Italian firm wants to do up your car

Dubai: ‘Doing up’ your car now has a whole new meaning to it. The Italian luxury automotive ‘atelier’ ARES will be launching its UAE operations later this month.

The firm creates handcrafted high-performance cars uses Italian craftsmanship coupled to German engineering expertise.

It was founded by ex-Ferrari vice-president and former Lotus CEO Dany Bahar. “I believe there is a real market in the UAE, because we can offer something that the big OEMs can’t — we can take our client’s vision, their personality, their exact wants and needs and transform their vehicle to reflect their style, creating a completely unique automotive experience,” said Bahar.

The current portfolio features a fully modified Lamborghini Huracán, an Aston Martin Rapide S, a Bentley Continental GT, a Rolls-Royce Wraith and a Range Rover 560 Supercharged.

“The automotive world here demands next-level artistic creativity and the market here truly understands and values individualisation,” said Waleed Al Ghafari, who has been named Executive Chairman. “After seeing the ARES line-up for the first time at the launch in Italy, I was completely convinced that investing and becoming involved in ARES was the right thing to do.”