There are certain things manufacturers need for a successful launch. Thanks to our mate Luke Gilbertson, we found out first-hand how London’s only car manufacturer – Eterniti Motors– got on with the launch of the Artemis.
First you need a venue, and nobody was going to scoff at London’s Park Royal, one of the city’s largest business districts. Remember Luke, no trainers…
Second, you need a sense of company heritage. Now having only celebrated its second birthday in September, this was a tad difficult for the fledgling Eterniti Motors. Fortunately the automotive industry and ‘old Laandon taawn’ proved suitable alternatives.
The crème de la crème of your VIP list – and the occasional loitering photographer – will be hoping for live music and good nosh. Apparently the venison, grouse and foie grois went down nicely.
And, of course, you need a car. As well as the showroom’s debut, Eterniti’s first ever model – the Artemis – was also unveiled. Screw whipping the covers off, the organisers instead went for a ‘lurking from the darkness’ approach for the grand unveil.
Opinion on the car thus far has been split, even down to the name: Artemis. Indeed, one of the speakers on the night was a little red-faced to learn that he’d been referring to the car as the ‘Armetis’…
…whether this led to rousing discussions of Greek deity-inspired steering wheels remains to be seen.
