ITALY. Ferrari’s new Commercial and Brand Department will be operational from 1 July, headed by Dany Bahar who is currently at the helm of Ferrari’s Global Brand Department.
The new unit will integrate the dealership network, brand management and brand positioning of Ferrari in a single area.
A 35-year-old Swiss national, Bahar began his career in finance in Switzerland. He worked for the Fritz Kaiser Group before moving to Red Bull in 2003, where in addition to being given a broad operating canvas by the CEO, he was also appointed a member of the executive management board.
Bahar has experience in promotion and sponsorship as well as in sales and marketing.
In a statement announcing his appointment, Ferrari said: “His youth, solid experience and international flair (he speaks Italian, English, French and German) make him the ideal person for Ferrari in its new approach to its dealership network and client relationship.”
Ferrari’s brand presence
The new unit signals a fresh push into product development, including shop openings. Ferrari already operates 15 stand-alone stores worldwide. In September last year, the brand’s ninth official outlet in Italy began trading in Venice.
Exclusive Ferrari Stores have opened in Maranello (the car company’s Italian headquarters – two stores), Rome, Milan, Venice, Shanghai, Hangzhou, Beijing, Los Angeles and Las Vegas. In travel retail, there are Ferrari Stores at Bologna, Milan Malpensa (two outlets) and Rome Fiumicino airports (two shops).
At the time of the Venice store opening, Ferrari had an ambitious development plan to set up more than 40 stores across Europe, America and Asia over the next five years.
The 170sq m Venice store offers a wide range of Ferrari products, most of which are exclusive to Ferrari Stores.
Its five main categories – Fans, Luxury, Vintage, Children’s and Publishing – are home to over 1,500 products, ranging from men’s, women’s and children’s clothing to leathergoods, memorabilia, publications, toys and gadgets.
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