The automotive industry is fiercely competitive, which is why only a handful of companies have managed to steer clear of bankruptcy or, worse, complete closure.
However, for those who navigate the challenges skillfully, the rewards can be substantial, turning savvy entrepreneurs into multimillionaires almost overnight. A prime example is Elon Musk and his company Tesla.
Musk took control of Tesla nearly two decades ago when it was virtually unknown, and today, it stands as one of the most valuable car brands, recognized for producing some of the best-selling electric vehicles in the market.
Tesla’s massive success has propelled Musk into the ranks of the top 10 richest individuals in the world.
As a result, new car manufacturers emerge each year with aspirations of rivaling established brands that dominate the industry in terms of popularity, ratings, and recognition.
While some manage to carve out a dedicated following, much like Tesla, the majority struggle to gain traction.
Even when these lesser-known manufacturers introduce groundbreaking automotive technologies and produce impressive vehicles, they often remain under the radar, failing to capture the attention of most car enthusiasts.
This article sheds light on some of these underrated automakers that, despite operating in the shadows of industry giants, have still managed to challenge and compete with the biggest names in the business.
10. W Motors
W Motors holds the distinction of being the first company in the Middle East to develop high-performance luxury sports cars.
Specializing in vehicle engineering, manufacturing, automotive design, research and development, and consultancy, the company has cemented its place in the industry.
W Motors currently operates from a Business Bay location in Dubai and has a flagship gallery in City Walk. Meanwhile, construction of its factory began in January 2020.
If you’re a fan of the Fast & Furious franchise, you’re likely familiar with W Motors’ most famous modelbthe Lykan Hypersport.
This vehicle was featured in one of the franchise’s most memorable scenes, and with fewer than 10 units produced, it is an ultra-rare gem worth millions.
W Motors has also developed the Fenyr SuperSport and Ghiath independently, while the Model 7 and MUSE were created in collaboration with ICONIQ Motors.
Looking ahead, the company has announced plans to launch the Fenyr SuperSport HSF, a luxury sedan, an SUV, and an electric supercar.
Brand Details
- Date Founded: July 11, 2012
- Founder: Ralph R. Debbas
- Headquarters: Dubai, UAE
- Production Models: Lykan HyperSport, Fenyr SuperSport, Ghiath
9. Ultima Sports
Based in Leicestershire, England, Ultima Sports Limited is a company renowned for manufacturing and globally distributing the Ultima Evolution supercar.
By combining Porsche transaxles with Chevrolet engines sourced from American Speed, Ultima Sports has created a distinctive range of high-performance vehicles.
The company’s lineup includes several models, such as the Ultima Mk1, Ultima Sport, Ultima Spyder, Ultima Can-Am, Ultima GTR, and its most iconic creation the Ultima Evolution.
This model blends European craftsmanship with potent Chevrolet-sourced engines, resulting in a blisteringly fast limited-production sports car that can accelerate from 0 to 60 mph in as little as 2.3 seconds.
Customers can purchase the Ultima Evolution as either a complete vehicle or a kit car for self-assembly, though American buyers are only able to purchase the latter option.
Brand Details
- Date Founded: 1983
- Founder: Lee Noble
- Headquarters: Hinckley, Leicestershire, England, United Kingdom
- Production Models: Ultima Mk1, Ultima Evolution, Ultima GTR, Ultima Sport, Ultima Spyder
8. Zenvo Automotive
Situated on the Danish island of Zealand, Zenvo Automotive is a company dedicated to crafting high-performance sports cars.
Its journey began with the Zenvo ST1, a prototype that made its debut in 2009. With only 15 units ever built, production of the ST1 came to an end in 2016.
Following the ST1, Zenvo expanded its lineup with four additional models under its own brand. These included the exclusive 2016 TS1, the grand touring 2016 TS1 GT, the track-focused 2016 TSR, and the road-legal 2018 TSR-S.
Currently, Zenvo offers a highly limited selection of models, including the TS1 GT, TSR, and TSR-S, with an annual production cap of just five vehicles, making them ultra-rare and highly collectible.
Brand Details
- Date Founded: 2007
- Founder: Troels Vollertsen
- Headquarters: Præstø, Zealand, Denmark
- Production Models: Zenvo ST1, Zenvo TS1, Zenvo Aurora
Also Read: Top 12 Supercars That Were Built With Jet Engine Technology Offering Unmatched Performance
7. Polestar
Most automotive enthusiasts are familiar with Polestar, as it initially served as Volvo’s performance division, known for engineering high-powered everyday vehicles like the Volvo V60 Polestar Engineered a station wagon capable of outperforming certain sports cars.
However, when Volvo recognized Tesla’s dominance in the electric vehicle (EV) sector, it quickly repositioned Polestar as a standalone brand in 2017, focused exclusively on producing high-performance EVs.
Polestar’s first model, the Polestar 1, proved that the company was serious about innovation, with a production run limited to 1,500 units.
Following this, the company introduced the Polestar 2, which has been a major success, selling nearly 20,000 units in the U.S. since its launch, according to GoodCarBadCar.
Looking ahead, Polestar aims to replicate this success with its upcoming EV lineup, including the Polestar 3, 4, 5, and 6.
Brand Details
- Date Founded: 2017
- Founder: Volvo Cars
- Headquarters: Gothenburg, Sweden
- Production Models: Polestar 1, Polestar 2, Polestar 3, Polestar 4
6. VinFast
VinFast Auto, a Vietnam-based automaker, collaborates with prestigious companies like BMW and Pininfarina to produce some truly impressive vehicles.
Since its establishment in 2017, VinFast has been manufacturing both internal combustion engine (ICE) and battery-electric vehicles, making history as the first Vietnamese car brand to expand into global markets.
The company is rapidly growing its EV lineup, aiming to establish a strong presence in the U.S. market.
While it had only sold around 2,000 electric vehicles in the U.S. by the end of the third quarter in 2023, VinFast remains committed to increasing its footprint.
To support its expansion, the company inaugurated its first dealership in North Carolina in December 2023 and is investing heavily in the construction of a $4 billion EV manufacturing facility in the U.S.
Brand Details
- Date Founded: June 2017
- Founder: Pham Nhat Vuong
- Headquarters: Haiphong, Vietnam
- Production Models: VinFast VF 6, VinFast VF 7, VinFast VF 8, VinFast VF 9
5. Apollo Automobil
Many car enthusiasts remember the Gumpert Apollo, a blisteringly fast German supercar that ranked among the most formidable performance cars of the 2000s.
Despite its potential, Gumpert faced financial struggles and ultimately shut down. However, in 2016, a Hong Kong-based investor revived the company under the new name Apollo Automobil.
Since its rebirth, Apollo has developed two exceptional supercars: the 2016 Arrow and the 2019 Intensa Emozione.
While the Intensa Emozione might be familiar to some automotive enthusiasts, its extreme rarity with only 10 units produced means that only a select few will ever witness one in person.
Brand Details
- Date Founded: 2004 (As Gumpert)
- Founder: Roland Gumpert (Currently owned by Apollo Future Mobility Group)
- Headquarters: Denkendorf, Bavaria, Germany
- Production Models: Apollo Intensa Emozione, Apollo Project EVO, Apollo Arrow
4. De Tomaso
In 1959, Argentinian racing driver and entrepreneur Alejandro de Tomaso founded De Tomaso Automobili in Italy with a singular vision: to create some of the finest Italian sports cars.
De Tomaso blended the elegance of Italian design with the power of American engineering, primarily relying on Ford engines. This approach resulted in legendary sports cars such as the Mangusta and Pantera.
However, despite its remarkable creations, the company has struggled with financial instability and has faced multiple shutdowns over the years.
In 2014, a Hong Kong-based firm acquired the rights to the De Tomaso name and quickly set to work on a new sports car.
The result was the P72, a stunningly designed vehicle that shares its mechanical foundations with the Apollo Intensa Emozione. With fewer than 100 units planned for production, the P72 is set to become a highly sought-after collector’s car.
Brand Details
- Date Founded: 1959
- Founder: Alejandro de Tomaso
- Headquarters: Modena, Italy
- Production Models: Vallelunga, Mangusta, Pantera, Guara, P72
Also Read: 10 Cars That Have the Best Return on Investment in the Market
3. Fisker Inc.
After spending years working for industry giants like BMW and Aston Martin, renowned automotive designer Henrik Fisker decided to venture into building his own vehicles.
He established Fisker Automotive in the 2000s, achieving early success with the launch of the Fisker Karma a luxury plug-in hybrid sedan. However, the company eventually collapsed, forcing Fisker to step away in 2013.
Undeterred, he remained committed to his vision, founding Fisker Inc. in 2016 to develop electric vehicles. Since then, the company has achieved moderate success.
Fisker’s first and only production model to date is the Ocean, a mid-size electric crossover SUV that entered production in 2022.
The company has already delivered a limited number of Ocean SUVs to U.S. customers and has ambitious plans to ramp up deliveries significantly in 2024.
Brand Details
- Date Founded: October 3, 2016
- Founder: Henrik Fisker
- Headquarters: Manhattan Beach, California, U.S.
- Production Models: Fisker Alaska, Fisker Pear, Fisker Ocean, Fisker Ronin
2. Automobili Pininfarina
If you’re a Ferrari enthusiast (and let’s be honest, who isn’t?), then you’ve likely heard of Pininfarina a legendary design and coachbuilding company responsible for crafting some of the most breathtaking Ferraris ever made.
In 2015, the Mahindra Group acquired the rights to the Pininfarina name, and three years later, the company launched Automobili Pininfarina with the vision of producing supercars under its own brand.
In 2019, Pininfarina introduced its first production vehicle the Battista stunning the automotive world with its beauty and performance.
While the Battista shares its powertrain with the Rimac Nevera, its exterior design is a true showcase of Pininfarina’s signature styling.
Production of this extraordinary electric hypercar began in 2022, with only 150 units allocated across Europe, North America, Asia, and the Middle East.
Brand Details
- Date Founded: 2018
- Founder: Mahindra Group
- Headquarters: Munich, Germany
- Production Models: Battista, Pura Vision Concept, B95
1. Scuderia Cameron Glickenhaus
American automotive collector and entrepreneur James Glickenhaus is renowned for his impressive collection of rare and high-performance supercars including the stunning Ferrari P4/5 by Pininfarina.
Glickenhaus has an undeniable passion for exclusive, low-volume sports cars, which ultimately led him to establish Scuderia Cameron Glickenhaus (SCG) in 2004 to manufacture them.
Since its inception, SCG has produced several remarkable cars, with the most iconic being the SCG 003.
This supercar boasts an aggressive, track-focused design and is powered by a 4.4-liter twin-turbo BMW V8 engine, delivering an astonishing 750 horsepower.
Brand Details
- Date Founded: 2004
- Founder: James Glickenhaus
- Headquarters: Sleepy Hollow, New York, U.S.
- Production Models: SCG 003, SCG 004, SCG Boot, SCG 007, SCG 008