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Formula 1 · temporary class logo on black

Haas's Godzilla F1 livery puts cultural fit in focus

Formula 1 · temporary class logo on blackOfficial class logo

Haas will run a one-off Godzilla livery at the United States Grand Prix to promote Godzilla Minus Zero. Its Motorsport Partnerships and Marketing Leader, Francois Puentes, says brand collaborations must fit the team’s culture.

From the GPBeat newsroomPublished · · 1 min

Haas will sport a one-off Godzilla-themed livery at the United States Grand Prix to promote the new film Godzilla Minus Zero. The design marks a departure from the team’s regular scheme.

“Whenever we look at brand collaborations it has to be a cultural fit with who we are as a team,” said Francois Puentes, Haas’s Motorsport Partnerships and Marketing Leader.

That makes a special livery a balancing act: the car carries the team’s identity while also serving as a fast-moving billboard for partners seeking exposure. Puentes’s cultural-fit standard speaks to that tension.

Sources 01
  1. PRIMARY SOURCEINSIGHT: How F1 teams create special one-off liveriesFormula 1