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Sine qua non is Latin.
To be fair, the quality did look pretty decent but marketing needs to try harder. Mind you that's not the daftest brand name or trademark ever! Who could forget the Rolls Royce Silver Mist? Mist in German means dung, manure or shit. Someone thankfully noticed before it was released (Frankfurt motor show) and it became the Silver Shadow. Then there was "Consignia" ...