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by Jay Traugott
The Lamborghini Urus has some competition.
We've seen images of it before, but now the official debut is happening. Do we need yet another ultra-luxury SUV? Not so much, but then again, we don't need a Lamborghini SUV; it's just great to have. Eterniti Motors, the London-based boutique luxury carmaker, has just revealed their "engineering prototype" of their first car at this year's Beijing Motor Show. Although this isn't the final product, Eterniti claims that the Artemis concept will closely reflect the eventual production model.
It's being labeled as the world's first Super-SUV (Lamborghini may beg to differ), but this term was created by Eterniti for what they call "a new class of vehicle providing the higher levels of luxury, performance and exclusivity demanded by today's wealthy car buyers." Power comes courtesy of a 4.8-liter twin-turbo V8 with 600hp and 553lb-ft of torque. It can go from 0 to 62 mph in 4.5 seconds and has a top speed exceeding 180 mph. The automaker also recruited Alastair Macqueen, who developed the legendary Jaguar XJ220 (at one time the world's fastest road car), to develop the SUV's performance and handling.
It has also been test driven by F1 Grand Prix winner Johnny Herbert who'll also be involved in development.
Buyers will also be treated to a handcrafted interior with the finest leathers, quilted under carpets and boot trim, lamb's wool rugs, piano black and carbon fiber. There's also a choice of sunroofs and a state-of-the-art audio system. The company claims the Artemis has a local currency equivalent of £210,000. In addition, there will be a customization program available to all customers. At the moment, Eterniti is still setting up their dealership network and the first units should be ready to go within a year.
UPDATE: We suspected this (as most of you did as well) but the Eterniti Artemis is in fact based off the Porsche Cayenne Turbo. The automaker hasn't fully confirmed this, but other sources have indicated otherwise. Yes, this is pretty much a bespoke Cayenne Turbo. Would you pay a premium for this?