Gunther Steiner, the Haas Formula One team principal, has gained a sizable following in the United States, thanks in large part to his memorable appearances on Netflix’s Drive to Survive. His popularity could soon take a new turn as CBS, one of America’s major television networks. 

It’s fair to say that the Netflix docu-series Drive to Survive has achieved a remarkable feat in the world of Formula One. Not only has it brought the high-octane sport to a wider audience, it has also made stars out of team principals and behind-the-scenes figures.

Perhaps no one epitomises this transformation more than Haas F1 boss Guenther Steiner, who has achieved cult status in the United States in particular.

 

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Popular personality from Netflix

Steiner has emerged as one of the show’s standout characters. His straightforwardness, coupled with a no-nonsense approach to running the only American team on the grid, resonated with fans who appreciated his authenticity and passion.

Steiner’s popularity soared, especially in the United States, where Formula One had struggled to gain a foothold against the traditional motorsport giants of NASCAR and IndyCar. The Italian-born team principal’s outspokenness was a refreshing contrast to the often guarded and polished commentary typical of the F1 world. American fans embraced his underdog spirit as he often faced the challenges of running a smaller team with fewer resources than the sport’s giants.

His interactions with the drivers, whether it was the tough talk with former driver Romain Grosjean or ‘the caring guidance’ (also known as savaging the young German) of Mick Schumacher, provided some of the most memorable moments of Drive to Survive. There is a comedy edge to his manner, perhaps made more amusing by the fact that the Italian is totally unaware of how he is perceived in the moment. 

This quality is something TV executives have picked up on.

 

 

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Formula 1 in the USA

“Drive to Survive” has been credited with significantly increasing the popularity of Formula One in the US, providing an unprecedented behind-the-scenes look at the sport and attracting new fans who might not otherwise have given F1 a chance. Steiner’s role in this growth cannot be overstated; he has become the face of Haas F1, not only in the paddock but also in popular culture.

The impact of Steiner’s new-found fame extends beyond the small screen. His popularity has translated into increased exposure for Haas F1, with merchandise sales and social media followings soaring. The “Steiner Effect” has also played a role in the expansion of the F1 calendar in the United States, with the addition of the Miami Grand Prix and the upcoming Las Vegas race.

 

Rosberg takes a swipe at Hamilton

 

 

TV planning comedy show with Steiner

CBS is considering a comedy series inspired by Steiner’s unique personality in the competitive world of sport. The project, as reported by Deadline, is still in its early stages, but the concept revolves around a character heavily influenced by Steiner’s leadership style at the helm of a sports team. Steiner himself is set to take on the role of executive producer, lending his insight and experience to the development of the series, although he won’t be stepping into the spotlight as an actor.

At the moment, details about the series are scarce and Steiner admits to being a bit in the dark. He has had preliminary discussions with CBS, but is waiting for further updates.

“Months ago,” he says, “I talked to them and it’s been quiet since then. They’re trying to do something, but nothing’s moving at this point…”

 

 

 

Steiner: “I’m just the producer”

When it comes to the show’s concept, Steiner defers to the creative process, insisting that it’s the writer’s responsibility to shape the narrative. “I’m just the producer,” he explains. “They’ll come up with a concept and then we’ll see if it takes off.”

The Haas Team Principal is unsure what the hold-up could be in the series’ progress. He suggests that CBS is the party to consult for more concrete information.

“They handle everything. I’ve only had two conversations with them,” he says, hinting at the network’s interest in the project given its public announcement. Steiner is taking a wait-and-see approach, leaving fans and the F1 community curious as to what the series might entail.

With CBS’s history of producing iconic comedy series, from the satirical MAS*H to the contemporary The Big Bang Theory, the potential for a show that offers a humorous take on the high-pressure world of Formula One – through the lens of a character inspired by Steiner – is intriguing.

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