The hypercar market is already crowded with names such as Bugatti, Koenigsegg and Pagani, but already have a following and track record under their belt. The AF-10 is the attempt of a relatively unknown player, Arash, to break into this exclusive club. Granted, the car’s supposed figures are impressive, but competing in the hypercar segment demands more than simple raw performance numbers. Brand prestige, after-sales support as well as the overall driving experience are some of the factors that contribute to a hypercar’s success. There are others who argue that Arash's inherently innovative approach paired with potentially a lower price point could create an upset in the market and that lack of heritage and production capabilities will render the company inability to put up a real fight against the bigwigs. The question also is whether there’s enough room in the hypercar market for new players and what it takes for a small manufacturer to be taken seriously by the ultra wealthy car enthusiasts.