While studying for his MBA degree in the early ’90s, Dany Bahar began his professional sports marketing career before joining the reputable wealth management company Fritz Kaiser Group in Lichtenstein in 2001, where he took responsibility for some of the company’s most important client accounts, including that of Red Bull owner Dietrich Mateschitz.In 2002, Bahar joined Mateschitz at Red Bull GmbH and was the main driving force behind its corporate business development and branding. During his time at Red Bull, Bahar led the successful diversification of the brand into top-level sports, such as Formula 1, NASCAR and football as well as leading the creation of Red Bull Media House.In 2006 Bahar took on the role of Senior Vice President Commercial and Brand at Ferrari, responsible for worldwide car sales and aftersales. In addition, Bahar oversaw road car and F1 marketing activities, licensing and merchandising.In 2009 Bahar joined Group Lotus as Chief Executive Officer and remained in charge until June 2012. During his tenure, Lotus increased its sales volume and turnover by 20 percent and successfully put the brand back on the map. After leaving Lotus in 2012, Bahar started to split his time between London and Dubai and developed the ARES business plan before founding the company in 2014.In January 2017, following two successful trading years for ARES, Bahar officially opened ARES DESIGN’s new global headquarters in Modena, Italy, a unique facility catering to all processes in the design, development, production and client handover of bespoke hand-built cars.