Akmal Azhar
Exclusivity and Pricing in the Hypercar Segment
The Tushek TS 900 Apex stands as a remarkable embodiment of what a racing-derived hypercar can represent: the fusion of elite engineering, exclusivity, and audacious ambition. Priced at approximately US $1.62 million, this hypercar costs about RM 7.5 million at current exchange rates, underscoring its position in the ultra-luxury tier. As strictly limited to just 36 road-going units, the TS 900 Apex is not merely rare—it’s an aspiration made manifest for a select clientele.
Origins of the Tushek Brand and Early Models
The story of the Apex begins with its creator, Aljoša Tushek, a former Slovenian racing driver whose dissatisfaction with existing sports cars spurred him to innovate. In 2012, under the Tushek brand, he launched the Renovatio TS 500, powered by a V8 engine and priced at around €300,000, selling 30 units. The success of the TS 500 paved the way for the TS 600 in 2014, which offered enhanced performance—620 hp from a 4.2-litre V8, sprinting from 0 to 100 km/h in approximately 2.9 seconds and achieving top speeds of 351 km/h. This progression was not merely iterative; it was part of a deliberate evolution toward performance, engineering independence, and brand identity.
Vision and Purpose Behind the TS 900 Apex
In 2018, at Top Marques Monaco, Tushek unveiled the TS 900 Apex concept—a hyper-hybrid machine designed to set new benchmarks for power-to-weight parity. Behind the concept lay a broader vision: to claim the title of the world’s lightest hybrid hypercar while delivering a perfect 1:1 power-to-weight ratio. That ratio became central to the Titan’s appeal: 1,350 hp matched by a kerb weight of under 1,350 kg. By the time of its public debut in April 2022 at Salon Privé London, the TS 900 Apex emerged not only as a performance vehicle but as a statement in automotive engineering and brand maturation.
Engineering and Technical Innovations
Engineering-wise, the Apex is built around a high-strength steel spaceframe and a pre-impregnated carbon-fibre tub, with scissor doors and a removable hardtop, culminating in a total weight of approximately 1,350 kg—about 1.01 kg per hp. Its 4.2‑litre V8, sourced from Audi’s earlier engines, produces around 505 kW (677 hp) and is fronted by twin axial-flux electric motors delivering roughly 480 kW combined.
The result is a combined output of some 1,350–1,350 hp and torque around 1,400 Nm. With a sequential six-speed racing gearbox at the rear, the TS 900 accelerates from 0–100 km/h in approximately 2.3 seconds and can reach an electronically limited top speed of 380 km/h. Its electric-only range, about 50 km, is impressive for a hyper-hybrid, affording brief all-electric runs in urban or low-speed zones.
Patented Electric Drive System and Powertrain
This technical marvel is underpinned by intellectual property—most notably the patented Tushek Direct Electric Drive (TDED). By mounting two axial-flux electric motors directly to the front wheels, the system eliminates traditional transmissions and reduces mechanical losses, increasing efficiency and responsiveness. This drivetrain, described by Tushek as the world’s highest power density electric setup, contributes significantly to the Apex’s ultralight status without sacrificing hybrid power.
Company Strategy and Business Evolution
From a business and corporate perspective, Tushek has undergone a geographic and structural evolution. Founded in Slovenia in 2008, the company relocated to Graz, Austria, by 2012–2014, integrating production, development, and testing at a repurposed military airfield complete with a private test track.
A separate entity, Tushek Limited, was also registered in the UK in 2017 after the parent company underwent administration—securing strategic footholds in Europe. Today, Tushek & Spigel Supercars GmbH, led by CEO Aljoša Tushek and COO Vili Pustonik, employs its racing heritage to craft hypercars in limited series, maintaining strong margins on handcrafted models.
Financial Structure and Profitability Model
Financially, the TS 500’s €300,000 price-tag positioned Tushek as an exclusive manufacturer targeting wealthy enthusiasts. By comparison, the TS 900 Apex, priced at US $1.62 million (RM 7.5 million), reflects its significantly higher costs in R&D, bespoke manufacturing, and technology development. Limited production—36 units for the Apex and 12 for the track-only Racer Pro—generates scarcity, adding a premium to each unit while minimizing overhead.
Development costs have been substantial. From the concept’s debut in 2018 to production launch in 2022, engineering expenditures spanned powertrain innovation, chassis development, system integration, and battery-electric expertise. By leveraging strategic partnerships for components such as Brembo brakes and Pirelli tyres, and keeping all vehicles hand-assembled, Tushek avoids costly mass-manufacturing infrastructure.
Strategic Purpose and Market Differentiation
The rationale behind creating the Apex is multifaceted. Technologically, Tushek aims to demonstrate that hybrid systems can deliver uncompromised performance in hypercars, using lightweight engineering and a radical powertrain. Commercially, the Apex marks Tushek’s transformation from boutique manufacturer to credible hypercar brand.
Achieving 1:1 power-weight engineering is a branding triumph that elevates brand visibility, justifies premium pricing, and positions Tushek as an innovator, not a niche outsider. The limited build ensures collectibility, with each customer receiving extensive bespoke options aligned with performance spec and personal taste—solidifying an emotional bond with the brand and reinforcing exclusivity.
The Racer Pro and Expanded Portfolio
The inception of the Racer Pro variant further illustrates strategic intent. First introduced in October 2021, it is a track-only derivative with over 1.13 hp per kg, shedding more than 140 kg from the Apex’s already svelte frame. Only 12 units will be built. This variant serves a dual role: delivering peak performance for discerning track users and serving as a development proving ground for the Apex’s core technologies.
Future Aspirations and Electrification Goals
Looking ahead, Tushek is also advancing into fully electric hypercar territory. Their TS X000 concept previewed in 2022 is positioned as the world’s lightest electric hypercar, promising over 2,000 hp and anticipated production around 2027. This signals Tushek’s long-term ambition: leveraging hybrid expertise into a broader portfolio, moving toward sustainable, ultra-performance vehicles.
Low-Volume Production as a Business Model
In economic terms, Tushek’s model ensures profitability through small batch production of high-margin vehicles, avoiding the need for mass volume. The bespoke process, combined with technological differentiation and intellectual property like TDED, allows premium pricing while keeping production costs per unit high but manageable within the luxury niche.
Each US $1.62 million Apex contributes heavily to recovering years of R&D, brand development, and global marketing, including Salon Privé and Top Marques showings. The carefully calculated total run of 36 guarantees exclusivity while amortizing the platform’s investment across a manageable quantity.
Legacy, Innovation, and Positioning for the Future
In sum, the Tushek TS 900 Apex is the fulfillment of a vision that began with a racing driver’s impulse to improve upon mainstream performance cars. Its development traversed legal and geographic transition, iterative engineering through earlier models, and multi-year R&D culminating in a hybrid hypercar that unites fierce power, ultra-lightweight design, and inventive drivetrain technology.
The business strategy behind the vehicle is equally meticulous: limited production ensures scarcity and value, the price reflects engineering rarity, and each car is essentially bespoke. With deeper hybrid integration, the Racer Pro track version, planned electric hypercar, and intellectual property licensing potential, Tushek is not just selling cars—it’s building a brand with a future beyond its existing models.
Zakirin
