You are here

A cryptic teaser was sent out to the world’s motoring press with the message that “a new luxury car brand is coming”, a brand called Eterniti Motors.

This luxury brand promises to be ‘different’ and from London and will build something resembling the crayoned image you see above. And that’s it.

We desired more information, so we did a bit of digging. Speaking to, an Eterniti spokesperson said the company is funded by a group of international investors, is “independent of any OEM” and that its first car - based on that sketch - will “create a new niche above the most luxurious SUVs currently available”. Remember that Bentley off-roader we told you about last week? Eterniti is planning on filling “that space which Bentley and Lagonda are talking about going after”. Right, then.

Of course, building a brand new car from scratch is an arduous, pain-staking and money-draining exercise. It also very rarely makes the leap from fantasmic concept to Actual Thing. Eterniti tells us “we’d like to create cars from the ground up, although drivetrain development is of course an enormous undertaking”. So the first car will feature bits from an existing vehicle that is best in its class. “Where we use elements of other vehicles”, says Eterniti, “we will always choose one that sets the benchmark.” Hmm…

This self-proclaimed ‘Super SUV’ will feature a handmade interior “with any level of bespoke interior trim a customer requires” (as will future Eterniti products, we’re told) and will be sufficiently attractive to appeal to “major economic hot-spots from London to the emerging Asian markets”. First deliveries of this luxurious off-roader will begin next year.

And it will carry a price tag somewhere north of £100,000.

Using the spirit of openness and democracy the Internet was founded upon, we will share more information as soon as we get it. Until then, why not share your thoughts on this ‘new luxury brand’ and its plans on building a diabolically super SUV below. We wish Eterniti and its unbridled ambition the best of luck. After all, what could possibly go wrong?

Share this page: 

What do you think?

This service is provided by Disqus and is subject to their privacy policy and terms of use. Please read Top Gear’s code of conduct (link below) before posting.

Promoted content