Militem describes the modified Jeep Wrangler it names the "Ferox Adventure" as "the ideal mix of American DNA and beautiful Italian design," and prices roughly £70,000 before tax.
That's a lot of money for a Jeep, so what do you get for it?
All Feroxes have 35-inch mud tyres, part-denim upholstery, ambient lighting, a carbon-fibre grille, new head- and taillights, upgraded suspension, and a dual-mode exhaust, among other things.
The Adventure adds “scratch resistant” bodywork, a roof rack, a snorkel, and a plethora of twinkling LEDs.
Engines, on the other hand, appear to have escaped Militem's notice.
The 2.0-liter four-cylinder or 3.6-liter V6 engines in the Wrangler are both available with an eight-speed automatic transmission.
Neither is quick, but they're both strong and torquey enough for off-roading.
Militem claims to have three dealers in Italy and one in Monaco, with more set to open soon.
After the Jeep Renegade-based Hero and the RAM 1500-based Magnum, the Ferox is the company's third vehicle.