Dany Bahar joins Lotus as Chief Executive Officer

[Martin]

http://www.internetcp.com/gallery/data/500/Dany_Bahar_Lotus_CEO1.jpg

Lotus Press Release
09.03.09



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.

[WayneB]

Welcome to Lotus Mr.Bahar:)

Well It looks like a new era has officially started at Lotus.

What does the future hold for the company now?

I have been thinking about this and in my opinion we are about to witness a pretty intense 5 to 10 years in which alot of changes will be implemented.

Dany Bahar is obviously no fool and is extremely well connected with the Malaysian Royal Family, so I predict that we will see a Lotus F1 car sponsored by Petronas (the Malaysian petrochemical company) out as soon as next season.

Road car wise , the Esprit will come to production and will be priced and marketed as a premium sportscar in the Ferrari/Lamborghini mould.

The Lotus Logo and trademark will be licensed out to be affixed to alot of higher end products it hasnt been seen on sofar, computers, cellphones, shoes etc. Company lawyers will protect the Logo/trademark and prosecute anyone using it unlicensed, which may put an end to forums like this even using the word Lotus without forking over $$$ for the use of.

Past Lotus CEO's seem to have been pretty relaxed about who they allow to use the Lotus trademark and persuing unauthorised use of said trademark, guys like Behar have trademark lawyers on their speedials (rather like Disney and Ferrari)

Which brings me to the final thing, I predict the cost of being a Lotus owner will go up.

Making Lotus a premium brand again does not come without cost, and I predict the added cachet of a Lotus F1 team, a stunning new Esprit and nice products will increase the price tag of everything Lotus to offset the costs of the new promotion of the name (via F1) and products.

Lotus had pretty much been a "poor mans" supercar brand for quite a while now, and a guy like Bahar will want to distance the brand as quickly as possible from that perception.

Mike (Kimberley)was a great boss of Lotus (I will miss him alot)and he worked miracles in the fine Lotus tradition (hard work ,with no money), but Dany Bahar obviously has the "ear" of the right people in the circles he moves which will enable him to make changes to Lotus that Mike probably could only dream of.



Its going to be an interesting period in Lotus history.

[mario]

I hope strongly that this new ceo will build New Esprit finally!...........I think that car will increase the prestige of the brand its an advertising and a lotus trademark to me:yes:


The return F1 team is a dream:mf_dribble:.....maybe Bahar is the right man to do it.....with malaysians money

[Autocross7]

In truth, Lotus is the only exotic car company with ties and a history in racing that is equal to Ferrari. Ferrari took much longer to accomplish what Lotus did in their F1 and sports care career. You have to go back a number of decades to Alfa and Maserati (Maserati making a bit of a return recently to sports cars).

IMO, Lotus NEEDS to be involved in the race game. Be it factory or in name with a nod from the factory. If Group Lotus PLC does not get behind a return where viable (private teams looking for minimal support - or the F1 jump providing that head nod only) they are missing out on some serious branding image!

Cameron

[Johnsean]

I am sure that Mike Kimberley was aware of the Malaysian interest in Motorsport. As Mike knew Bernie and Max quite well and was on the Proton board of Directors this F1 development will not suprise him.
The Proton Lotus board have gone for a young guy this time. I'm assuming from Wayne B's post a well connected guy in both F1 and influencial Malaysian circles.
Petronas have the money and the strategic plan. Dany has the connections. Lotus have the brand.
Execution is everything!

[WayneB]

I wonder what Dany Behar will make of Norfolk when he eventually arrives there?
http://i51.photobucket.com/albums/f355/WayneBarr/PA210588-1.jpg?t=1252674719
I was somewhat dissapointed to descover that the Norfolk Broads were not in fact a group of very attractive women that put out , but some sort of river/canal system with boats.:crying:

[clockwork]

I once spent a holiday on the Norfolk Broads,where are the boats? :flowers: yes dear I was kidding.:)

[WayneB]

The next question is will he (Dany Behar) be leaving up the big framed photograph of Colin Chapman in his office?:confused:

It was put up by Mike Kimberley after he took over as Lotus CEO from Kim whatshisname Neilson.

Whether he does or not should indicate his regard/respect of the companies founder.
http://www.f1-geschiedenis.be/Verhalen/Foto/colin_chapman.jpg

[eurosport]

I'm guessing he didn't take down any pictures of Enzo at that other place. :rolleyes:

[WayneB]

But he was only in charge of Commercial and Brand at Ferrari, not CEO and running the whole company as he will be at Lotus, Eric.:scared:

[WayneB]

Dany Bahar was due to arrive at Lotus on October 1st. but the company has been strangely silent lately.:001_unsure:

Does anyone know If he is actually there yet?:confused:

Enquiring minds need to know...........:lol:

http://www.the-reel-mccoy.com/movies/2005/images/Zorro_1.jpg

[WayneB]

I am told that Dany Bahar is at the Lotus factory working, but he hasn't introduced himself formally to the staff yet.

Last friday though the King and Queen of Malaysia visited the Lotus factory and he was very involved in that.

I wonder who the last royal visitor was before them, I do know Prince Philip visited Lotus back in the 70's and its possible King Hussein of Jordan was there as he did buy quite a few Esprits in the early 80's.

[WayneB]

Brian Angus tells us Prince Charles was the last royal visitor to Lotus, he toured the Engineering section in 1996.

[eurosport]

I am told that Dany Bahar is at the Lotus factory working, but he hasn't introduced himself formally to the staff yet.


:blink:

[clockwork]

There is a visit planned by the forums on the 17/18 for Esprit, and 2/11 owners, drive the Evora and Mr B will be there,maybe Mark will be going,they don`t want grumpy old men with +2`s :)

[mario]

A good news:yes:

http://www.pistonheads.com/news/default.asp?storyId=20778

[WayneB]

Heres a version of that pic from Group Lotus without the Pistonheads Banner.

http://www.grouplotus.com/media/crop/465/220/1001307.jpg

Notice how the wind from across the old airfield has messed up his hairdo slightly.:lol:

[mario]

http://www.pistonheads.com/news/default.asp?storyId=20836

[WayneB]

The way I look at it is that a few years ago Lotus was about to go the way of the dodo thanks to Kim Ogaard Nielsens leadership, and it was only via Mike Kimberley's re-enstatement that the place was able to survive the next few years and was actually able to turn a profit for a brief while.
http://www.sandsmuseum.com/cars/elise/information/press/press/press2004/ogaardceo.html

Now we have Mr.Bahar at the helm , promising a return to the great old Chapman era of Lotus (which is odd considering I remember how the place operated on promises and/or Scotch mist for years at that time).

My question is where is the money coming from to do the wonderfull things he is proposing?

For years the company has been operating in a somewhat underfunded state, the problem hasnt been coming up with exciting projects , it has been coming up with the money to actually build them, which is why Lotus have traditionally continued to sell models way longer than they should, to offset the development costs over as long a period as possible.

What worries me is that Mr.Bahar has no past history of pulling off miracles for no money which traditionally has been the only way the company has survived.

The money must surely be coming from the Malaysians and I think he will be seeing alot of pressure from them in the next few years If the promised return to past greatness fails to materialise.

[mario]

I think that Proton is the most kindly owner that company had.

Maybe Mr Bahar has contract with companies for paid Motorsport activities?....