By on August 16, 2011

Does the world need another luxury car brand? Hold up, let me rephrase that: does the world need another $250k luxury crossover with a new brand that sounds like a bad Infiniti knockoff? Well, whether we need it or not, it’s coming… and from Britain, not China! Or maybe it does?

Spokesfolks from Eterniti Motors tell Autocar that their new brand will launch at the forthcoming Frankfurt auto show, and that their first product will be the squashed-roof CUV shown in this sketch. Tentatively named “Hamera,” this theoretical competitor to the forthcoming Bentley SUV will be built in tiny (100 per year) volume, and will be based on “elements of other vehicles.” Eterniti reps say that high-end luxury CUVs are “a new market niche,” and while the development of competitor model like the Bentley prove that the market exists for overpriced luxo-barges, “we will be first in the segment.” Meanwhile, just as the name sounds reminiscent of Infiniti, the vehicle itself sounds a lot like the Cadillac SRX-based DeTomaso “D’oh-ville.” But I’ll go out on a limb and guess that Eterniti will be even less successful than that doughy, confused-looking lump. Autocar somehow forgot to ask a few questions. Must we do the dirty work?

Now who’s behind that new miracle car? Should be a simple enough question to answer. Apparently it is not that easy. An email dispatched to Eterniti’s HQ somewhere in London asked:

“What cars will be shown in Frankfurt? Where are they produced? Who is Eterniti? Who owns Eterniti?”

We are still waiting for an answer.

Left to our own devices (such as Google and a few Whois queries), we had to draw our own conclusions. If we are wrong, talk to us.

The man behind Eterniti appears to be Kenny Chen, sometimes known as Kenny Jen-Te Chen.  He is the son of a Chinese real estate developer who became rich riding the Chinese real estate bull. Aspirational Kenny started a Porsche dealership in China’s resort city of Qingdao. Like many rich sons, he started a racing team.  Real money was made by floating the dealership at the London AIM (Alternative Investment Market). The stock had a nice pop after it was listed.

Probably due to Chen’s early childhood infatuation with Porsche, the company was given a German-sounding name, “GruppeM”. In 2008, the company delisted itself.  Then it gets a bit murky. Being a private company, there is no need for disclosure and all Bloomberg has is this.

At around the same time, GruppeM secured the importership for Aston Martin, and Kenny Chen henceforth called himself “CEO of Aston Martin China.” Aston Martin did not necessarily set the Chinese market on fire, a state of affairs that is reflected by its website, which looks like the world came to an end a few years ago.  Aston Martin still lists only two dealers ion all of China.

This being the silly season, the interwebs were aflutter today. Some twitterati think Nissan should sue for infringement of their Infiniti brand. Some think Nissan is somehow behind it. I reached a fairly highly placed contact at Nissan. He said he had never heard of Eterniti and found the story amusing. Who knows, if they take the ample Twitter traffic and use it as proof that there is the fabled “Likelihood of Confusion”, they might find a London judge in a wig and a funny outfit who sees it their way.

I’d save my money, and sit it out. From here to Eterniti is a rough road, and it ends at a cliff.

If Kenny wants to join the ranks of failed supercar makers (some names come to mind, I will not mention them in the name of a harmonious society), then all power to him. People can do with their money whatever they want. Especially when the company is private.

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12 Comments on “Introducing Eterniti, The Luxury Brand That Has Nothing To Do With Infiniti – Who ARE Those people?...”

  • avatar

    Ugh, the question should be: Does the world need _any_ $250k luxury crossovers? Is there even any on sale currently? If so, how many are sold?

    This world of ours have no shortage of madmen, I guess. And though the chance of success is very slim at best, some of these “visionaries” did manage to produce cars: Pagani, Spyker, Noble, Ascari, Farboud… All of them made sports cars, though, none has tried with crossovers yet. Given how successful Porsche crossovers are vs its sports cars, who knows, maybe it is a good idea?

  • avatar

    Can’t wait for the Stig to get his hands on it!

  • avatar
    Rod Panhard

    Britain has a history of producing cars that are made from parts bins of other manufacturers, yet they are not called “kit cars.”

  • avatar

    The Eternity Hemaroid? Yes, I’m a bit dslexic.

  • avatar

    No sympathy for Infiniti, they choose to have a name that sounds the same as a real word (infinity). Eterniti or Eternity is perfectly acceptable. Of course this company won`t fly but that is a different topic.

    • 0 avatar

      “Ford” and “Dodge” are real words too, but I agree with your main point: “Cross” and “Weave” wouldn’t violate their respective copyrights.

      • 0 avatar

        I am not against “real” words being used. At least Ford was chosen because it was the founders surname. If you create a brand as Infinit, Lexus, Acura etc were in the past 2-3 decades then you need to be careful because other people can make brands sounding very similar, even if unintentional, especially since this is a UK brand and Infiniti has only just started selling in the UK.

  • avatar

    I hope buyers won’t need service because it’ll take an Eterniti… BA-ZING!!

  • avatar

    And the world wide recession/depression cannot come soon enough……

  • avatar

    There are more updated information digging out from the Internet.

    It seems that the famous Italian Super Car brand Pagani has entered into a kind of Sales Agreement with this famous guy and whatsoever related to the followings:
    Capital Alliance
    GruppeM Investments PLC
    Eterniti Motors Limited
    Eternities Motors Sales Limited (BVI)

    It shown that there is a new domain name registered last year named which it was registered by Kenny Chen.

    Domain Name:
    Registry Domain ID: 1821289973_DOMAIN_COM-VRSN
    Registrar WHOIS Server:
    Registrar URL:
    Updated Date: 2013-08-13T11:42:55Z
    Creation Date: 2013-08-12T06:59:49Z
    Registrar Registration Expiration Date: 2014-08-12T06:59:49Z
    Registrar: Melbourne IT Ltd
    Registrar IANA ID: 13
    Registrar Abuse Contact Email: .au
    Registrar Abuse Contact Phone: +61.386242300
    Domain Status: clientTransferProhibited
    Registry Registrant ID:
    Registrant Name: Alberto Giovanelli
    Registrant Organization: foo
    Registrant Street: 10 Greycoat Place
    Registrant City: London
    Registrant State/Province: London
    Registrant Postal Code: SW1P 1SB
    Registrant Country: GB
    Registrant Phone: +44.7510876523
    Registrant Phone Ext:
    Registrant Fax:
    Registrant Fax Ext:
    Registrant Email: [email protected]
    Registry Admin ID:
    Admin Name: Alberto Giovanelli
    Admin Organization: foo
    Admin Street: 10 Greycoat Place
    Admin City: London
    Admin State/Province: London
    Admin Postal Code: SW1P 1SB
    Admin Country: GB
    Admin Phone: +44.7510876523
    Admin Phone Ext:
    Admin Fax:
    Admin Fax Ext:
    Admin Email:
    Registry Tech ID:
    Tech Name: The Hostmaster
    Tech Organization: Claranet Group Ltd
    Tech Street: Claranet Group Ltd 21 Southampton Row
    Tech City: Holborn
    Tech State/Province: London
    Tech Postal Code: WC1B 5HA
    Tech Country: GB
    Tech Phone: +44.8453552020
    Tech Phone Ext:
    Tech Fax: +44.8708878858
    Tech Fax Ext:
    Tech Email:
    Name Server: NS0.CLARA.NET
    Name Server: NS2.CLARA.NET
    Name Server: NS1.CLARA.NET
    DNSSEC: unsigned
    URL of the ICANN WHOIS Data Problem Reporting System:

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