Haas F1 sues Gunther Steiner for book's trademark violations

In an unexpected turn of events, Haas Automation, the parent company and sponsor of the Haas F1 Team, has initiated legal action against its former team principal, Guenther Steiner.

The lawsuit alleges that Steiner's recently published autobiography, "Surviving to Drive," unlawfully used and displayed Haas Automation's trademarks and trade dress without permission.

Trademark infringement allegations

According to the court documents, Haas Automation claims that Steiner "authored, marketed, promoted, sold, distributed, and profited from" the book, which featured the company's trademarks and trade dress "for Steiner's personal financial gain and illicit profit."

The complaint alleges that Haas Automation never consented to the use of its intellectual property in the book.

Failure to resolve dispute amicably

The lawsuit further states that Haas Automation had notified Steiner of their concerns before initiating legal proceedings, but the former team boss failed to take any "action to cease or mitigate his infringing acts."

This lack of resolution prompted the company to file the lawsuit, seeking damages and a trial by jury.

Book's commercial success cited

Haas Automation's court papers highlight the book's commercial success, claiming that

"as of January 2024, the Accused Product has exceeded sales of at least 150,000 units and generated revenue of at least $4,500,000."

The company argues that Steiner's use of its trademarks and trade dress on the book's cover and within its pages constitutes a violation of its intellectual property rights.

Fair use defense likely

While Haas Automation asserts its ownership of several federally registered trademarks for its CNC machine tools business and motorsport activities, the key issue in this case will likely revolve around whether Steiner and his publisher, Ten Speed Press, can claim fair use.

Fair use provisions allow for the use of trademarks without consent for purposes such as commentary, criticism, news reporting, and comedy.

Escalating legal tensions

This lawsuit from Haas Automation comes just days after it emerged that Steiner was taking legal action against the team for non-payment of commissions he claims he is owed.

The escalating legal tensions between the two parties have put their once-successful partnership under intense scrutiny, with the outcome of these legal battles potentially having far-reaching implications for both sides.