Charlotte, North Carolina - Formula One is known throughout the world for its glitz and glamour, where money seems to flow freely and teams spend millions to stay competitive.
In contrast, Tuesday's launch in Charlotte, North Carolina, of a new Formula One team that is to compete for the first time in 2010, was refreshingly simple.
Team leader Ken Anderson and Peter Windsor, who is responsible for the sporting side of the USF1 team, held a 30-minute press conference at their Charlotte headquarters, broadcast by the American TV station SpeedTV, where they presented their goals and plans for the future of their new team.