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It was rumored yesterday and it's fact today: Ferrari's former senior veep for brand management, Dany Bahar has become Lotus' new CEO.

Before taking on the task of road car, after sales, F1 marketing and merchandising for Ferrari SpA, Bahar headed up the Corporate Projects Business team for Red Bull, where Bahar orchestrated the company's F1 program and oversaw the firm's NASCAR operations along with acquiring a few football (soccer) teams.

Bahar takes the reigns from long-time CEO Michael Kimberley who retired from the automaker in July after engineering Lotus' renaissance, particularly in the U.S. In a statement (posted below the fold), Bahar says he, "can't wait to get my plans underway in October." What's the new CEO have in-store? We should have a better idea sometime early next year.


Lotus Appoints New CEO

Dany Bahar joins Lotus as Chief Executive Officer

Dany T. Bahar has been appointed as the new CEO of Group Lotus effective 1st October 2009, replacing Michael J. Kimberley, who retired in July.

Prior to this appointment, Dany Bahar was Senior Vice President, Commercial & Brand for Ferrari SpA where he was responsible for worldwide road car sales and after sales business, overall road car and F1 marketing activities, licensing, and merchandising business.

Before joining Ferrari SpA, Dany Bahar was the Head of Corporate Projects Business in Red Bull GmbH. He was responsible for the overall corporate project business development, with emphasis on diversifying the business such as setting up their F1 strategy with Red Bull Racing and Scuderia Toro Rosso and the US based Nascar Team operations, acquiring football clubs in Salzburg, New York and Ghana for commercial purposes.

On his appointment, Dany Bahar said, "I am looking forward to taking on the challenges as CEO of this legendary and iconic company with a peerless motorsport history. Lotus has a worldwide reputation for innovative engineering and superb sportscars that lead the world in efficiency, design and dynamics. With the recent launch of the award-winning Evora, there is proof that Lotus is better placed than many to capitalise on the rapidly changing automotive market. I can't wait to get my plans underway in October."

In welcoming Dany Bahar, Dato' Mohd Nadzmi Mohd Salleh, the Chairman of Lotus Group, stated "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 sportscar and engineering company. With a strong management team already in place, we are confident this objective can be attained."

Dany Bahar, a Swiss National, holds an MBA and is married with two children.

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    • 1 Second Ago
      • 3 Years Ago
      Wow, we have seen another act, of a 12 year old CEO OF LOTUS, the guy has driven the likes of success into the ground, one more time, the biggest mistake lotus owners have made is letting Dandy boy spend money and make too many decisions, This is what one person that has all the answers dose (((it don’t work))) burn Dandy boys ideas down, If you have a lotus sale it, the appeal is going down, we understand, the apple of a marketable item is based on its worth and the ability to get people to perceive the value as a needed item, were in the universe dose making this swizzle stick a great move, we are trying to get 12-22 year kids to buy cars and poor people, great job Dandy boy, some one screwed up giving Dandy boy the CEO job why we could have given him a job at Lotus but at the back of the room with no Desk, Pen or Paper.
      • 5 Years Ago
      God damn Disney, taking over everything.
      First they buy out Marvel and now they have Billy Ray Cyrus as the CEO of Lotus.
      What next?
        • 5 Years Ago
        Freakin' hilarious, Venom!
        • 5 Years Ago
        That's what I thought too. Needs more mullet though...
        • 5 Years Ago
      • 5 Years Ago
      Based upon the amount of Elise's I see bombing around these days I would say it's a very good time to be leading Lotus. I wish him and his firm all the best and I am looking forward to great future products from this iconic car company.
        • 5 Years Ago
        And the new Esprit will most likely be unveiled under his watch.