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

  • Published on 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)

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  • 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: 583

    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
  • 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

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