Currently reading: What former Lotus boss Dany Bahar did next
The ex-Lotus boss’s latest venture takes the cosmetic modification of high-end cars to a super-luxurious extreme

Dany Bahar was always heading for a big comeback. 

The former Lotus CEO, best known for the five-model recovery plan that blew up a storm of controversy when launched in 2010, may have departed Hethel in a flurry of legal recriminations, but it was always clear he had too many friends and too much influence in the unfathomable world of cars for the super-rich for him merely to fade away.

Yet the size and scale of Bahar’s comeback has surprised even the man himself. Today he is founder and CEO of a two-year-old Modena-based automotive design and engineering company, Ares, named for the Greek god of war. Its core business is improving “everything you see or touch” in super-luxury cars to make them more exclusive and distinctive than the original maker’s build processes could ever allow.

Most projects go to Middle Eastern or Asian clients, and the company has already delivered 120 of them.

The big secret, says Bahar, is to cast the owner as the car’s creator, while giving him or her access to top-class designers to translate wishes into reality. Prices are high but not quite stratospheric, he says. A full-on redesign of a Range Rover interior in wood instead of leather – a four-week job – would set you back £75,000. 

The entire recladding of an existing car in unique carbonfibre panels – an eight-month task – will likely carry a bill of £750,000. Really big jobs can go into seven figures.

Why set the business up in Modena? Because set-up costs are lower than in Germany, the original target area, and there is also a “remarkable” talent pool there that contains most of Italy’s fast-car factories.

The company has moved to bigger premises once already, and will do it again before an official opening planned for September. In the meantime, there are plans, due to reach fruition in the next couple of weeks, to open a UK Ares showroom “in the Piccadilly area”.

For a business like this, Bahar reckons you need headquarters in London, Dubai, Hong Kong and Shanghai as well as the Modenese factory. “Clients in this bracket may visit the factory once,” says Bahar, “but after that they want to go somewhere more convenient.”

The whole Ares proposition rests heavily on research Bahar and his five or six backers (several from his core team at Lotus) carried out over the year or so they took fleshing out a new project. What they discovered was a whole strand of car consumers who can afford anything they want, often buying top-end cars at a rate of a dozen or more a year.

Ares’s very first customer, who paid early for extensive mods to a Bugatti Veyron and thus helped to finance the embryonic business, buys 150 super-expensive cars a year and currently commissions Ares cars by the dozen.

Back to top

“What we’ve learned,” he explains, “is that the further you go up the price scale, the less people care about what’s underneath a bonnet. People buying cars at £100,000 to £200,000 usually do care about the mechanical bits, but those who are in the £1 million-plus bracket are really only bothered about what you see, feel and touch.”

Ares’s current projects prove this point, making it clear that super-rich car consumers are also very much motivated by impatience. When we spoke, Bahar and Co were on the point of delivering a Mercedes-Benz G63 (nicknamed G-Force) with its styling completely changed by a new set of carbonfibre outer panels.

The company also has a Rolls-Royce estate project on the go for September delivery (“The owner says the factory has been making promises for 10 years”) and there’s a full-size Bentley convertible under way (“Because the owner doesn’t want to wait the two and a half years it’ll take the company to launch its own version”).

Budget simply isn’t an issue, says Bahar, apart from the fact that these are canny people who won’t wear senseless overcharging. But they can most definitely pay. “It’s the work they like, and the engagement,” says Bahar. “Match one of these people up with a professional designer whose only mission is to bring their desires to life and you can see how much they enjoy it. It’s something they can’t get anywhere else.”

Bahar cites three “enormous” advantages of this business, compared with the manufacture of a unique, low-volume car, which is what he began to contemplate when, with half a dozen close colleagues, he first eyed life after Lotus.

“We don’t have to deal with the manufacturer,” he says. “We don’t get involved with car legislation because we don’t change anything structural. We don’t have to do any brand-building because Ares isn’t a car brand. We need our good reputation, for sure, but that’s something we can build by pleasing our customers. Give these people what they’re seeking and they’re with you for good.”

Get the latest car news, reviews and galleries from Autocar direct to your inbox every week. Enter your email address below:

Steve Cropley

Steve Cropley Autocar
Title: Editor-in-chief

Steve Cropley is the oldest of Autocar’s editorial team, or the most experienced if you want to be polite about it. He joined over 30 years ago, and has driven many cars and interviewed many people in half a century in the business. 

Cropley, who regards himself as the magazine’s “long stop”, has seen many changes since Autocar was a print-only affair, but claims that in such a fast moving environment he has little appetite for looking back. 

He has been surprised and delighted by the generous reception afforded the My Week In Cars podcast he makes with long suffering colleague Matt Prior, and calls it the most enjoyable part of his working week.

Join the debate

Add a comment…
Groagun 6 July 2015

Time for the TRUTH!

Living on the other side of the 'pond', we seem to extend a higher level of importance and gravitas to anyone who speaks with a British accent. Like how we believe that actors from Britain, all of which must be live stage actors, are the pinnacle of seriousness and talent in the pool.

There is just something about the Brit's and how we, at times, view your standing in the world and the subject at the moment.

Autocar is one such publication that I think is seen in that 'more serious' kind of category and Steve Cropley one of it's well traveled and seasoned stewards.

This is why it is so disappointing to read yet again, another piece from him about the slickest of modern day snake oil salesmen.

Make no mistake about it: Danny Bahar is a fraud!

He is the charming fox in the Brooks Brothers suit walking amongst the hens. Lotus is not the only 'odd smelling' deal that his hands have been on.

It is time for Mr. Cropley to tell us why he has continued to write about this man and his little tuning house here on the precious pages of Autocar. There are hundreds of other way more legitimate, meaningful and above board stories and people in this business to write about. Why this guy(crook) again?

I have to say that today, that little bit of added seriousness and gravitas the that British may have earned, has just been lost.

KiwiRob 6 July 2015

So basically he's taken the

So basically he's taken the Mansory business model and transplanted it to Modena.
Cheltenhamshire 6 July 2015

KiwiRob wrote: So basically

KiwiRob wrote:

So basically he's taken the Mansory business model and transplanted it to Modena.

Indeed, hardly original and yet Steve think's it is 'inspired'.

jmd67 6 July 2015


I love fast and expensive cars as much as anyone but there's something wrong in a world that has so much poverty and so many sickeningly rich people. I think back to the 70's where the world's supercar makers each made a few cars a week. Now most make thousands a year and half the world goes to bed hungry at night. This is just wrong.
DBtechnician 6 July 2015

Sickening Vanity

Agree jmd67 We are living in a crazy world where a few individuals make more profit from their wealth than some countries GDP. While no doubt I would find many of these upgrades very pleasing to look at and some others OTT, I find it disturbing that the super rich never have enough while the majority are like slaves. How long will this inequity continue? Oil it's both a curse & a blessing to a lot of middle east countries, they have fantastic wealth but not the development skills of much poorer nations. Too much money in too few hands influencing the levers of power and legislating in their favour hence TPP.