Cadillac’s Grand American Debut in Formula 1
Cadillac is set to make a monumental entry into the world of Formula 1, marking the 2026 season with a splash that is quintessentially American. The American luxury car manufacturer will reveal the livery of its maiden F1 car during a Super Bowl advertisement on February 8, 2026, long before the season opener at the Australian Grand Prix on March 6-8. This strategic move underscores Cadillac’s commitment to leveraging the vast and enthusiastic American market, aligning perfectly with Formula 1’s growing popularity in the United States.
Dan Towriss, the CEO of Cadillac’s F1 team, encapsulates the significance of this moment: “The Super Bowl is one of the rare moments in American culture where sports, entertainment, and storytelling come together. It gives us a chance to introduce the Cadillac Formula 1 Team on a stage that reflects who we are.” Towriss emphasizes Cadillac’s proud American heritage and the brand’s intention to present itself as bold, innovative, and uniquely American. This reveal is just the beginning of Cadillac’s ambitious journey in F1, a journey that is already generating significant buzz and anticipation.
The Super Bowl: A Stage for American Heritage
The Super Bowl, known for its extravagant halftime shows and innovative advertisements, provides Cadillac with an unparalleled platform to showcase its F1 car. The event’s massive viewership—over 127.7 million for the 2025 edition—ensures that Cadillac’s reveal will reach a broad and diverse audience. The Super Bowl is more than just a football game; it is a cultural phenomenon that captivates the nation, and Cadillac’s decision to debut its livery during this event underscores its strategic marketing acumen. Ad slots during the Super Bowl are highly coveted, with a 30-second spot costing around $8 million. While Towriss did not disclose the exact amount Cadillac spent, he confirmed it was a “typical Super Bowl spend,” highlighting the brand’s serious investment in this high-profile reveal.
Following in F1’s Footsteps
Cadillac’s Super Bowl ad is not the first time Formula 1 has made an appearance during the big game. In 2025, a teaser for the F1 film was shown during the pre-game show, generating considerable interest and excitement among American audiences. Cadillac’s ad will build on this momentum, further solidifying F1’s presence in the US market. The American marque will join a growing list of F1 teams revealing their 2026 liveries, including Red Bull and Racing Bulls (both on January 15), Alpine (January 23), and Aston Martin (February 9). This coordinated effort to unveil new designs and technologies is a testament to the competitive spirit and innovation driving the sport.
Preparing for the Track
While the Super Bowl ad will be a moment of national recognition, Cadillac’s journey to the 2026 season began long before the cameras rolled. The team has been diligently preparing for its debut, with plans to conduct its first run of the 2026 machine in January. Veteran drivers Sergio Perez and Valtteri Bottas, both known for their experience and skill, will take the car out for initial testing. These early runs will provide valuable data and insights, ensuring that the team is well-prepared for the rigorous pre-season tests. The first pre-season test is scheduled for January 26-30 in Barcelona, followed by two additional tests in Bahrain on February 11-13 and February 18-20. These tests will be crucial for the team to fine-tune the car and ensure it is competitive when the season kicks off in Melbourne.
A Bold and Innovative Approach
Cadillac’s approach to its F1 debut is characterized by its boldness and innovation. By choosing the Super Bowl as the stage for its livery reveal, the brand is not only tapping into the American market but also setting a new standard for how F1 teams launch into the sport. This strategic move reflects Cadillac’s commitment to being more than just another team; it aims to be a trailblazer in F1, bringing a fresh, American perspective to the global racing circuit. The team’s focus on innovation and American heritage is evident in every aspect of its preparation, from the choice of drivers to the design of the car.
Building Anticipation and Engagement
As Cadillac prepares to take the F1 stage, the anticipation among fans is palpable. The Super Bowl ad will serve as a pivotal moment, not just for the team but for the sport as a whole. By aligning with one of the most-watched events in the United States, Cadillac is ensuring that its debut will be seen by millions, potentially attracting a new generation of F1 fans. This strategic move is also a reflection of the growing synergy between American sports and international motorsports, a trend that is likely to continue in the coming years. As Cadillac embarks on its F1 journey, it is clear that the brand is committed to making a lasting impact on the sport, one that will be remembered for years to come.
