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Legal Battle Revs Up: Haas Sues Former F1 Team Boss Steiner Over Book Trademark Infringement Amid Counterclaims



Haas launches legal battle in response to book lawsuit targeting ex-F1 team leader Guenther Steiner

Haas has commenced a lawsuit against ex-F1 team chief Guenther Steiner.

Haas has initiated a lawsuit against their ex-Formula 1 team boss, Guenther Steiner, as a counteraction to the legal proceedings he started against them.

In recent news, it came to light that Steiner has initiated legal proceedings against Haas, alleging that the team owes him money. Additionally, he claims that the American racing team has continued to utilize his image for their promotional activities.

Haas has responded by initiating their own lawsuit against Steiner, accusing him of violating trademark rights in his memoir, "Surviving to Drive".

Haas Automation, the parent company, contends that Steiner and his publisher, Ten Speed Press, have utilized visuals in violation of trademark regulations.

In 2023, Steiner independently wrote, advertised, pushed into the market, sold, dispersed, and earned money from a work named “Surviving to Drive” (referred to as the “Accused Product”), which illegally utilized and showcased, and still does, Haas Automation's Trademarks and Trade Dress to boost his own economic benefit and unlawful earnings, according to legal documents filed in the Central District of California, Western Division.

Haas Automation did not give permission for Steiner to utilize the Haas Automation Trademarks or the Haas Automation Trade Dress on the product in question.

Haas Automation clarified that legal proceedings were started to pursue damages because Steiner did not address the issues that were brought up.

"Before filing the lawsuit, Haas Automation formally notified Steiner about the issue, yet Steiner has not made any effort to stop or lessen his infringing behavior, leading to the need for this legal action," the lawsuit states.

"Steiner markets and advertises the Contested Product through numerous channels, such as print and online platforms, infringing upon the unique intellectual property rights owned by Haas Automation."

Online sources reveal that by January 2024, the product in question has surpassed sales of over 150,000 units, resulting in earnings of no less than $4.5 million.

Steiner, who led Haas since its establishment in 2014 until his unexpected exit at the close of 2023, alleged that the US-based team breached a contract of employment he held.

"Having spent many years in motorsport and establishing relationships across the Formula 1 landscape, Mr. Steiner immediately lent Haas F1 a sense of legitimacy upon assuming his role as team principal," stated Steiner's lawsuit.

Upon the premiere of Netflix's acclaimed show Drive to Survive, Mr. Steiner's distinctive character and fame swiftly elevated Haas F1 to a top choice among fans in the series, simultaneously turning Haas F1 from a budding racing team into a powerful entity within the F1 arena.

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