Who Is This Man Dany Bahar?

Dany Bahar has featured in the media many times in the past, at times for his exemplary performance and also for the wrong reasons. This is the man who moved Ferrari’s marketing to an online platform and the same man who was fired from Lotus for embezzling company funds. In 2012, it is said he took the money to renovate his private house and spent a lot on his luxurious airplane and cars against the company policy. Worst of all, the rumours of the day were that he steered the company towards a no profits zone that almost led to the collapse of the company. But do you wonder who darling Danny really is? Where he is currently or what he is doing? This is all about him;

Personal life

Dany was born in a humble Turkish home in 1971 but grew up in Switzerland. His parents were just like any other parent struggling to bring up their children. They had to work to survive. His mother used to clean hotels while his dad was an electrician. His hardworking parents are little known but theirs was a great impact in his formative years. As he grew up he witnessed how they never gave up but kept on with a firm belief in a better tomorrow. Young Dany Bahar took up their charisma, become motivated and made it his ambition to look for opportunities that life offers to achieve the impossible. He then proceeded to study Economics and Marketing in the university and made marketing a career. He is a family man married to Annette and together they have three boys. Bahar lives in Dubai now.

Past achievements

This is a man who has overcome many challenges till he has risen to the top of the ladder in his marketing career. He is well known for his unique contributions in the sports car industry particularly at Red Bull and Ferrari. As the head of these companies, he saw all the departments work with great ingenuity in handling innovations, licensing, marketing and production and at the end superb results. This pushed the brands to their highest productive levels and today they are a favourite of many. His ambitions then landed him in Lotus where he proposed the five Esprit supercars to turn around the dwindling future of the company. Unfortunately, before he could realize his plans, lotus was sold to DRB-Hicom and this new owners did not accept his mode of operation. They termed the project as very expensive and could not fund it especially at that time. He was then unfairly sacked bringing his tenure to an abrupt end. This led to a court battle that saw him well settled by both Lotus and DRB-Hicom. Currently, he is a happy man running ARES in Italy which he founded this year. He is steering it to achieve a great reputation like other big brands he has previously worked with.

Project ARES

(Bahar, stands far left, is with ARES staff)

Dany has many investments among them the hatch and watch businesses. But his latest project continues to amaze the world in his quest for producing the best sports cars. Today he is working on his new tuning business based in Modena that revolutionizes the industry further. And he has handpicked his employees to transform the dream into life. He has in his team the likes of MihaiPanaitescu a top notch designer and Wolf Zimmerman both of whom he has previously worked with. Together they are working towards refurbishing cars to fit the unique specifications of their customers.

To begin with, they intend to raise the quality of big cars like the Range rover and Bentley Continental GT and later on Rolls-Royce, Mercedes and others for clients in China, Middle East countries and Russia. They specifically target customers with two qualities. They should have a lot of money and at the same time seek a unique car that cannot be matched to any other in the market. Dany Bahar and his team will then carefully rebuild the cars which will satisfy the given preferences. However, they do not intend to interfere with the car’s skeleton though later on they hope to make their own brand cars from scratch. Does this mean that we will have a Mercedes with some Range Rover features? We need to wait and see the extent of the makeover proposed. And will Danny’s new venture really kick off to bring in the high returns he envisions? Is it a competition to reckon with in the future? Many are the speculations but time will tell.

In this project Dany provides the entrepreneurial mind while his staffs are the technical brains-as engineers or designers. This is obvious as he has ever confessed his interest in the car business is solely entrepreneurial. Come next year, they hope to achieve tremendous growth after partnering with a willing USA investor. His is sure a tall order but knowing the kind of man he is, he may eventually pull this off.

Understanding his working mind

Bahar is a friendly and realistic guy who readily risks starting what is totally new just to get the best in the car business. Realistic because he read the situation at Lotus correctly and then went ahead to recommend his “far fetched” project. This may or may not have worked but the truth is that Lotus needed a change in order to survive in business. It needed to diversify or bring in other models. He is determined and moves the mountains to fulfil his ambitions. And like other leaders, his working style wins him both friends and foes.


His diverse work experiences have equipped him well to be the man he is today. He carefully strategizes before embarking on a launch as he did in his latest project. For eight months they watched and learnt the market before their debut. Dany Bahar is therefore an icon to keep watching and to learn from as we follow the achievements of others like him in the world. He is another Kisoyanki or Ben Carson.

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