Dany Bahar: If we couldn’t afford it, we wouldn’t do it

[Frederik]

Dany Bahar: If we couldn’t afford it, we wouldn’t do it
June 6, 2011 at 10:16

Group Lotus has been making the headlines regularly of late. We were there to witness the Proton owned brand’s five car blast at last year Paris show, which will now be financed by a £270 million loan from a group of six Malaysian banks. Of course, there’s also the entry into F1 via title sponsorship of Renault, and the bitter legal battle and name tussle with Tony Fernandes’ Team Lotus.

Gone are the days where the British brand quietly made sportscars in Hethel to a small enthusiast audience; they’re now preparing to join the big league and do battle with the likes of Porsche. They’re also looking at (finally) making profit for loyal owner Proton.

The man behind this major transformation plan is ex-Ferrari marketing man Dany Bahar. Here, the 39-year old CEO of Group Lotus talks about the relationship between Lotus and Proton, extending the life of the Evora, a new self-developed engine and of course, the war with Team Lotus.

On the recent naming rights battle with Team Lotus
Dany Bahar: The judgement grants Group Lotus the rights to use the name ‘Lotus’ and the Lotus roundel on their own within F1, we are, therefore, even more committed than ever before to our long term plan within the sport.

The Judge also found that Team Lotus, run by 1Malaysia Racing Team, has the right to continue to race in F1 under the name Team Lotus and using the Team Lotus roundel. As a consequence, it is inevitable that the similarity of the names Lotus and Team Lotus will cause confusion not only amongst F1 supporters and the wider public, but also amongst F1 commentators who use the word ‘Lotus’ interchangeably for both teams as demonstrated throughout the season so far. With the full support of our parent company, Proton, we are seeking leave to appeal so that this point can be clarified for the benefit of all interested in F1.

With regards to our involvement with Lotus Renault GP, as Lotus we stand united with Genii Capital and have every confidence in the future success of Lotus Renault GP.

On Group Lotus’ relationship with Proton
DB: The past year has been an extremely important one in Group Lotus’ history and Proton has played, and continue to play, a crucial role in our development.

One of the most critical elements of this support has been assisting us in securing the funding for our future plans. I am happy to confirm that this is now all complete thanks to Proton’s help and, together with Proton, we can focus on completing the five year business plan to return Group Lotus to profit.

We have an incredibly strong relationship with Proton, they support us 100 per cent and frankly this is really important for a company like ours. Part of the business plan is the joint development of a global small car platform meaning that for the first time in the Proton Lotus history, the relationship will be mutually beneficial. This alone should demonstrate how close we are.

On the progress of Lotus’ five-year plan
DB: With road cars we’re in a good position, we’ve completed year one of a five year plan and we are making good progress on the development of the new Esprit which will be the first of the new models to go on sale.

Based on the feedback we have received since the unveiling in Paris from customers, the media and the industry, we have made some adjustments to our plans. For example, feedback regarding the Elan showed us that it was too close in style and positioning to the Esprit, and so as a consequence we have delayed the delivery of the Elan – delayed not cancelled.

This allows us to focus more of our attention on the Evora which I believe has fantastic potential. We are now concentrating our efforts on making sure that the quality of the Evora matches its undeniable performance. Another major development that has come about as a consequence of the feedback we received is that we are now developing our own engine to use in our future cars, creating even more of the “pure Lotus experience”.

On Formula 1 and motorsports
With regard to motorsport, everyone always asks about F1 but for us, it’s not just about F1, given that motorsport in general is a key ingredient to our marketing strategy. We have always been and will always be an automotive brand that is associated with racing. Congratulations to Nick Heidfeld on his result in Monaco, when he came in eighth to earn valuable points that pushed him up a place in the Driver’s Championship to sixth; whilst Tony Kanaan did a great job coming fourth at the Indy 500.

We want to win though, not just participate. But we don’t expect everything overnight, we start slowly and gradually build up our presence in a way that makes sense for our business. Look at our involvement within IndyCar, we started last year with one car, now we have three and from next year onwards we’ll be offering engines. People always question the cost but, believe me, if we couldn’t afford it we wouldn’t do it.

Bron : paultan.org

[electroshock]

Niets nieuws onder de zon.
Als er niet vlug echte prototypes gespot worden,
luistert binnenkort niemand nog naar die prietpraat.

Hij zal nu ook wel begrijpen dat de Evora hun nog lang zal moeten verder helpen, anders zou hij de kwaliteiten ervan niet nog eens extra benadrukken.
Roeien met de riemen ... , dat is (de eerste maal ?) toch enige blijk van realiteitsbesef.

[JeanVM]

Ik ben vrij zeker dat den DANNY een blaaskaak is. (ene kant geld genoeg andere kant 99 ontslagen) Spijdig dat MJK in slechte gezondheid is anders zou hij direct terug CEO zijn.