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Haas ready to capitalize on its American identity in F1

As the only American team racing in Formula 1, Haas believes the time is now right for it to try and capitalize on its American identity and on its home country's growing interest in the sport. Thanks to Formula 1's surge in popularity in recent years in America, due in part to the tremendous success of the Netflix series 'Drive to Survive', the country now enjoys a significant fan base. That solid foundation has enabled F1 to boost its presence in the US to three races in 2023, with Austin and Miami joined next year by destination city Las Vegas. Haas' main purpose for entering F1 in 2016 was to grow the brand recognition of its eponymous sponsor, Haas Automation. But beyond that quest,...
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