As soon as we left we were looking for customers. I used my contacts, choosing from the wealthiest and most passionate people. So I asked for an audience with an Arab prince and with one of my partners we joined him on the French Riviera. The meeting does not start well: Dany Bahar, a Swiss manager of Turkish origin, co-founder of the Modenese Ares Design, almost fifty years old and very well worn, remembers him in a videocall from Kitzbhel (later we’ll see why) with a smile on his lips. The prince was distracted, he enthusiastically showed us his blue chrome Bugatti Veyron (a couple of million euros, ed) parked nearby. At a certain point another Veyron arrives, same color, identical. The prince pales. He puts the keys of his Bugatti in my hand and says: “Ok, let’s see what you can do: turn it into a unique piece”.
Ares Design, the photographs
It was 2015. Dany had a marketing degree in his pocket and the years spent at Ferrari and Lotus in his head: Experiences that have shown me – he says – the limits of an industrial manufacturer: you can make the most beautiful cars in the world, you can foresee some customization, but they will always be mass-produced objects. While the world is also inhabited by people who are not satisfied, who ask for something truly exclusive, extremely personal. And that sooner or later knocks on the doors of Ares, one of the jewels of the Emilian motor valley: here there is no desire on four wheels that cannot be fulfilled. From the car born on a white sheet to the reworked supercar, up to the Land Rover Defender transformed into powerful and elegant SUVs.
THEIn short, Dany involves some friends, like Waleed Al Ghafari, and leaves: I wanted to take the liberty of making unique cars for unique customers. Customers who are involved in the realization of their project from day one: This total sharing is a value that the “normal” manufacturer cannot guarantee. Everything starts here: bodywork, interiors, electronics, infotainment. All our design. The Ares family made up of 150 employees. White, bright spaces. It looks like the headquarters of a new economy society, but the goods here are (wonderfully) material. Another surprise: there are also many gray heads around. We are a young company – explains Dany – and young people are concentrated in the engineering department. But in the paint shop we have staff who have worked all their lives on luxury cars and trained in other factories in the area; at the purchasing office there is a gentleman who knows more than all the sellers. Each gives the best of himself, skills are valued, shared and best transmitted to customers. This mix is one of Ares’ secrets, and one of the things Dany is most proud of. Together with the strong points of the design. Starting with the naturally aspirated engine: the best: the turbo is not for us, too aseptic compared to a V8 or a V10.
Prices? Impossible to get an answer. After all, there is no price list: It depends on the wishes of the customer. In any case, these are people who already own dozens of supercars. As if to say that spending is not an obstacle. The real problem, if anything, is to fully respond to expectations, to make the dream come true. our daily challenge: made up of listening, vision, work. A challenge won every day, it seems: Now we are opening our direct stores: in Miami, in Munich, in Kitzbhel, where I am right now. And in other popular places.
February 1, 2021 (change February 1, 2021 | 16:53)
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