Eterniti Hemera: A new luxury SUV from London start-up Eterniti Motors

Eterniti Motors SUV Sketch

Who are Eterniti Motors? And what is the Eterniti Hemera? Truthfully, we have little idea.

Yesterday, a start-up company (Eterniti Motors – registered in 2010 (as was their domain name) in Hertfordshire) announced that they are ‘building’ a new super-luxury SUV – think £150-200k – which will be revealed at the Frankfurt Motor Show in September. It could possibly be called the Eterniti Hemera.

So we thought we’d have a dig around and see what we could discover.

We’ve heard everything from a Chinese funded project to produce a halo SUV in collaboration with a well-known name in the UK motor Industry, to a partnership between an ex-Ford and ex-Fiat Group execs heading up a syndicate looking to get in to the super SUV market ahead of Bentley, et al.

We’d even considered as possible candidates CPP and Vladimir Antonov, but they wouldn’t be in London and they have better names at their disposal than ‘Eterniti’, which sounds distinctly after-market tuner.

And that’s it, just industry gossip.

We’re promised two more releases of information before the 13th September at Frankfurt when ‘all will be revealed’. For now, all we’ve got is:

Eterniti Motors – The New Luxury Car Brand

A new luxury car brand is coming. A different kind of luxury car brand. A luxury car brand from London.

We’ve also got the logo, which seems to be a mix and match and designed to look like Ferrari or Lamborghini or Porsche. And Eterniti as a name seems to be made up by the same out-of-the-box think-tank who made up Infiniti.

It’s all designed to look established and familiar – a sensible route to go.

But Eterniti are almost certainly not a manufacturing company. If they were, we’re sure they’d have left too many traces already to keep stuff secret.

Our money’s on a tuner, taking the underpinnings from a high-end SUV – think Cayenne or X5 or RR or ML – and bolting on a new body and bling to flog to footballers.

Probably trading from under the arches on Fulham Broadway.

By Cars UK