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Eterniti felt the need to jack up the price by $100 000 on their Artemis raising it to $340 000. $340 000 is a lot and not sure if I would pay that much for such an SUV. If you guys had the money, would you buy it?


Just the Facts:

- Eterniti, the would-be purveyor of luxury SUVs, has resurfaced with an updated version of its Hemera, now called Artemis.

- Eterniti has bumped the projected price by $100,000, to $340,000.

- The company says the first customer deliveries are slated for fall 2012.


LONDON — Eterniti Motors, the would-be purveyor of luxury SUVs, has resurfaced with an updated version of its Hemera, now called Artemis. Since the Hemera was unveiled at last fall's 2011 Frankfurt Auto Show to a chorus of criticism, the projected price tag has also soared by $100,000, with the first customer deliveries slated for fall 2012.

The company, which describes itself as "an independent, boutique British marque," said in Frankfurt that it was aiming the Hemera at wealthy car buyers, particularly in Asia, with prices starting from around $237,000.

Based on the Porsche Cayenne, the rechristened Artemis (nee Hemera) turned up last week at the 2012 Beijing Auto Show as an "engineering prototype" powered by Porsche's twin-turbo 4.8-liter V8. Now Eterniti says the car will sell for the equivalent of $340,000 plus local taxes "in all markets except China, which will have a unique pricing strategy."

Eterniti said the Artemis will feature a hand-crafted interior and will be aimed at such future ultra-luxury SUVs as the Maserati Cinqueporte, the Lamborghini Urus and the Bentley EXP 9 F.

The company said it is taking orders through its London and Hong Kong offices.

Inside Line says: The new name hasn't improved the car's curb appeal much. Nor has the stiffer sticker.
 
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