AM Online

New luxury car brand to launch at Frankfurt Motor Show

A new luxury car brand based in London calling itself Eterniti will launch at the Frankfurt Motor Show next month. Eterniti Hemera

The only details available on the potential new specialist sports franchise are a teaser image of its first luxury crossover model the Hemera (named after the Greek goddess of daytime) and a trailer video for the new brand at

It's expected the Hemera will be priced between £150,000 and £200,000 and based on the underpinnings of a mainstream crossover.

First deliveries will be make in 2012 and the company will be focussed on bespoke manufacturing. The Hemera will be the the first in a small range of cars with a high performance model due to follow the crossover.

AM-sister title CAR magazine suggests someone like Martin Leach, ex-Ford of Europe and Maserati boss could be brought in to run the company.

More details are expected to be revealed on September 14.

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