Eterniti Motors: The New British Car Brand
Enigmatic teaser campaign leaves us guessing - but starts off with Cayenne-based SUV
A different kind of luxury car brand.
A luxury car brand from London."
As press releases go, this has got to be one of the most enigmatic that has ever filtered its way into the PH inbox. The brand it is talking about is called Eterniti, a new British car company that will launch its first product at the Frankfurt motor show this September.
Details are as sketchy as this design image for now, but we spoke to the chaps at Eterniti, who tell us their new car will be a high-end, high-performance, super-luxury SUV (possibly called 'Hemera' to judge by the video on Eterniti's website).
Eventually, they say, Eterniti will create its cars from scratch, but initially it will buy-in its platform and drivetrains. For the first fruit of the venture, this seems to mean the Porsche Cayenne; the design sketch looks distinctly 'Porschey', and the Eterniti chaps admit that it will use a 'very well-known platform'.
We'll know more in a week or so, when Eterniti reveals the next stage in its plan, but we can tell you that the coming 'super-luxury' sports SUV will sit at the top of the sporty off-roader tree - and will be targeting roughly the same customer base as the Bentley SUV, which is expected to arrive in 2014.
So: optimistic pipe dream, fully clued-up new car cmpany, or over-ambitious tuners? We'll leave that one for you to decide...
http://www.eternitimotors.com/
Probably the most cliche laden web promo I have seen for years. Its like a parody of a car brand.
I am probably just old and out of touch, I don't know. But this looks like a complete waste of time to me. Maybe its for footballers and yoofs..
Willing to bet they'll be using the previous model Touareg/Cayenne platform with a rebody; putting in a bling interior, charging way too much money and selling on to dumb footballers and their WAGs.
If I wanted a British luxury 4x4 I'd buy a Range Rover.
"This is a poorly bodykitted Cayenne".
is a much better message than
"This is a poorly bodykitted Touareg".
I'm bracing myself for the inevitable diamond-quilted alcantara. There may even be some carbon-fibre-effect wrapped interior plastics. Lordy.
If there's a choice of seatbelt colours I think my cup will overflow.
My guess is Blue Banana.
If you actually want to invest in the company, please send all your money to The Hypno-Toad, The Big Lilypad, The Duck Pond, Nr Godalming, Surrey. I have a toilet here that I will be more than happy to flush your cash down once I have taken my 15% commission.
Saab have a premimum brand, a heritage and even a product line & they can't make it work in todays market place. What makes these people think that they can?
ETERNITI MOTORS LIMITED
THE BARN WARREN COURT
114 HIGH STREET
STEVENAGE
HERTFORDSHIRE
ENGLAND
SG1 3DW
Company No. 07382259
Status: Active
Date of Incorporation: 21/09/2010
Country of Origin: United Kingdom
-- Not November 2010.
Sounds like a badge engineering exercise - buy a drive train and then sell to China. Hence the "London" on the website rather than Stevenage. Only one employee on linkedin.com ?
Best of luck to them!
It is crash tested, and production approved, etc. VW can sell all the tooling gear, or build it themselves for these guys, and make money from old rope.
Like they did with the old Audi A4 becoming the new Seat Exeo.
They're a business, this will make money from something they would otherwise throw away. Good on them.
If the new company do this right, they'll sell quite a few to Arabs and Chinese with more money than sense, based on the London branding and premium.
Good on them too.
I don't expect to like it or buy it though.
I can only assume the (non English speaking) Chinese backers of this company have had a big say in the wording of its press release and promo video. I've never heard anything so cheesy in all my life!!
And using Eterniti as a name. Not only is it naff, it's verging on plagiarism. If this is serious (and I suspect it isn't), I imagine that Infiniti's solicitors will have a thing or two to say about it.
It must be a spoof!
The reason to throw large sums of money at folly's like this may be as much to do with the objective of moving money around for its own sake, rather than actually creating a business.
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