New luxury car brand will launch at the Frankfurt motor show
16 August 2011

Britain’s newest luxury car brand - Eterniti Motors - will be launched at next month's Frankfurt motor show.

A new luxury SUV crossover, previewed here in this early design sketch, will be the first model from the London-based firm. The SUV will be a rival to the Aston Martin Lagonda and the upcoming Bentley SUV, and is expected to have a price tag of around £150,000.

An Eterniti spokesman told Autocar that the company would produce “bespoke high-level luxury vehicles with high quality, hand-crafted interiors”. There are plans for a range of future models, with the SUV likely to be followed by a supercar.

The SUV, tipped by Eterniti to sell more than 100 units per year, is claimed to set “a new market niche” and it would beat any other rival to market. “We will be first in the segment,” said the spokesman, adding that the fact other manufacturers would also be going into the super-luxury SUV segment proved there was a demand for such cars in emerging markets.

The car uses “elements of other vehicles” in its underpinnings, although the firm has not named the model used as a base yet. No details of engines or engine partners were announced either, although Eterniti did confirm the cars would be “high performance”.

While the SUV uses an existing chassis as base, Eterniti says its supercar will be a bespoke, ground-up design. The firm has also said it could partner with other manufacturers in the future.

A teaser video on Eterniti's website appears to give the luxury SUV’s name away as 'Hemera'.

Eterniti is a British-registered company and is backed by a group of international investors. The team involved in the car has experience with luxury cars and Eterniti would be revealing who is involved, along with more details on the car itself, in the build-up to the Frankfurt show.

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