Haas will have a new look at the United States Grand Prix under the tagline ‘We The People’, as it dedicates the weekend to the support it receives in America.
Andretti’s ongoing attempts to join the Formula 1 grid has led to a focus on the way Haas represents America, with team principal Guenther Steiner previously having shied away from placing too much emphasis on that aspect of the team. However, with a special livery, race suits, garage and overall team branding to appear this weekend in Austin, Steiner says the team is evolving to a position where it can lean into its American identity.
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“One thing that is different this season, is our look and feel is encapsulated under the tagline ‘We The People’ – the first line of the American Constitution,” Steiner said. “There’s obviously a lot of talk about American teams right now, but we’re still currently the only American team on the Formula 1 grid. Many have said for years that we haven’t exploited that fact, but I’ve always said that’s because we want to earn credibility within the paddock first.
“We’ve been through a lot in our short time, but along the way have amassed a very loyal, and growing fanbase, and we want to recognize them. Yes, it’s some nice marketing, but anyone who works with my team knows how passionate they are, and how funny and genuine our fans are. This race is dedicated to them as, we the people, make Haas what it is.”
All dressed up for Austin 🫶🇺🇸#HaasF1 #USGP pic.twitter.com/n73r0UZ4Qe
— MoneyGram Haas F1 Team (@HaasF1Team) October 16, 2023
Not only will the Haas look different from a livery point of view, it will also be radically changed in terms of aerodynamics as a major update is set to be introduced that follows the more successful concepts seen on the grid.
“The upgrade on the VF-23 is aerodynamic,” Steiner said. “We changed the concept of the car because what we started with, because of the new regulations last year, we couldn’t make any more gains performance-wise. Creating more downforce and less drag, it just wasn’t there anymore, so we needed to change the concept to what is commonly known as the ‘Red Bull concept’ or the ‘downwash concept’.
“It is a substantial update, and we’re able to do this within the cost cap because we didn’t have any updates at the beginning of the season because again, going back, we couldn’t find any performance that we could make parts to put on the car.”