Rich Energy targets Red Bull 'on and off' the track

  • 07 Feb 2019 16:44
  • comments 9
  • By: Fergal Walsh

Rich Energy CEO William Storey says that it is aiming to become more superior than Red Bull, a rival energy drink company that is present on the current F1 grid.

Haas presented its 2019 livery in London on Wednesday, which contained branding from Rich Energy, who will be Haas' title sponsor for the upcoming campaign. However, the American squad has a big bridge to cap to close down Red Bull.

Speaking at the launch event, Storey says that Haas will try to beat Red Bull “on and off the track”, but later expanded on his comments.

“We think we’ve got a real opportunity to beat them – off the track,” said Storey. “I think we’ve already beaten them [in that] we’ve got a better-looking car,” he added after the team’s new livery was revealed.

“We’re expanding very quickly, we’re taking a huge amount of business from them. Some of the biggest drinks distributors in Europe are de-listing Red Bull now.

“And I think our results will start to speak for themselves. Formula 1’s a wonderful platform for us. We’re with the best team, the best-run team, in my opinion, and equally importantly lovely people, so we’re delighted to work with Haas, we want to do it for a very long-term basis.”

Storey praised Red Bull's business model, but believes Rich Energy has a brighter future ahead: “I think Red Bull are a brilliantly-run business. I think Dietrich Mateschitz is a very clever guy. I think he created a category in 1987.

“We just feel we’ve got a better product and a better brand and we feel that there’s a little bit of apathy and, dare I say, hubris in the market place.”

Haas team principal Guenther Steiner added: “They are good in racing, they are very good. But you never know.

Last year I think we had the fourth-fastest car, we finished fifth, I know about that. But the next one up was Red Bull. We can try, if we achieve it or not I don’t know but if you don’t try for sure you don’t achieve it.

Replies (9)

Login to reply
  • Brave words. Might wanna tell that to your drivers too, before they finalize their list on DNFs they haven't tried yet.

    • + 1
    • Feb 7 2019 - 19:37
    • One could even say they are...Rich... words...

      • + 0
      • Feb 7 2019 - 19:37
    • #epicBurn
      I don't expect greatness until they get a proper talent driving those cars. Last year could have been a breakthrough year, and instead they finished 6th in the constructors (if they hadn't ripped Force India off their points)

      • + 0
      • Feb 7 2019 - 20:02
    • I know, I am Rich with Energy for these kinda comments. ;) Lets see if they manage to squander it in a similarly painful way this year, or if they actually manage to perform to their car's standards.

      • + 0
      • Feb 8 2019 - 05:11
  • xoya

    Posts: 303

    On track - good
    Off track - pfffft, good luck

    • + 0
    • Feb 7 2019 - 21:17
  • Teaming up with an American race team is a good start, but their drinks aren't even available in the US (maybe a little in select markets), and I also travel quite a bit in Asia, not lately, but I've never seen any of their drinks over their either. I have seen their sales and revenue numbers for last year though, it might be a good stock to invest in.

    • + 0
    • Feb 7 2019 - 22:20
  • mcbhargav

    Posts: 856

    So, at best, they would turn out to be another Redbull.

    • + 0
    • Feb 8 2019 - 04:50
  • blade

    Posts: 341

    Just stopped laughing at those comments - big words and so, so uncool. I hope to god they do both......kinda reminds me of Brown in his early days with McLaren - 'watch this space, this time next year we will be contenting for race wins....' Great design, not sure Ive seen this brand anywhere in the UK, will keep an eye out and give it a try, I think RedBull is okay actually, some others, like monster Ive found a bit weird.

    • + 0
    • Feb 8 2019 - 09:52
    • I dunno, it's more Boullier and Dennis than Brown really. In the world of gaming, that's referred to as the Molyneux cycle: perpetual disappointment, followed by perpetual apologies and promising better. Brown, and Dennis to some extent, have at the very least done something bigger to try to better things.

      I haven't seen it anywhere either. Red Bull I actually like, their sodas are awful though. As for my stance on Monster: see the comment I made the other day. :)

      • + 0
      • Feb 8 2019 - 15:44

Related news

Test calendar

Circuit de Catalunya - Winter testing

See full test schedule

AU Grand Prix of Australia

Local time 

  • Friday weather-image

    Saturday weather-image

    Sunday weather-image

  • Free practice 1

    02:40 - 04:10

    Free practice 3

    04:10 - 05:10

    Race

    06:10 - 08:10

  • Free practice 2

    06:40 - 08:10

    Qualifying

    07:10 - 08:10

    Fastest lap

     

AU Grand Prix of Australia

Local time 

  • Fridayweather-image

  • Free practice 1

    02:40 - 04:10

    Free practice 2

    06:40 - 08:10

  • Saturdayweather-image

  • Free practice 3

    04:10 - 05:10

    Qualifying

    07:10 - 08:10

  • Sunday weather-image

  • Race

    06:10 - 08:10

    Fastest lap

    06:10 - 06:10

Give your opinion!

Which is your favourite 2019 livery so far?

World Championship standings

Show full world champion standings

Formula 1 Calendar - 2019

Date
Grand Prix
Circuit
-
Spain
-
Spain
15 - Mar 17
Australia
29 - Mar 31
Bahrain
12 - Apr 14
China
26 - Apr 28
Azerbaijan
10 - May 12
Spain
24 - May 26
Monaco
7 - Jun 9
Canada
21 - Jun 23
France
28 - Jun 30
Austria
12 - Jul 14
United Kingdom
26 - Jul 28
Germany
2 - Aug 4
Hungary
30 - Sep 1
Belgium
6 - Sep 8
Italy
20 - Sep 22
Singapore
27 - Sep 29
Russian
11 - Oct 13
Japan
25 - Oct 27
Mexico
1 - Nov 3
United States of America
15 - Nov 17
Brazil
29 - Dec 1
United Arab Emirates
See full schedule

Formula 1 Calendar - 2019

Date
Grand Prix & Circuit
15 - Mar 17
Australia Albert Park
29 - Mar 31
12 - Apr 14
26 - Apr 28
Azerbaijan Baku City Circuit
10 - May 12
24 - May 26
Monaco Monte Carlo
7 - Jun 9
21 - Jun 23
France Paul Ricard
28 - Jun 30
Austria Red Bull Ring
12 - Jul 14
United Kingdom Silverstone
26 - Jul 28
Germany Hockenheimring
2 - Aug 4
Hungary Hungaroring
30 - Sep 1
6 - Sep 8
Italy Monza
20 - Sep 22
27 - Sep 29
Russian Sochi Autodrom
11 - Oct 13
25 - Oct 27
1 - Nov 3
United States of America Circuit of the Americas
15 - Nov 17
Brazil Interlagos
29 - Dec 1
United Arab Emirates Yas Marina Circuit
See full schedule
show sidebar