“The entire world is about individualization, you personalize your complete life. It starts with your cup of coffee: you take it the way you want it, you put your clothes on the way you like, you furnish your house the way you like, you choose the car the way you like. Everything is personalized and individualized,” muses Ares Design CEO Dany Bahar.
His passion for the subject is palpable: “But when it comes to your car you always have the risk that others may have the same; they may choose the same black color and the same white leather and the same rims and the same carbon fiber. So it’s personalized but it’s not individualized, and we thought we needed to go one step further and offer the very high-end of luxury automotive buyers the opportunity to design their own one-offcars, to design a car for themselves that no one else has… or maybe just a lucky few have.”
The veteran automotive executive—formerly CEO of British marque Lotus, following stints at Ferrari and Red Bull—is sharing the genesis of his latest venture, named after the Greek god of war. The luxury Italian coachbuilder was founded on the mission to envision, design and execute one-offtotems of lust for the über-wealthy, and has quickly grown into a promising startup with 150 employees, some $70-million in investments and a modern headquarters in the heart of Modena—arguably the most important swathe of automotive earth.
This story is from the January - February 2021 edition of Maxim.
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This story is from the January - February 2021 edition of Maxim.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
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