The Cadillac Formula 1 team is set to reveal its debut livery through a Super Bowl commercial on February 8, 2026, marking a distinctly American approach to entering the sport. The announcement includes a Times Square installation in New York City, where a frosted glass box will display a car silhouette before clearing post-game. This strategy aims to introduce the team to a broad U.S. audience while highlighting its underdog story.
Cadillac's entry into Formula 1 for the 2026 season represents the grid's expansion to 11 teams, with the American outfit positioning itself as a fresh challenger amid new technical regulations. Rather than a traditional social media reveal or press event, Cadillac has opted for high-profile exposure during Super Bowl LX at Levi’s Stadium in California. The 30-second ad, costing around $7-8 million, will air to an expected 127.7 million viewers, blending entertainment with the team's narrative.
A custom installation in Times Square will build anticipation: from Friday, a frosted glass box measuring the size of an F1 car will reflect New York's lights, showing only a silhouette. The glass clears Sunday evening after the game, allowing passersby to view the livery firsthand. Hours later, the car will appear on track for a filming day at Bahrain International Circuit.
"It’s the storytelling. That’s what draws people in," said Dan Towriss, CEO of Cadillac’s F1 team, emphasizing a unique American brand identity distinct from European rivals like McLaren or Mercedes. The approach echoes the team's driver announcement in August 2025, narrated by Keanu Reeves, which garnered over 60 million social media views and confirmed Sergio Pérez and Valtteri Bottas as pilots.
Towriss highlighted reaching new fans via Netflix's 'Drive to Survive' and the 'F1' movie, while fostering unity in a divided U.S. landscape. The livery embodies Cadillac's innovation and determination, with a longer one-minute version online post-ad to encourage interaction. General Motors, an equity partner, provided guidance on the slot and production.
Bottas noted the brand's bold moves: "I knew the brand is going all in... we’re going to be a bit like rock stars." This reveal underscores Cadillac's rapid build—from scratch against established teams—using Ferrari power units initially, with plans for a GM unit in 2029.