Haas Sues Former F1 Team Principal Guenther Steiner for Trademark Infringement

Haas has launched a legal counterstrike against their former F1 team principal, Guenther Steiner, following his lawsuit against them.



Steiner’s initial court action accused Haas of failing to pay owed monies and continuing to use his likeness in promotions without his permission.



In a tit-for-tat move, Haas is now suing Steiner for alleged trademark infringements related to his autobiography, “Surviving to Drive”.



The parent company, Haas Automation, claims that Steiner and his publisher, Ten Speed Press, used protected images in violation of trademark regulations.



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Court documents from the Central District of California, Western Division, outline the accusations: “In 2023, without permission or consent from Haas Automation, Steiner authored, marketed, promoted, sold, distributed, and profited from a publication titled “Surviving to Drive” (the “Accused Product”), which unlawfully used and displayed, and continues to use and display, the Haas Automation Trademarks and the Haas Automation Trade Dress for Steiner’s personal financial gain and illicit profit,” they read.



The documents also state that Haas Automation never approved the use of its trademarks or trade dress on Steiner’s book.



Haas Automation contends that despite being alerted to the infringement before legal action was initiated, Steiner did not address their concerns, prompting them to file the lawsuit to seek damages.



The company highlights ongoing violations across various media, noting significant sales and revenue from the book: “Information available online indicates that as of January 2024, the Accused Product has exceeded sales of at least 150,000 units and generated revenue of at least $4,500,000.”



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Steiner’s lawsuit reflects on his tenure at Haas, starting from the team’s inception in 2014 until his departure at the end of 2023.



He asserts that the team breached an employment contract.



The suit also emphasizes his influential role: “With decades in motorsport and connections throughout the Formula 1 circuit, Mr. Steiner brought instant credibility to Haas F1 as team principal,” and highlights his rise to popularity through the Netflix series Drive to Survive, noting, “When Netflix’s award-winning series Drive to Survive debuted, Mr. Steiner’s notoriety and personality quickly propelled Haas F1 to fan-favourites in the series, and in the process, transformed Haas F1 from an upstart racing team to a formidable brand on the F1 circuit.”
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