Dany Bahar

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Dany Taner Bahar (born in 1971 in Istanbul, Turkey.[1]) was the Chief Executive Officer of Group Lotus Plc between September 2009 and June 2012. Prior to joining Lotus, Bahar was employed at Ferrari S.p.A..[2][3]


He achieved a Bachelor in Economics and Marketing[citation needed] and then went on to gain an MBA in Economics and Marketing studying in both Vienna and Montreux while at Red Bull.[citation needed] In the early 1990s, he began his professional sports marketing career working in inline skating before moving on to work for the President of the International Roller Sports Federation.[citation needed] In mid-2001 Dany Bahar began working for the Kaiser Ritter Partner group, a wealth-management company in Liechtenstein.[4]

Dietrich Mateschitz, a client of FKG, headhunted Bahar in 2002, making him his right-hand man at Red Bull GmbH. During his time at Red Bull, Bahar lead the diversification of the brand into NASCAR and football with the acquisition of teams in Salzburg, New York and Ghana.

In 2007 Bahar joined Ferrari S.p.A. taking on the role of Senior Vice President, Commercial and Brand responsible for worldwide car sales and aftersales. In addition to this, Bahar oversaw the road car and F1 marketing activities, licensing and merchandising.[5] Bahar’s emphasis at Ferrari was ensuring that the products were customer-led rather than engineering-led. He took a fresh outlook to Ferrari’s traditional approach to activities such as car launches with the online launch of the California allowing the car maker to appeal to a wider, younger audience.[6] Bahar also increased the merchandising activity.

In 2010, Bahar was approached by Group Lotus owners Proton Holdings Behad. After putting together a five year, business plan to return the company to profit, Bahar accepted the offer and began his tenure as Chief Executive Officer of Group Lotus. He repositioned and relaunched the marque at the Paris Motor Show in 2010 where five new show cars were unveiled.[7] Bahar reignited Lotus motorsport activity partnering the car manufacturer with F1 teams, GP2, Le Mans, Rally and other motorsport disciplines, allowing the brand a global reach.[8]

Bahar’s was fired from Lotus in June 2012.[9] He is one of several former employees and associates engaged in legal dispute with the new owners of Lotus.[10][11][12] A statement from Dany Bahar's spokesperson reads: “Mr Bahar vigorously disputes the claims about improper or unauthorised spending. He maintains that at all times he acted within the limits of his authority or with the authority of board. His efforts are focussed on the future. He will continue to strenuously deny the allegations made against him and is confident that in time they will prove unfounded.” [13]

In 2014 Dany Bahar founded ARES, a high-end custom car shop based in Modena, Italy.[14]


  1. ^ Grand Prix. "Bahar confirmed at Ferrari". Retrieved 2010-12-18. 
  2. ^ "What's Hot". Insideline.com. 2010-02-08. Retrieved 2013-06-25. 
  3. ^ [1][dead link]
  4. ^ Camus, Patrick (March 25, 2011). "Group Lotus Starting 'Small' as Renault Partner". New York Times. 
  5. ^ Kate Walker (Sep 3, 2009). "Dany Bahar Bolts Ferrari To Become Lotus CEO". Inside Line. 
  6. ^ "Dany Bahar presents the Ferrari California". Video.ferrari.com. Retrieved 2013-06-25. 
  7. ^ Madslien, Jorn (2010-09-30). "BBC News - Lotus unveils five new sportscars". Bbc.co.uk. Retrieved 2013-06-25. 
  8. ^ "Lotus Evora revisions on the way, 298kW sports model planned | CarAdvice". Caradvice.com.au. 2011-07-11. Retrieved 2013-06-25. 
  9. ^ Tim Pollard (June 7, 2012). "Lotus CEO fired - Dany Bahar won't return to Lotus". Car Magazine (UK). 
  10. ^ "More Execs Jump on the Lotus-Suing Bandwagon". Top Speed. Retrieved 2013-06-25. 
  11. ^ "Former Lotus chief executive Dany Bahar files £6.7m high court claim against the Norfolk car maker - Home - Eastern Daily Press". Edp24.co.uk. 2012-08-25. Retrieved 2013-06-25. 
  12. ^ "Dany Bahar sues Lotus for wrongful dismissal - F1 news". Autosport.Com. 2012-08-28. Retrieved 2013-06-25. 
  13. ^ "Former Lotus CEO Danny Bahar Sued for $4 Million". Gtspirit.com. Retrieved 2013-06-25. 
  14. ^ "Dany Bahar Creates New Italian Tuning Firm Dubbed ‘Ares’". GTSpirit.com. Retrieved 6 October 2014.