Automotive Faqs

As if Ferrari needed any help promoting its brand, they’ve gone and hired Dany Bahar. During his tenure at Red Bull, the intrepid Turk transformed the energy drink company from a simple sponsor into team owners, first acquiring Red Bull Racing from Ford when Jaguar’s F1 team went bust, then going in on an unprecedented second team, Scuderia Toro Rosso, and even spearheading Toyota’s entry into NASCAR in a team owned by Red Bull. Bahar also orchestrated the deal that brought Ferrari power to Red Bull last season and to STR for 2007.

Bahar left Red Bull way back in February, and it didn’t take long before the rumors of his defection to Maranello started flying around like a club-going teenager jacked up on taurine. Although the speculation initially indicated that Bahar would assume a role at the Scuderia, Ferrari announced that he’d be put in charge of a new department that will operate alongside the racing team and road-car divisions, and report directly to the CEO.

With the construction of the Ferrari World theme park already under way, the company’s merchandizing efforts already seem to be at full tilt. It’ll be interesting, therefore, to see what new direction Bahar takes the brand.

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