From here to Eterniti: Frankfurt debut for new luxo brand
The British car industry isn't what it was, but that hasn't stopped boutique Pommie brands from proliferating. And yet another is set to join the fray…The likes of Bentley and Aston Martin may soon have another rival to contend with, as a mystery new brand has announced its intention to launch at next month’s Frankfurt motor show.
Dubbed Eterniti, the new manufacturer has for now issued the briefest of press releases, containing only the accompanying teaser image and the following text:
“A new luxury car brand is coming.
A different kind of luxury car brand.
A luxury car brand from London.”
It doesn’t give away a whole lot, but UK’s Autocar magazine reports the debutant will compete with the upcoming Bentley SUV (expected in 2014) and Aston Martin’s Lagonda sub-brand.
The magazine has speculated the vehicle will carry a UK price of £150,000, which would translate to an Australian price around $400k if it were to make it to our shores.
A visit to Eterniti’s website (http://www.eternitimotors.com/) seems to indicate the new offering will be known as the ‘Hemera’ and a company spokesman was quoted as saying the vehicle would occupy “a new market niche” and that it would beat any other rival to market in the super-luxury SUV segment.
According to the Autocar report, the Hemera borrows much of its hardware from other vehicles, and the sketch suggests the principal donor is none other than Porsche’s Cayenne.
However, Eterniti is giving nothing away for now, claiming only that the vehicle will be ultra-luxurious and offer class-leading performance.
Although the SUV is derived from an existing platform, the company says its next project – a supercar, of course – will be designed in-house from scratch.
Eterniti is a British-registered company backed by a group of international investors, but the team behind the new vehicle will only be revealed in the lead-up to the Frankfurt motor show.
We’re ingesting all this with a generous pinch of salt, but we’ll be able to give you a more precise and better-informed verdict when we’ve seen the vehicle and heard the accompanying spiel at Frankfurt.
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