New Eterniti luxury brand to launch in Frankfurt (photo + video)

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The upcoming Frankfurt Motor Show is generating a lot of attention today, not only for the many new products to be unveiled but also the birth of a new luxury brand from England called Eterniti Motors, whose launch vehicle will be the Hemera SUV.

Photo: Eterniti Motors

It's not a concept or a design study but a pre-production model, suggesting that consumers may be able to buy one if the response is positive and Eterniti has enough money to go ahead with large-scale production.

Since the company doesn't have a website yet, we must rely on this artistic rendering and a short YouTube clip to get a taste of the Hemera.

Of course, it's way too soon to speculate, but here's hoping that Eterniti will enjoy success and inject fresh new blood into the highly-competitive premium car segment.