For those people who want to express their individuality through their motor vehicles, Dany Bahar and his custom-made car company holds the key to that dream. Former head of Lotus, Bahar is the man the wealthy turn to for their bespoke autos, made to each customer’s particular specifications.
Born in Turkey and raised in Switzerland, Dany Bahar takes a Bugatti, valued at £1.5 million, and gives it a makeover so that his costumer is satisfied that there is only one car like his on the road. This satisfies, on a deep level, the need for his clients to feel unique and special through the uniqueness of their automobile.
“Individualization is becoming so big – you can do everything, shoes, shirts, watches, everything,” Bahar says. “The super-rich who can buy a Bugatti for £1.5 million, LA Ferrari for £1 million, the McLaren P1 for £850,000, they can afford this no problem,” he adds.
Bahar explains why the usual kind of choices are simply not enough for his clients. Cars delivered from the main manufacturers allow customers to:
“Chose their own color, leather, wood application from these [manufacturers] but then they realize that 399 or however many other cars are in the series, can have the same.”
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A wealthy car-owner can rise to the next level, as Bahar points out:
“If I spent £2 million on this car and I am in central London I don’t want to see two more Bugattis. I don’t want to see the same,” he says. “Having something you cannot buy anywhere else is what fascinates clients. This was the main reason we launched Ares… to take, for example, a Bugatti and give it a makeover, a real makeover.”
Rather than changing the specs that a particular car is renowned for, such as the engine, gearbox, or unmatched aerodynamics, Bahar and his company, Ares, takes the best of the car and gives it a new outer look that the client demands. As Bahar puts it: “It’s a Bugatti but covered with a different skin.”