Haas Automation, the sponsor of the Formula One team owned by Gene Haas, is suing Guenther Steiner and his publisher, Ten Speed Press, over alleged trademark infringement.
The lawsuit was filed in the Central District of California (Western Division) on May 3, just a few days after Steiner filed a lawsuit against Haas Formula, LLC over alleged unpaid commissions and unauthorized use of his likeness.
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According to a copy of Haas Automation’s lawsuit, “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 says it did not consent to the use of these trademarks. According to the document, Haas Automation expressed its concerns to Steiner before filing the suit, but the former team principal “has taken no action to cease or mitigate his infringing acts, necessitating the instant lawsuit.” Based on the information the lawyers gathered online, Steiner’s book, “Surviving to Drive,” has generated at least $4.5 million in revenue and sold at least 150,000 copies, per the filing.
Steiner, though, is not the only party Haas Automation is alleging is at fault. According to the document, his publisher was aware that Haas Automation is “the exclusive owner of the Haas Automation Trademarks and the Haas Automation Trade Dress, but they never sought or obtained any permission, license, consent, or authorization of any kind from Haas Automation to copy, use, and display, for commercial gain, any of the Haas Automation Trademarks or the Haas Automation Trade Dress.”
Haas’ Formula One team team declined to comment.
Readers are still able to purchase Steiner’s book via digital and physical retailers. The four claims of relief include registered trademark infringement, trade dress infringement, false designation of origin and California common law unfair business practices. Included in the filing are images pulled from the book (including the front cover), and an exhibit showing which symbols are trademarked by the company and when.
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Haas Automation is seeking damages and requested a trial by jury.
Steiner served as Haas’ team principal beginning in 2014, but the two parties mutually decided not to renew his contract during the offseason. Since then, he has remained a visible figure in the paddock.
Required reading
- Guenther Steiner relishes F1 life post-Haas: ‘Being free is always fun’
- The unexpected, covert birth of Haas: F1’s original, American team
(Photo: Jared C. Tilton / Getty Images)
