Eterniti Motors, the London-based luxury modification and tuning company, has launched its first showroom.

The 10,000 sq ft facility in Park Royal, north-west London is owned by the new company and sales will be handled by Marcus Kenny, ex-HR Owen Rolls-Royce senior executive and Andrew Brown who has spent 25 years in the UK premium and luxury car industry, having held senior sales positions representing Ferrari and Bentley within both national sales organisation and dealership group environments.

Both will be responsible for Eterniti sales offices in London, Taipei, Hong Kong and Tokyo.

The company’s first model is called the Artemis and is based on a Porsche Cayenne, but carries a £165,000 price premium over the German model at £210,000.

It features a 4.8-litre twin-turbocharged V8 engine which has been tweaked to offer 591bhp, hitting 0-62mph in 4.2 seconds. Cars will be covered by a full two-year, 100,000-mile warranty including servicing, and UK customers will have access to finance and insurance.

Eterniti believes the Artemis will beat other luxury SUVs to market like the Bentley EXP 9F concept, Maserati Kubang and Lamborghini Ursus.

The London showroom is the only one currently planned in the UK. It features an atelier and design studio where customers can have consultations to develop their own vehicle specifications.

The “super-SUV” features twin reclining rear seats with heating and cooling, iPad-ready holders with electronic reveal, and a drinks chiller with crystal glasses. Interior specification includes leather interior, quilted floor coverings, lambswool rugs, veneers including natural woods, piano black and carbon fibre, and the no-cost option of starlight roof lining. Eterniti is expecting the majority of sales to be in Asian markets.