Bahar assumes his new position as Group Lotus CEO on October 1. Prior to his appointment as Group Lotus CEO, he was Senior Vice President, Commercial and Brand for Ferrari. There, he was responsible for worldwide sales, after sales business, road car and F1 marketing activities, licensing, and merchandizing business.
Prior to his stint at Ferrari, Bahar worked for Red Bull, where he was Head of Corporate Projects Business. There he helped setup Red Bull’s F1 involvement with both the Red Bull Racing and Scuderia Toro Rosso teams, along with the U.S.-based NASCAR team. He was also responsible for the overall corporate business project development.
“I am looking forward to taking on the challenges as CEO of this legendary and iconic company with a peerless motorsport history,” said Bahar. “Lotus has a worldwide reputation for innovative engineering and superb sports cars 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 capitalize on the rapidly changing automotive market. I can’t wait to get my plans underway in October.”