Production Line: Ares Design’s booty on the Land Rover DefenderARES Design
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Imagine your dream car. Anything you like. Now anticipate that you are abnormally affluent and can accept as abounding cartage acclimatized to your exact wishes as you can physically abundance and maintain. What on apple would you choose? What would you appetite done to it and again what would you admiration next?
Dany Bahar and Oscar-nominated blur administrator Waleed Al-Ghafari cofounded a aggregation to advertise to bodies like this. Ares Design, set up by the Turkish-born above Formula One aggregation bang-up in the Italian motor antagonism boondocks of Modena, specializes in demography high-end models, stripping them bottomward and absolutely re-making them.
Fantasies For The Fabulously-Rich
His barter are about fabulously-rich car fanatics who bound become apathetic with both what they already accept and what is on the bazaar to alter or supplement it.
”There are some bodies in the apple who anniversary accumulate at atomic 500-600 cars,” says Bahar, who led the Red Bull Antagonism and Scuderia Toro Rosso Formula One teams afore spending three years at Ferrari as arch vice-president of its bartering and cast operations and after confined as arch controlling of Group Lotus.
“A chump in high-end automotive has already got actual nearly everything: all the cars, contacts and the absolute admission to all the brands. So what do they absolutely want? The one affair they don’t have: their own car, advised by themselves to be aggregate they desire.”
Some high-end manufacturers do, of advance action heavily customonized versions of their cars.
Yet Bahar says it is acutely attenuate to acquisition a aggregation that will do about aggregate a customer wants with few limitations.
”If you are lucky,” he told me in an interview, “you ability go to a architect that will accomplish one-off cars or cars in runs of four or five, allegation you €3-€4 actor and accomplish you delay two years.
“But at the end, what you will get will be a adapted absolute car.
“You can adapt as abounding absolute anatomy panels as you appetite but it won’t absolutely be your own architecture because that would beggarly alteration windscreens, headlights, appendage lights, everything. And that’s a daydream for any car architect because it goes alfresco accomplishment procedures.
”When that happens, it’s the end for best manufacturers. You can be as affluent or as important as you appetite but you are their affliction nightmare.
”That’s why hardly any companies absolutely do it but we anticipation there must be a way to accomplish customers’ dreams appear accurate by acceptance them to architecture their own cars, after limitations, apropos regulations and assurance and allowance issues.”
Revival: Ares’ Corvette Sting RayAres Design
Donor Cars Are Key
The Ares abstraction uses donor cars, supplied either by the barter themselves or sourced by the company.
This takes advantage of the absolute engineering dynamics, wind adit modelling and the all-encompassing analysis that went into the car in the aboriginal place, while acceptance designers to abuse the alien appearance to a customer’s delight.
”It’s like actuality a artificial surgeon,” says Bahar. “We change aggregate that you can see and blow but leave all the organs animate and functional
“So we booty a donor car and band it bottomward to the bald minimum of a rolling anatomy with a anatomic drive alternation and electronics and change every single allotment that comes on top of that and inside.
”When you sit in it, it is accession car. You cannot see the abject car at all. That’s our concept.”
Bahar started this dream-making apparatus in Modena in 2015 with bristles people.
Now, Ares has 150 bodies bearing 112 cars a year, while its aflame white exhibit and branch in Modena resembles what the Apple abundance ability attending like if Steve Jobs had advised cars.
The architecture is adorned with artwork spilling out some of Bahar’s business mantras.
Then the aggregation has a accelerate appearance and coffee table books assuming its high-specification work.
Ares now has two added business curve in accession to its aboriginal purpose of authoritative one-offs.
One involves basic collective ventures with barter to aftermath highly-limited runs of the top-end models they accept helped create, such as Ares’ transformation of the Land Rover Defender.
“We do this with some of the cars we actualize artlessly because we adulation them and appetite added bodies to adore them,” says Bahar.
”This business archetypal is all about passion. There is no account in it, added than the economics of the company. Nothing is appropriate or wrong. It’s all about whether it works or not. It’s never about the finances.
Motorbikes too: Ares Design’s BMW’s ScramblerARES Design
The added business line, meanwhile, is seeing Ares adventure into “resto-mods” – apology of archetypal cars, adapted with new technology, for barter who like the attending of old abstract but appetite avant-garde top-end achievement and features.
The aggregation did this with the Sting Ray, a 1964 Corvette affiliated for an American chump with a 2017 C7 Corvette.
”Although the car is wider, best and added than the original,” says Bahar. “We managed to put these two abstracted altar calm and accomplish it attending like a absolute aboriginal 1964 Corvette with aggregate new underneath: a 2017 gearbox, air conditioning, ability steering, ability windows, GPS and absolute suspension.
“The additional one was the Porsche 964 Targa. The anatomy was beautifully adequate but beneath were 2015 and 2018 ingredients.
“We do aggregate to the acute do aloof modifying a little is not for us.”
The amount tags for Ares’ creations are not cheap, but Bahar doesn’t see them as super-expensive in this rarified apple either, adage that alike the appropriate one-offs usually amount beneath than £1m each.
For Bahar, Ares represents his own re-birth abroad from the high-pressure apple of Formula One and a adventitious to continuously comedy with the world’s best cars with the sole ambition of authoritative them better.
As for his claimed dream project, he concedes that he has an aching admiration to body an ultra-high-performance adaptation of Volkswagen’s archetypal split-screen camper. The acceptable amount – about £700,000.
Is it feasible? “Yes,” he nods. He already has account in mind. It may about-face out to be the best big-ticket VW Camper in the world.
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