. But it includes a forward by Jason Castriota, Saab's new design chief. In July, Gartel told miamiartzine.com that he is working on a new book entitled Super Cars. He said it will "embrace all high-end makes and model automobiles like Lamborghini, Maybach, Aston Martin, Alfa Romeo, Koenigsegg, Porsche and Saleen." The new book will have a metal cover, he said.

"Tesla and Gartel are natural partners," the automaker said in a statement. "Both capitalizing on new technologies to break ground in the automotive and art worlds."

Gartel, a pioneer of the Digital Art Movement, has had his work featured at the Museum of Modern Art and the Smithsonian. Tesla is experimenting with art cars, something that has been a regular endeavor at Audi and BMW.

Inside Line says: In this case, the wrap is probably worth more than the Roadster — so expect to pay upward of $109,000. — Anita Lienert, Correspondent