Storey has signed a title partnership deal with Haas that officially makes the team Rich Energy Haas F1 Team, and wants to use F1 to increase exposure for his company.
The American team has dropped the red, grey and black colours associated with owner Gene Haas' company, Haas Automation, in favour of those of new title sponsor Rich Energy, a new and little-known energy drinks company from London.
As for the long-bearded Storey's comments about beating Red Bull "on the track", team boss Gunther Steiner defended the Rich Energy boss.
"It has a brand value, F1, which is unprecedented in sport and therefore for us it's a great platform and we intend on being in F1 long-term and we believe that Haas absolutely are a dream partner for us".
The team finished a career-best fifth in the constructors' standings last season, with the aim of progressing a position higher to head the midfield this campaign. "But I know that if you do not try, you will not succeed", said Steiner.
"If you do not want to take on your opponents, you will achieve nothing".
"At the moment it feels like we're doing a 100 metres race but some people are already starting 40 metres into the race, so no chance really to compete with them". How good does the VF-19 livery look?
Where will Haas be in the order?
The covers came of the new Haas VF-19 on Thursday at London's Royal Automobile Club, with drivers Kevin Magnussen and Romain Grosjean on hand to talk about the auto. "We share that completely", he told Reuters.
"But for me fuel saving in the way that we did a couple of times a year ago is a joke". But I think ultimately it's going to remain for the long-term. Sometimes, like [in] Mexico, [it] just didn't work for us, we were going eight seconds slower than what we could do with a new tyre in the race, and that's always very frustrating.
Team principal Gunther Steiner said: "I am pretty confident we have a pretty solid auto".
In Singapore past year, Magnussen took the team's first fastest lap.
Why Haas for Rich Energy? "So I don't see anything wrong with such a target", said the Danish driver.
"I don't think so in 2019".
"They have got a brilliant team principal and two drivers with personality, which is superb". Ahead of next months season-opening Australian Grand Prix.