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Bahar leaves Ferrari, moves to Lotus

By Jonathan Noble Tuesday, September 1st 2009, 10:04 GMT


Dany Bahar, the man in charge of Ferrari's Global Brand Department, has left the team and is taking up a senior position within Lotus.

He originally joined the team in May 2007, having previously shot to prominence as the right hand man to Red Bull boss Dietrich Mateschitz.

Bahar had little involvement with Ferrari's F1 team and his main role was to develop the Ferrari brand worldwide.

AUTOSPORT understands that he is to become the CEO of Lotus.
 

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So, hopefully this means he'll be working to "build the brand" for Lotus?


CAUTION: *personal opinion follows, some readers may find this offensive, but that is not my intention*

Might we actually get some Lotus items (shirts, hats, other crap) that the general public would actually want to buy? That would be amazing! I'm personally just not a fan of the stuff merchandizing I've seen so far. I know its stupid, but I'd love to be able to buy things like Puma/Adidas/Pilotti driving shoes with LOTUS emblems on them or hats that don't look like they're a decade or more behind in style.
 

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Not sure this bodes well if he doesn't have a motorsports or car industry background.

Ferrari's brand practically sells itself because of it rich racing history (which Lotus does have in the past) and desirable association with Ferraris' marque and road cars.

Mike Kimberly seemed to have a pretty clear vision of where to take Lotus from an engineers pov.
 

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So, hopefully this means he'll be working to "build the brand" for Lotus?


CAUTION: *personal opinion follows, some readers may find this offensive, but that is not my intention*

Might we actually get some Lotus items (shirts, hats, other crap) that the general public would actually want to buy? That would be amazing! I'm personally just not a fan of the stuff merchandizing I've seen so far. I know its stupid, but I'd love to be able to buy things like Puma/Adidas/Pilotti driving shoes with LOTUS emblems on them or hats that don't look like they're a decade or more behind in style.
Since I have been in contact with Lotus for such items, I can tell you what the problem is:
The name "Lotus" is already patented by many other companies in many areas, included some you named.
Lotuscar would love to make and sell those items, but they cannot because a shoe with a Lotus logo would mean a lawsuit from the other Lotus shoebrand. And so on.

That´s why you don´t see many Lotus merchandising. Not because Lotus does not want too.
 

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Press release on grouplotus.com website:

Dany Bahar joins Lotus as Chief Executive Officer
Dany T. Bahar has been appointed as the new CEO of Group Lotus effective 1st October 2009, replacing Michael J. Kimberley, who retired in July.


Prior to this appointment, Dany Bahar was Senior Vice President, Commercial & Brand for Ferrari SpA where he was responsible for worldwide road car sales and after sales business, overall road car and F1 marketing activities, licensing, and merchandising business.


Before joining Ferrari SpA, Dany Bahar was the Head of Corporate Projects Business in Red Bull GmbH. He was responsible for the overall corporate project business development, with emphasis on diversifying the business such as setting up their F1 strategy with Red Bull Racing and Scuderia Toro Rosso and the US based Nascar Team operations, acquiring football clubs in Salzburg, New York and Ghana for commercial purposes.


On his appointment, Dany Bahar said, “I am looking forward to taking on the challenges as CEO of this legendary and iconic company with a peerless motorsport history. Lotus has a worldwide reputation for innovative engineering and superb sportscars that lead the world in efficiency, design and dynamics. With the recent launch of the award-winning Evora, there is proof that Lotus is better placed than many to capitalise on the rapidly changing automotive market. I can’t wait to get my plans underway in October.”


In welcoming Dany Bahar, Dato’ Mohd Nadzmi Mohd Salleh, the Chairman of Lotus Group, stated “With Dany’s track record in motorsports and Ferrari, we strongly believe that we have found the right CEO to enhance the Lotus image, brand and reputation as a world class sportscar and engineering company. With a strong management team already in place, we are confident this objective can be attained.”


Dany Bahar, a Swiss National, holds an MBA and is married with two children.



About Lotus
The main operating subsidiary of Group Lotus plc is Lotus Cars Limited, which has two operating divisions - Lotus Engineering and Lotus Cars. Lotus Engineering is an internationally recognised automotive engineering consultancy based in Norfolk, UK. Global facilities include those in Michigan (USA), Kuala Lumpur (Malaysia), China and offices in Germany.

Lotus Engineering provides comprehensive and versatile consultancy services to many of the world's OEMs and Tier 1 suppliers, offering a full engineering service from initial concept and project design through development and integration of the complete vehicle to meet all worldwide markets and customers to full production. This includes third party 'niche vehicle' engineering and manufacture worldwide.

Lotus Cars builds world class, prestige, high performance sports cars for sale in 37 countries. These include the iconic Lotus Elise, Exige, Europa and the new award winning Lotus Evora. Lotus is a global high-tech company, expanding rapidly and committed to driving forward technology for both Lotus Cars and its Engineering clients, spearheading research into such areas as hybrids, electric vehicles and renewable fuels.

For more information about Lotus please contact:
PR Department; Group Lotus plc,
Potash Lane,
Hethel,
Norfolk,
UK,
NR14 8EZ,
Tel: +44(0)1953 608264
Email: [email protected]
 

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