The Cadillac Formula 1 Team has unveiled a multi-day activation in Times Square, New York, ahead of its inaugural livery reveal during the Super Bowl on 8 February.
As part of a broader campaign to build fan anticipation for its 2026 entry, the “Cadillac Countdown” will run from 6–9 February and centres on a striking, chrome-clad structure that will house a replica of the team’s first F1 car.
Branded with team and sponsor assets, the installation includes a large digital countdown clock ticking down to the Super Bowl-aired livery reveal and shifts visual modes and content over the course of the weekend.
Once the Super Bowl broadcast concludes, the frosted glass that obscures the car inside the box will thaw, revealing the full vehicle and livery to passers-by in the heart of one of the busiest public spaces in the US.
“It’s the storytelling,” Dan Towriss, Cadillac Chief Executive Officer, told The Athletic.
“That’s what draws people in to really understand and make them interested in what’s happening here and we do want to be different.
“We didn’t come into Formula 1 to look like every other team, to copy what McLaren is doing or what Mercedes is doing. We want to bring our own authentic and unique approach to that, which is going to be very much a distinctly American brand, by leaning into that entertainment aspect.”
We didn’t come into Formula 1 to look like every other team, to copy what McLaren is doing or what Mercedes is doing.
Dan Towriss
The activation underscores Cadillac’s ambitious launch strategy, blending mainstream cultural moments with physical engagement to broaden the reach of its F1 debut beyond traditional racing audiences.
Earlier plans had already confirmed that the official race-car livery will be shown during a Super Bowl TV advertisement – one of the most-watched broadcasts in the United States each year.
Cadillac is set to compete on the F1 grid for the first time in 2026 as part of the championship’s ongoing expansion and growing commercial appeal, with the Super Bowl reveal and Times Square countdown forming the front end of its brand rollout.
