Eterniti Motors is go, go, go
Situated in Park Royal, north-west London, the company is hoping to bring in a selection of discerning buyers with its Artemis "super-SUV".
Priced at around £210,000, the 600bhp off-roader uses a twin-turbocharged 4.8-litre V8 and gets to 60mph in 4.3 seconds. But it costs more than double the list price of a top-end Range Rover.
The dealership opening was attended by "over 100 media, business figures and VIPs", who witnessed the official unveiling of the car. The showroom also features an "atelier" and design studio, where customers can consult with Eterniti to develop their own specifications.
Just down the road is Eterniti's production facility – the firm proudly claiming to be "London's only carmaker".
In reality that's not strictly true – as the Artemis is based upon the Porsche Cayenne, it's effectively a re-fitting operation. The showroom isn't a one-off though: Eterniti is establishing a network of wholly-owned showrooms" in "key centres". Dealers will begin to spring up around the world next year – with Hong Kong taking the lead.
Built to "limousine-like" standards, the car is aiming straight at Asian markets – where being chauffeured is the ultimate aspiration. Reclining, heated and cooled rear seats have been slotted in, along with iPad-ready holders with "electronic reveal" and a drinks chiller complete with crystal glasses.
The interior is built with only "the finest leathers", and has a quilted floor and boot trim. Lambswool rugs and natural wood veneers complete the luxurious cabin.
Buyers can even have the "starlight roof lining" for free - how generous.
For the price tag Eterniti are asking though, we're not sure that buyers will be too fussed about saving the odd £100...
F1 star Johnny Herbert helping new Brit car firm Eterniti