Being inconspicuous in a high-profile, global championship at the pinnacle of a sport is quite difficult, but modern Formula 1 newcomers tend to adopt modest targets as a matter of caution. Nobody wants to be the 1999 BAR of the current grid, declaring grand ambitions and falling well short.
The launch of Haas's new-for-2019 livery and identity was a departure from that recent tradition. Team boss Gunther Steiner and his drivers Kevin Magnussen and Romain Grosjean were as guarded as you might expect from seasoned F1 competitors before testing has even begun. But in the space of 24 hours, William Storey, the CEO of new Haas title sponsor Rich Energy, did not just avoid the usual script. He tore it to shreds.
Storey compared critics of his energy drinks company to those who claim the moon landing was faked, or believe that Elvis is still alive. He said critics are "not on the same planet" as him. He eyed challenging Red Bull on-track with Haas, which he labelled the best-run team with "the best business model" in F1. Off track, he wants to take serious business away from the world leader in energy drinks.