Haas Automation announced early on Thursday morning that they have entered into a partnership with Scuderia Ferrari, effective immediately. As a result of the partnership, Oxnard, California-based HAAS Automation’s logos will be placed on the lower side pods of Ferrari’s F 14 T’s driven by Fernando Alonso (No. 14) and Kimi Räikkönen (No. 7) starting at this weekend’s Grand Prix of Great Britain at Silverstone Circuit. The deal is for the rest of the 2014 World Championship and all of the 2015 World Championship.
Haas Automation officially looks at the move as a way to get their feet wet in Formula One before Haas Automation’s owner, Gene Haas, enters Formula One with his own team, Haas Formula, in 2016. Naturally, Haas is quite happy with the move.
“Haas Automation is a premium brand, and there’s no better way to drive that point home than to connect it with Scuderia Ferrari on motor racing’s biggest stage,” Haas said in a press release. “Scuderia Ferrari is F1’s most prestigious and decorated team with a large, loyal and passionate fan base. Exposing Scuderia Ferrari fans and Ferrari customers to the quality of Haas Automation CNC machine tools is an important first step to expanding our global reach.”
Marco Mattiacci, Scuderia Ferrari’s recently appointed Team Principal, is happy to have Haas Automation onboard.
“We are pleased to welcome Haas Automation as our newest Official Supplier,” Mattiacci said. “Over the past few months, we have been exploring with Haas a number of potential areas of collaboration, and this agreement is an immediate opportunity that we are pursuing, which proves Haas’ interest in Formula One. This collaboration will enable Haas Automation to reinforce its brand awareness and promote its products and services around the world, thanks to the appeal of Scuderia Ferrari and the global reach of Formula One. We are therefore delighted to make this announcement, which sees another premium brand join our portfolio of partners. In parallel, but as a separate project, Haas is committed to entering Formula One with its own team, a testimony to the growing appeal of our sport in the USA and on this front, technical discussions are ongoing between us.”
While Haas Automation is well-known the world over for their CNC machine and tools, Mattiacci’s comments are quite telling for the future. They set up a potential collaboration between Scuderia Ferrari and Haas Formula starting in 2016.