Former Red Bull team principal Christian Horner has questioned how much of Guenther Steiner’s popularity stems from his Formula 1 achievements, arguing that the Netflix series Drive to Survive played a major role in turning the former Haas boss into one of the sport’s best-known personalities.
Horner and Steiner spent several years in Formula 1 and briefly worked together at Red Bull. However, while Horner went on to oversee multiple championship-winning campaigns, Steiner became a global celebrity through his outspoken personality and memorable appearances in the Netflix documentary series.
Speaking to Autosport, Horner suggested that television editing had helped shape public perceptions of Steiner, while acknowledging the positive impact the show had on Formula 1’s audience.
Horner questions Steiner’s rise to fame
Horner believes the success of Drive to Survive owes much to its portrayal of rivalries and personalities, with the editing process playing a crucial role in how individual figures are presented.
“These guys are producing a TV show, so they take hours and hours and hours of footage, and in the end it’s all about how you edit it together. You can make someone look like a villain or a hero – or vice versa,” Horner explained.
The former Red Bull chief then turned his attention directly to Steiner’s career, suggesting that the Netflix series had transformed his public profile.
“This show was incredibly successful because it shed light on some rivalries, the personalities, the drivers, and other characters. Guenther Steiner made a career out of it. I don’t think he ever reached a podium in Formula 1.”
The remark was a pointed reference to Steiner’s lack of success in terms of race results as a team principal, despite his considerable popularity among fans.
Steiner led Haas from its Formula 1 debut in 2016 until the end of the 2023 season. Although the American team occasionally produced competitive performances, it never secured a Grand Prix podium during his tenure.
Horner remembers Steiner as a frightening character
Despite his criticism, Horner acknowledged that Steiner’s media profile helped Formula 1 reach a wider audience, particularly in the United States.
“He’s a character. When he worked for us [Red Bull], he was quite a scary character. But he brought a whole new fanbase to Formula 1, which was fantastic,” the Briton recalled.
Horner also described his first encounter with Steiner, explaining that he had little knowledge of the Italian before arriving at Red Bull.
“When I arrived at Red Bull, they said they had hired this guy who was recommended by Niki Lauda, who used to work for Jaguar, and whose name is Guenther Steiner.”
Horner admitted that his initial impression came from looking Steiner up online.
“I’d never heard of him before. When I looked him up online, he looked pretty intimidating. That was my first impression.”
The Red Bull RB2 connection
Steiner was responsible for Red Bull’s RB2, the team’s second Formula 1 car, which competed during the 2006 season. The car was powered by a Ferrari engine and experienced cooling problems during its early running.
Horner recalled the difficulties encountered during a shakedown at Silverstone in freezing conditions.
“And then Guenther showed up. He was in charge of the RB2, the Ferrari-engined car that overheated during the shakedown at Silverstone in three degrees Celsius. Adrian Newey came along a short time later and said, ‘Let’s forget about that car,'” Horner recalled with a chuckle.
Steiner subsequently moved away from Red Bull’s Formula 1 operation to work on its NASCAR project, beginning his transition into the American motorsport environment.
“That was essentially his transition to the American world,” Horner said.
Steiner eventually returned to Formula 1 with Haas, where his blunt assessments, colourful language and confrontational approach made him a central figure in Drive to Survive.
Two very different Formula 1 legacies
Horner and Steiner ultimately became known for different contributions to the sport. Horner built his reputation through Red Bull’s championship success, while Steiner became a recognisable face of Formula 1’s expanding entertainment appeal.
Horner’s comments highlight the distinction between sporting achievement and public recognition. Although Steiner never delivered a podium finish as Haas team principal, his television presence helped introduce Formula 1 to viewers who might otherwise have paid little attention to the midfield teams.
For Horner, that wider appeal remains a positive legacy, even if he believes Steiner’s celebrity status owes more to Netflix than to results on the track.
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Clara Marlowe is a Formula 1 writer at TJ13 with over 15 years of experience in motorsport journalism, having contributed features to established sports magazines such as Evo, MCN, Wisden Cricket Monthly and other digital outlets.
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