Cadillac is set to reveal the livery of its new Formula 1 car during a Super Bowl advertisement on February 8, 2026. This announcement comes as the luxury brand joins the F1 grid as the 11th team, alongside drivers Sergio Perez and Valtteri Bottas.
Distinct Marketing Strategy
The decision to launch the livery during the Super Bowl aims to connect with a broader audience in the U.S. and beyond. Cadillac believes this bold move reflects both its American heritage and its innovative spirit. According to Nielsen, the last Super Bowl drew 127.7 million viewers, marking the largest single-network telecast in U.S. history.
Car Unveiling During Major Event
Formula 1 teams typically select a range of methods to introduce their new cars, including online launches and physical events. However, Cadillac’s choice to unveil its livery during America’s premier sporting event is unprecedented.
CEO Statement
Dan Towriss, CEO of TWG Motorsports, expressed pride in this unique endorsement. He stated, “The Super Bowl combines sports, entertainment, and storytelling, effectively showcasing the Cadillac Formula 1 Team.” He emphasized the importance of presenting the brand in a bold and innovative way.
Timeline Ahead
- Super Bowl Advertisement: February 8, 2026
- First Publicly Televised F1 Test: February 11-13, 2026, in Bahrain
- Second Test: February 18-20, 2026
- Debut Race: March 8, 2026, at the Australian Grand Prix in Melbourne
Engine Supply and Facilities
Initially, Cadillac will enter the sport using Ferrari engines. However, the company has ambitious plans to develop its own American-made engines by the end of the decade. Construction is already underway at an engine facility in Concord, North Carolina.
Strategic Locations
Cadillac’s F1 operations will span multiple locations. A factory is being constructed in Silverstone, England, to leverage local technical expertise. Additionally, the brand will make use of General Motors facilities in Warren, Michigan, and Charlotte, North Carolina.
