Most cars – even top-of-the-line ones – can be purchased directly from the auto-dealer on the same day as viewing. But that won’t give one the uniqueness that Ares Performance, headed by European auto marketer Dany Bahar offers. The man who has run the International Sports Federation, was behind the creation of Red Bull Media House, and held key roles at Ferrari and Lotus among other leading automobile companies, is now giving people the opportunity to personally design their very own cars.
According to Bahar, in so doing, people are given the opportunity to “express their individuality through personalization.” He explained: “Individualization is becoming so big – you can do everything, shoes, shirts, watches, everything. The super rich who can buy a Bugatti for £1.5m, LaFerrari for £1m, the McLaren P1 for £850,000, they can afford this no problem.”
So how new is this concept? Custom cars have in the past been designed to be one-of-a-kind, but not with the buyer in mind and certainly not by the buyer. For example, last year’s Geneva Motor Show featured top 10 custom cars, including the Rolls Royce Wraith, the Nimrod 458 Italia Zero and the Mansonry Carbanado GT.
Bahar is now saying something different. Customers can make their car exactly as they want, as opposed to choosing one designed by the manufacturer. Bahar pointed out that through his company, “[Buyers] can chose their own colour, leather, wood application from these [manufacturers] but then they realize that 399 or however many other cars are in the series, can have the same.”
What Ares does is let the client become “fully involved,” which Bahar believes is “something very exciting,” ultimately resulting in customer satisfaction and a successful business. Indeed, Bahar puts that figure for the company at one that is “not dissimilar to luxury cars where the figure is 50pc.”
At the end of the day, it is not news that businesses which can offer a customized service to each of their clients will have a greater chance of hitting the high notes than those offering a “one size fits all” boiler plate solution.
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