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Dany Bahar – welcome to the official website

Image of Dany Bahar

Dany Bahar is an acclaimed international businessman with a background in sports marketing and international automotive brand-building and sales. He is the founder and CEO of ARES Design, an automotive atelier and coach-building firm specialising in the bespoke modification of high-performance and luxury cars.

Born in Istanbul, Turkey, Dany Bahar grew up in Switzerland. He studied in both Vienna and Geneva, during which time he had his first taste of sports marketing – first in inline-skating and then for the International Roller Sports Federation.

In 2001 Dany Bahar joined Lichtenstein-based wealth management firm the Fritz Kaiser Group, handling key accounts including that of Red Bull’s Dietrich Mateschitz, who headhunted him in 2002. Over the next four years Dany Bahar was Mateschitz’s right hand man, responsible for overall business development and branding at Red Bull. He took the brand from sponsorship into direct ownership of two Formula 1 teams, and led a move into NASCAR as well as the acquisition of football teams in Switzerland, the USA  and Ghana.

In 2006 Dany Bahar moved to Ferrari as Senior Vice President Commercial and Brand, overseeing worldwide sales and aftersales alongside both road car and Formula 1 marketing, licensing and merchandising. He introduced a client-led approach to design, modernised Ferrari’s product launches and aggressively expanded merchandising, increasing the number of retail outlets from a handful to more than fifty.

In 2009 Dany Bahar was approached by Lotus owners Proton. After developing an ambitious business plan for the iconic, but ailing, British marque, he accepted the role of CEO.

During his tenure he brought Lotus back onto a global platform, and increased sales by 20 per cent. He also took Lotus back to global motorsports through partnerships with teams in Formula 1, GP2, Le Mans and Rally. He repositioned the maker’s emphasis on build quality, boosting existing models’ appeal to a more affluent market. Dany Bahar’s term at Lotus ended in 2012 with the short-lived takeover of Proton by Malaysian firm DRB-Hicom, whose management did not share his vision, resulting in the departure of many of his senior management team.

In 2012, Dany Bahar took his corporate experience into direct management and ownership of businesses spanning the luxury sector including superyachts, supercars, precision watches and top-end sporting equipment. The same year he founded ARES Design, a specialist automotive atelier based in Modena, Italy. ARES Design specialises in bespoke bodykit, interior and performance modifications to high performance and luxury cars. By the end of 2017 ARES is set to deliver the 250th car it has worked on since launch, unveil a brand-new design, engineering and production facility in Modena, and reveal plans for a series of ARES-badged luxury and performance cars.

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