The astonishing bravado behind Haas's extreme makeover

The astonishing bravado behind Haas's extreme makeover

The Haas Formula 1 team has a new look and title sponsor for the 2019 season. The American team is now adorned with the black and gold colours of Rich Energy, which is led by an outspoken boss. Is the company's boldness to be believed?

Being inconspicuous in a high-profile, global championship at the pinnacle of a sport is quite difficult, but modern Formula 1 newcomers tend to adopt modest targets as a matter of caution. Nobody wants to be the 1999 BAR of the current grid, declaring grand ambitions and falling well short.

The launch of Haas's new-for-2019 livery and identity was a departure from that recent tradition. Team boss Gunther Steiner and his drivers Kevin Magnussen and Romain Grosjean were as guarded as you might expect from seasoned F1 competitors before testing has even begun. But in the space of 24 hours, William Storey, the CEO of new Haas title sponsor Rich Energy, did not just avoid the usual script. He tore it to shreds.

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