Guenther Steiner says Haas need to goal the American market as there’s now “extra F1 presence” in the USA.
As the one US staff on the grid, Haas are in a singular alternative to capitalise on the rising success of the game within the US however have been, as of but, reluctant to take action.
The arrival of the Las Vegas Grand Prix to the 2023 calendar, in addition to the introduction of the Miami Grand Prix this season, is a transparent sign of how a lot the game has grown lately.
Homeowners Liberty Media focused what they believed was an untapped market with an aggressive advertising and marketing strategy, which included permitting Netflix behind-the-scenes to movie Drive to Survive.
That has paid off with extra US followers than ever wanting to look at races and become involved within the sport however Haas have but to take advantage of their US heritage.
With proprietor Gene Haas being a US citizen, in addition to the staff’s official headquarters in Kannapolis, North Carolina, Haas have every little thing they should turn out to be referred to as the American staff however there’s nonetheless a European really feel about them at the moment.
Each drivers are from Europe. the staff’s primary base is in Banbury, England they usually have workplaces in Maranello, Italy.
However that would quickly change with Steiner admitting the staff want to make use of their American id extra going ahead.
“We have to use that (American id) extra now as a result of there’s extra presence (in the USA),” Steiner instructed RACER. “It’s what we have to do as a staff, it’s not a directive. We have been by no means instructed what we now have to be – we’re who we’re. However now I believe we will give attention to it extra as a result of there’s extra curiosity.
“Earlier than, you would attempt to create curiosity however the response was weak. However now, realizing the response is large, for positive we’ll give attention to that.”
Reluctance to Andretti World entry gives Haas with excellent alternative
Of all of the staff bosses completely happy to see the Andretti’s bid to enter Formulation 1 stumble, it’s maybe Steiner who can have the largest smile on his face.
Andretti, led by Michael, need to enter the game for 2024 however have discovered each the FIA and F1 are dragging their heels in the case of making a choice. This has led to each he and father Mario hitting out at present groups with Michael accusing F1 of being a “European membership.”
Steiner took umbrage to this evaluation, labelling the Andretti man’s feedback as “not constructive” however Andretti’s incapacity to safe a grid spot does present Haas with a possibility to grab the American market, one thing they haven’t been doing up till this level.
Hand-picking a few of our favourite pics of 2022 to date for this week’s #WallpaperWednesday #HaasF1 pic.twitter.com/5AtZX8vezu
— Haas F1 Workforce (@HaasF1Team) August 17, 2022
In 2021, Nielsen Sports activities together with F1 and Motorsport.com produced the 2021 World Fan Survey and of the 167,000 folks surveyed, Haas’ reputation was discovered to have fallen since 2017.
One technique to enhance that may to be take advantage of their American roots and put an American driver of their automobile. It has been seven years since an American final competed within the sport however there’s a rising listing of candidates who could possibly be prepared for the step up.
A attainable possibility for Steiner and co. could possibly be to make a transfer for 22-year-old Colton Herta. The present IndyCar driver races for Andretti in that collection and is a part of the McLaren group which might make prising him from both contract tough, however not unimaginable.
If Andretti hit much more roadblocks of their bid to achieve the Formulation 1 promised land and as McLaren seem to have chosen Oscar Piastri to fill the seat subsequent to Lando Norris, Haas might current an thrilling alternative for Herta.
He’s additionally a person with F1 expertise, albeit restricted, having examined the MCL35M on the Algarve Worldwide Circuit in July.
Haas have been maintaining fairly tight-lipped on Mick Schumacher’s extension and, along with his contract set to expire on the finish of the season, the staff might now select to look elsewhere.