Apex Motors
The racing line
Doubling the market price of an elite high-performance EV in 3 years
International
Elite
Innovative
Racing
Since working with Underscore, the high-performance electric vehicle startup has transitioned from a UK-based design concept to a US-based production model. Apex Motors recently saw the production shift of its iconic AP-0 model from the UK to Miami, Florida and secured a collaboration with the owner of Supercar Rooms Miami. As a result of the partnership and following the launch of the AP-0 initial prototype, Apex Motors has increased its manufacturing capacity to 500 units per year, with the AP-0 targeted market price rising from £150,000 to £290,000+ in just 3 years.
Following the success of the flagship lightweight EV hypercar, Apex Motors have launched it’s predecessor, the AP-1, a road-legal track car with a Ford 2.3L engine. Positioning themselves as a competitor to luxury EV brands like Rimac and Koenigsegg, the company has evolved, recently partnering with Wyclef Jean in a shift toward a more lifestyle-oriented, high-fashion brand.
Skillfully blending artistry, expert knowledge and cutting-edge technology, Apex Motors prides itself on being the new front runner in the elite road car bracket, balancing the need for sustainability with the feel of a genuine racing experience.
We worked closely with their people to create a distinctive brand capable of reflecting the new front runner in the elite road car bracket. Our consultations went deep into the potential audiences for the brand, the proposed design details and how the right brand would be important to realising their lofty ambitions.
Further investigations inspired our brand design strategy, with the main body of the marque taking its symbolism from the unique cross shaped feature that is their rear tail light, and the La Source hairpin from the Spa-Francorchamps Circuit – a Mecca for motor racing enthusiasts worldwide.
Services
Brand Guidelines
Brand Identity
Communications
Logo Design
Sectors
Automotive
International
Our brand story of ‘The Racing Line’ personifies the optimal path around a track.
The design embodies the goal for Apex drivers to feel that they lead from the front.
The electric range gets almost full power in less than 15 minutes.
Our brand design strategy, with the main body of the marque taking its symbolism from the unique cross shaped feature.
Our market research revealed that the EV market unit sales are expected to reach 637.1K vehicles in 2027.
‘The design? You will have your own take on it, but it’s certainly distinctive. The worlds of F1 and Le Mans have been tapped.”
Vijay Pattni
Top Gear
Ready to create the next big thing?
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