In a back-and-forth maneuver, Haas is now taking legal action against Steiner for alleged violations of intellectual property rights related to his memoir, “Surviving to Drive.”
Haas has launched a legal counteroffensive against their former Formula 1 team principal, Guenther Steiner, in response to his lawsuit against them.
Steiner’s initial legal action claimed that Haas failed to meet financial obligations and continued to use his image in promotional materials without his consent.
In a retaliatory move, Haas is suing Steiner for alleged trademark violations related to his autobiography, “Surviving to Drive.”
The parent company, Haas Automation, alleges that Steiner and his publisher, Ten Speed Press, unlawfully incorporated protected images in violation of trademark regulations.
Legal documents from the Central District of California, Western Division, detail the allegations: “In 2023, without obtaining permission or consent from Haas Automation, Steiner wrote, marketed, promoted, sold, distributed, and profited from a publication entitled ‘Surviving to Drive’ (referred to as the ‘Accused Product’), which unlawfully used and displayed, and continues to use and display, the Trademarks of Haas Automation and the Commercial Style of Haas Automation for personal financial gain and Steiner’s illicit profit,” they state.
The documents further assert that Haas Automation never granted authorization for the use of their trademarks or commercial style in Steiner’s book.
Haas Automation argues that, despite being informed of the violation before the start of the legal proceedings, Steiner did not address their concerns, leading them to file the lawsuit to seek compensation for damages.
The company highlights ongoing violations across various media platforms, noting substantial sales and revenue generated by the book: “Information available online indicates that, as of January 2024, the Accused Product has sold over 150,000 units and generated revenue exceeding $4,500,000.”
The Steiner lawsuit reflects on his tenure at Haas, which began when the team was established in 2014 and ended with his departure in 2023.
He claims that the team breached a work contract.
The lawsuit also emphasizes his influential role: “With extensive experience in motorsport and connections throughout the Formula 1 circuit, Mr. Steiner brought immediate credibility to Haas F1 as the team principal” and highlights his rise to popularity through the Netflix series “Drive to Survive,” stating: “When the acclaimed Netflix series ‘Drive to Survive’ premiered, Mr. Steiner’s reputation and personality quickly propelled Haas F1 to become a fan favorite in the series, transforming Haas F1 from a new racing team into a formidable brand in the Formula 1 circuit.”
