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Haas F1 team launches new brand identity

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Haas Formula is now the Haas F1 Team. Gene Haas, founder of Haas Automation and chairman of the newly renamed Haas F1 Team, opted for the name change to better correlate his team with motor racing’s most prestigious series — the FIA Formula One World Championship.

Haas F1 Team takes the place of the previous name, Haas Formula, which will remain the legal entity. Haas F1 Team will be the public and commercial name of the first American-led Formula One team since 1986. Its website, HaasF1Team.com, launched on Tuesday, as did its Facebook page, Facebook.com/HaasF1Team.

“Haas F1 Team automatically conveys our place among the pinnacle of motorsports,” said Haas, who founded Haas Automation in 1983 and has shaped it into the largest CNC machine tool builder in North America. “When you hear ‘F1,’ you know exactly what it is — a global racing series that showcases the latest technology and attracts the best talent in engineering and design. Haas Automation has an excellent reputation in the United States, and I want that reputation to grow worldwide. Connecting Haas Automation with F1 in name and in practice when the Haas F1 Team debuts in 2016 is the best way to grow our business and elevate Haas Automation to a premium, global brand.”

The FIA granted Haas a Formula One license in April. The team will operate from a 125,000-square-foot facility adjacent to Haas’ Stewart-Haas Racing NASCAR Sprint Cup Series team in Kannapolis, N.C. Construction of the F1 facility is scheduled to be completed in November.

Haas’ motorsports holdings include Haas F1 Team, Stewart-Haas Racing and Windshear.

Haas and three-time Sprint Cup champion Tony Stewart co-own Stewart-Haas Racing. It fields four entries, including the No. 14 Bass Pro Shops/Mobil 1 Chevrolet for Stewart, the No. 10 GoDaddy Chevrolet for Danica Patrick, the No. 4 Budweiser/Jimmy John’s Chevrolet for Kevin Harvick and the No. 41 Haas Automation Chevrolet for Kurt Busch. Stewart-Haas Racing employs approximately 270 people. The team won the 2011 NASCAR Sprint Cup Series championship with Stewart.

Windshear is a 180-mph, rolling-road wind tunnel in Concord, N.C., that is the first of its kind in North America. Founded by Haas, it is only the third rolling-road wind tunnel of its scale in existence and the world’s first commercially available, full-scale, rolling-road wind tunnel. Windshear is available for hire to all motorsports teams and auto manufacturers. NASCAR, IndyCar, sports-car and NHRA teams utilize Windshear, as does the United States Council for Automotive Research (USCAR), which has conducted tests on production cars at Windshear. (autoweek)

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