Haas and its former team principal Guenther Steiner are involved in multiple legal battles after different lawsuits were brought from each side.
Steiner was the first to bring a lawsuit against his former team following his departure at the start of this year, initiating legal action over alleged breach of contract over unpaid commissions from the final three years of his employment. In that suit – filed in Mecklenberg in North Carolina – Steiner also claims that Haas has profited from his connections and knowledge, as well as continued to to use his name, image, and likeness in its promotional materials and merchandise.
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“With decades in motorsport and connections throughout the Formula 1 circuit, Mr. Steiner brought instant credibility to Haas F1 as team principal,” the suit read. “When Netflix’s award-winning series Drive to Survive debuted, Mr. Steiner’s notoriety and personality quickly propelled Haas F1 to fan-favorites in the series, and in the process, transformed Haas F1 from an upstart racing team to formidable brand on the F1 circuit.”
Now, Haas Automation, the parent company that is the title sponsor of the F1 team, has launched a lawsuit of its own alleging trademark infringement in the sale of Steiner’s book ‘Surviving to Drive’.
The lawsuit brought against Steiner and Ten Speed Press, an imprint of Penguin Random House LLC, in the U.S. District Court for the Central District of California claims Steiner did not have consent to use Haas Automation trademarks in the book, and that it could lead to confusion about any affiliation or sponsorship of the book.
“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,” Haas Automation’s document states.
“Haas Automation never consented to Steiner’s use of the Haas Automation Trademarks or the Haas Automation Trade Dress on the Accused Product.”