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Haas and Toyota’s F1 Alliance Deepens with Key Hiring—Is a Full Takeover on the Horizon?

Miguel Cunha by Miguel Cunha
January 31, 2025
in Motorsports
Reading Time: 5 mins read
0
Haas F1 Enters a New Era with Toyota Partnership: Testing Milestone and a Glimpse of the Future

Haas is strengthening its ties with Toyota, but is this just a technical alliance—or the first step toward a full-blown takeover? The American team has officially brought in ex-Lotus and Alpine engineer Pierre Genon to manage its growing collaboration with Toyota, fueling fresh speculation about the Japanese giant’s long-term F1 ambitions.

Toyota hasn’t raced in Formula 1 since its disastrous 2002-2009 stint, where it failed to win a single Grand Prix despite one of the largest budgets in the sport. Since then, Toyota’s Gazoo Racing division has thrived in endurance racing and rallying, but the door to F1 has never fully closed.

Now, with a deepening alliance with Haas, is Toyota quietly positioning itself for a dramatic return to the grid?

Haas Hires Pierre Genon to Manage Toyota Partnership

The Haas-Toyota alliance, announced in late 2024, includes driver development, engineering support, and a state-of-the-art simulator program. As the smallest team on the F1 grid, Haas hopes that Toyota’s technical resources will help it build on a promising 2024 season, where it finished seventh in the Constructors’ Championship with 58 points—its best result since 2018.

To oversee this collaboration, Haas has brought in Pierre Genon, a highly respected F1 engineer who spent 12 years at Lotus/Alpine and has extensive experience in WEC, WRC, and LMP1.

Genon took to LinkedIn to express his excitement about the move:

“I am extremely excited to finally join MoneyGram Haas F1 team this coming week as Toyota project manager, with the key accountability to drive the collaboration between Haas F1 and Toyota Gazoo Racing.”

“I have everything to learn about the team, the project, and the partner, and the state-of-charge is at 100 per cent for a challenge which will be quite different from the previous one.”

This move signals that Toyota isn’t just providing resources—it wants a deeper, more hands-on role in Haas’ operations.

Is Toyota Eyeing a Full F1 Comeback?

While Toyota remains tight-lipped about a return as a full-fledged constructor, recent comments from Masaya Kaji, Toyota’s Global Motorsport Director, suggest the company is evaluating its position.

“We are, of course, studying the technologies for 2026 and even current technologies,” Kaji told Motorsport.com. “I feel we’re gradually moving in that direction.”

However, he was quick to temper expectations:

“We’re not at a stage where we would redirect all our resources there [to a full comeback]. What happens after 2030 is still uncertain.”

Toyota hasn’t ruled out a return, but Kaji made it clear that the cost of running an F1 team remains a major hurdle.

“If we had our own team, we could choose which drivers to put in the car. In that sense, it would indeed bring us closer to putting drivers in F1,” he admitted. “But realistically, we have to evaluate how much money and how many staff members would be required to make that happen.”

Instead, Toyota sees its partnership with Haas as a stepping stone rather than an immediate takeover. By embedding itself within Haas, Toyota can gradually gain experience in modern F1 without committing to the enormous costs of running a standalone team.

Would Gene Haas Actually Sell?

For Toyota, the easiest path back to the grid would be to buy Haas outright—a move that many insiders suspect could happen in the coming years. But Haas team principal Ayao Komatsu insists the team isn’t for sale.

“Gene [Haas] is not selling the team,” Komatsu stated firmly at the Mexico City Grand Prix. “Every single time he’s asking me, how can we go better? What can we do to make the car go faster?”

“He’s not interested in selling. I believe he had so many offers, actually, but he refused every single one of them.”

Still, Komatsu admitted that the deal with Toyota is “long term, very long term.”

That raises the question: If Toyota sticks around long enough, could it eventually make an offer Haas can’t refuse?

What’s Next for the Haas-Toyota Partnership?

For now, Toyota is staying in the shadows, offering Haas key technical support. But the relationship is growing stronger, and if Toyota eventually decides to re-enter F1, Haas could be the perfect launchpad.

Possible Scenarios for the Future:

  1. Haas Remains Independent: Toyota continues as a technical partner, but Haas stays under Gene Haas’ ownership.
  2. Toyota Increases Its Influence: Toyota gradually expands its involvement, possibly gaining naming rights or co-ownership over time.
  3. Full Takeover by 2030: If Toyota’s long-term evaluation leads to a full return, a Haas buyout would be the easiest and most logical route.

With Formula 1 rapidly expanding, new manufacturers and investors are circling. Toyota may not be ready for an immediate takeover—but all signs point to a slow and steady march back onto the grid.

The only question left is: How long before Haas becomes Toyota F1?

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