JustLuxe introduced this niche luxury brand to its readers back in September 2011. This was prior to the firm having its business model defined. The custom carmaker takes the Porsche Cayenne SUV and customizes it to an ultra-luxury status SUV.

 Eterniti is building its super SUVs with the help of some of the most heralded and regarded professionals of the industry: Alastair Macqueen and Johnny Herbert.

Mr. Macqueen, the head of engineering, also is a winner of three Le Mans 24 Hour races. Additionally, he was the head of development for the Jaguar XJ220 supercar. Mr. Herbert, also a winner of a Le Mans 24 Hour race, has won three Grand Prix races during his 10-year career as a Formula One driver. Both men worked with the Formula One constructor, Eddie “EJ” Jordan.