The Cadillac F1 Team did not reveal its first Formula 1 livery to the paddock, to media, or even to fans of the sport. It revealed it to America.
A 30-second slot during Super Bowl LX, in front of an audience expected to exceed 130 million viewers, followed minutes later by a physical unveiling in Times Square, ensured the team’s colours reached one of the largest mainstream audiences any F1 entry has ever addressed.
This was not a traditional launch. It was a statement of intent. For a team that will not turn a competitive wheel until Melbourne in March, Cadillac has already made itself impossible to ignore.
Here, Sector looks at five key points from the launch.
Tipping the scale
Cadillac did not reveal its livery at a factory, a livestream, or even a traditional launch event.
Costing in the region of $8-10million – it bought 30 seconds of Super Bowl airtime to put its car in front of a huge audience in an instant. Minutes later, the same car appeared in a purpose-built activation in Times Square, one of the busiest public spaces in the United States.
This was not a livery reveal, it was the launching of a brand, with Team Principal Graeme Lowdon delighted by the scale.
“I’m incredibly proud to reveal the colours of our 2026 Formula 1 challenger,” he said.
“We are a team built on bold ambition and leadership in innovation, values which we exhibited today by tapping into one of the most culturally significant sporting events in the world in a manner that has never been done by a Formula 1 team before.”
Unapologetically American
If the Super Bowl and Times Square double-reveal was not enough to hammer home the American roots of the Cadillac brand and the culture it will tap into, the use of President Kennedy throughout the commercial made sure viewers were aware.
The reveal film draws on his “We choose to go to the Moon” speech – one of the most famous expressions of American ambition and technological confidence.
That tone carries through the entire execution. Super Bowl. Times Square. Black and white livery. Stark, cinematic direction. A score by Max Richter. It is cultural, not motorsport-first.
“This livery represents far more than a paint scheme; it represents who we are and what we bring to Formula 1,’’ said Dan Towriss, Chief Executive Officer of Cadillac F1.
“Every detail is intentional: bold, modern, and unmistakably American, while respecting the heritage and precision that define this sport.
“Choosing to reveal our first race livery during the Super Bowl and in the heart of Times Square is a way to introduce our identity to the world at the intersection of performance, culture, and entertainment, and to connect with fans in places far beyond the paddock.”
Partner reveal
So far, Cadillac has aimed for quality rather than quantity when it comes to commercial and technical partnerships for its debut year in F1.
Just eight partners were confirmed before the car reveal, with TWG AI the latest and the most prominent across the livery and driver race suits.
While the likes of Claro, IFS, Jim Beam, Tenneco and Tommy Hilfiger had previously been announced, Core Scientific was also included in the unveiling.
Confirmed as the team’s Official Data Center Partner, it brings another US-based brand on board for 2026.
In July last year, a $9billion all-stock acquisition of Core Scientific was announced by CoreWeave – Aston Martin Aramco F1 Team’s Official AI Cloud Computing Partner – before being terminated in October after Core Scientific shareholders voted against the proposal.
Bold event, bold design
The 2026 regulations will leave a lot of grey area for the opening races of the year as teams come to terms with the sweeping changes – but at least Cadillac’s colour scheme is black and white.
According to the team itself, “the car is dual color, with one black side and one white side. The design gradient, which evokes speed when the car is stationary, is actually a Cadillac chevron repeating: a subtle nod to the co-ownership of General Motors and the iconic Cadillac symbol.”
It is strikingly different to the way another newcomer, the Audi Revolut F1 Team, has approached its identity – also dual-tone, but rooted in brand colours and minimalism.
Cadillac’s is cinematic. Audi’s is corporate. Both are deliberate.
Show over, now it is time to race
The Super Bowl slot and Times Square moment did their job, now the focus shifts to Melbourne where – having introduced itself to the world, Cadillac has to introduce itself to the grid.
The commercial was, in truth, just the next step en route to its first grand prix, another building block as Cadillac attempts to hit the ground running against rivals who have been in F1 for generations.
The car will now be placed into the capable hands of F1 race-winning drivers Sergio Perez and Valtteri Bottas, starting in Bahrain for pre-season testing this week.
“Unveiling our official race livery is a huge milestone in a journey that started years ago – earning our place on the grid, assembling a world‑class team, and developing a race car worthy of Formula 1,” said General Motors President Mark Reuss.
“The momentum is building toward Melbourne and our grand prix debut. For GM, this race car showcases the American innovation, spirit, and pride we want to bring to the global stage of F1.”
