Lotus has just announced that a of October 1st, former Ferrari executive Dany Bahar will take over at the helm of Group Lotus plc. Bahar moves into the position after former Lotus CEO Mike Kimberly retired in July due to health reasons.
At Ferrari Bahar worked as Senior VP of Commercial and Brand, where he oversaw not only the important job of road car sales, but also the lucrative merchandising aspect of the Italian automaker. Previous to to the position at Ferrari, he worked for Red Bull and helped organize the partnership between Red Bull Racing and Scuderia Toro Rosso with Ferrari, as well as the energy drink company’s NASCAR efforts.
“Lotus has a worldwide reputation for innovative engineering and superb sports cars that lead the world in efficiency, design and dynamics,” Bahar said in a statement. “With the recent launch of the award-winning Evora, there is proof that Lotus is better placed than many to capitalize on the rapidly changing automotive market. I can’t wait to get my plans underway in October.”
One has to wonder if Bahar’s appoitment will usher in an era where Lotus returns its full efforts to the field of motorsports.