Haas has spent 10 years on the Formula 1 grid, and their journey has proved at every step of the way that they aren’t anything close to an F1 team. Not in a bad way. Haas has the smallest structure in F1 and still fights for points.

Built under the dynamic leadership of Gene Haas and Guenther Steiner back in 2016, Haas has had a topsy-turvy time in its first decade, but the credit it deserves is standing strong a decade later. A feat not many newcomers have achieved in the sport, which often guzzles money at the same rate it does fuel. 

Now under the leadership of a comparatively reserved but extremely sharp Ayao Komatsu, a Japanese engineer who previously served as the chief engineer for Lotus, Haas seems to be getting into a better structure.

Haas, which partnered with Toyota Gazoo Racing ahead of 2026, is now in part a Japanese team, and they used the Japanese GP to kick off a year-long partnership with Toho, which runs the Godzilla brand.

To their own surprise, the merchandise was in such high demand that they ran out of stock quickly. Even their car featured a special Godzilla livery. "This is not a one-off in Suzuka — we’re doing a year-long collaboration as well. So there’s more stuff coming later in the year,” Komatsu told Sports Business Journal.

He spoke about targeting the subculture of animation and the culture market as a way to tell their story, breaking away from the traditional F1 market. He said that he wanted Haas to be a disruptor. 

"For me, what makes us unique is this challenger spirit, entrepreneur streak, not necessarily the mainstream, but going against the mainstream if you like, punching above its weight (being) a bit disruptive. When I think about things like that, lots of street culture, subculture, street clothing that comes into my mind."

The aim with Haas is simple: limited resources to achieve maximum capabilities. And so far, they’ve been on the right track. Even off track, they have begun making big but uncharacteristic moves by an F1 team, like the Godzilla partnership.

How Ayao Komatsu made a "Haas version two"

While Haas might have failed to meet the demand of its quirky new F1 merchandise, and that is a success on its own for various reasons, the team hasn’t forgotten its primary motive: to go racing and achieve big points. And bigger than usual points they have amassed already.

In 2020, Haas had 0 points, and in 2021, they managed just 3. This year, Haas has come flying off the blocks, and they currently sit 6th in the constructors' standings with 18 points. The Ayao Komatsu-led team is currently ahead of Racing Bulls, Williams, Audi, Cadillac, and Aston Martins, all teams with more funds and resources than Haas.

In an interview with Road and Track, Komatsu explained how Haas' 2019 car derailed the team's journey until he took over in 2024.

"I became team principal in 2024. From that journey onwards, it's like Haas version two, and really making sure we are a proper race team and creating a correct culture—an inclusive, supportive culture without blame and working together as a team," said Komatsu.

Haas’ success comes in no small part thanks to Oliver Bearman. The British driver who rose through the Ferrari academy may have crashed out in Suzuka while avoiding a slower-going Franco Colapinto, but he has picked up crucial points, finishing seventh in Australia and fifth in China. 

In Miami, he finished out of the points in 11th, but Bearman has shown that he can extract the most out of Haas’ Ferrari power unit. Teammate Esteban Ocon has picked up 1 point after finishing 10th in Japan.

Read more at Motor Culture!

Written by

Debrup Chaudhuri

Edited by

Yask Kotak