Where Kimberley rose through the engineering ranks at Lotus, Bahar brings a background in marketing and motorsports. At Ferrari, he headed sales and service on the production side, as well as marketing, licensing and merchandising for the F1 team.
The 37-year-old Bahar, a Swiss national of Turkish descent, holds an MBA from MC Institute of Vevey/Lausanne and began his career in finance. According to Italiaspeed.com, he speaks Italian, English, French and German.
Before joining Ferrari in 2007, he helped put Red Bull on the motorsports map, with forays into F1 and NASCAR.
Lotus Chairman Dato' Mohd Nadzmi Mohd Salleh said, "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 sports car and engineering company."
Inside Line says: Young blood — extremely young blood — could be exactly what Lotus needs to continue the ongoing rejuvenation process. — Paul Lienert, Correspondent
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