Luxury Automakers Are Obsessed With Taste. Not Dany Bahar.
, 2023-03-23 05:47:00,
Dany Bahar was trying to get his coachbuilding business off the ground when he went to lunch on the French Riviera with a Saudi prince. The prince was originally very pleased with the $2 million Bugatti he’d driven to the restaurant, but he was about to lose his appetite — for what should then pull up outside but a near-identical Bugatti. The prince took his car keys and tossed them across the table to Bahar.
“He tells me to do whatever I need with his car in order to make it unique,” Bahar tells InsideHook. “And that was when I got an insight into how someone who owns five or six hundred cars thinks. If he hadn’t seen that other Bugatti maybe it would never have occurred to him: it’s not about the car itself but how he just doesn’t want someone else to have the same car as him.”
That was the spark that changed the direction of Ares, the Modena-based coachbuilding company that Bahar co-founded with business consultant Waleed Ghafari only six years ago, but which is, by volume, already the world’s biggest operation of its kind. Ares takes already very special vehicles and — typically with money being no object — makes them true one-offs.
They’ve taken a four-door Rolls-Royce Phantom and turned it into a two-door coupe, for example. They’ve also transplanted Porsche 997 mechanics under a Porsche 964 Targa body. A Mercedes-Benz G63 was overhauled into something so far removed from the original it was given its own…
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