Just when you thought there was nothing else left to personalize, Dany Bahar of Ares Performance started to make customized cars. Instead of spending £2m on a Rolls-Royce or Bugatti, that a ton of other people also own, Bahar is now letting the customer design their very own set of wheels.
Up until now there has been the option for customers to engage in some level of customization with a car. Drivers can find these at car shows (one recent example was the Central Nebraska Auto Club’s Indoor Car Show Saturday at the Buffalo County Fairgrounds organized by Jerry Erikson). In addition, Toyota will soon enable people to print 3D parts for vehicles in Japan with the Open Road Project. But what Bahar – who has held leading roles at some of the top auto-stores including Lotus, Ferrari and RedBull – is now offering, is something quite different.
Through Ares Performance, potential customers will be able to come in and choose everything in their car, from the color, to the upholstery. In other words, they will “take everything off” and redesign a car to the client’s specific needs and desires. Bahar said: “The client is fully involved and that is something really exciting. [They] are wealthy people, important people but you touch them on an emotional level, where they become like children. They say, ‘I want the rear lamp, like this, not like this’.”