Cadillac officially introduced its Formula 1 team during the Super Bowl broadcast on Sunday night, marking the public launch of its debut season. After completing several days of on-track testing, the American manufacturer chose the iconic sporting event to unveil its entry into Formula 1, embracing a high-profile platform to reach millions of viewers.
Showcasing the Team’s Identity Through Design and Messaging
The team released a striking advertisement during the fourth quarter of the Super Bowl, featuring their new Formula 1 car with a distinctive black-and-grey livery inverted on each side. While the car’s official name was not revealed, the advert conveyed the team’s mindset of embracing challenges through a message highlighting efforts taken
“not because they are easy, but because they are hard.”
The mission begins now. Introducing Cadillac Formula 1 ® Team’s first livery. Our season kicks off March 7th streaming on @AppleTV in the US. pic.twitter.com/OlBx4jPbAI
?Cadillac Formula 1 Team (@Cadillac_F1)
Alongside the commercial, Cadillac has been generating anticipation with a frost exhibit in Times Square, where the Formula 1 car has remained on display since February 7, gradually revealing more details as the frost melts.
Mission loading… ⏱️ pic.twitter.com/kRl9om5Tcx
?Cadillac Formula 1 Team (@Cadillac_F1)
Dan Towriss, CEO of Cadillac Formula 1 Team Holdings, emphasized the significance of the dual reveal strategy.
The unveiling of a livery in Formula 1 is an important moment as it is a reflection of the team’s identity,
he explained, adding,
The Super Bowl spot will take the team into millions of homes, while the Cadillac Countdown will give a front-row view in one of the busiest areas in the US.
Towriss highlighted that the launches serve both as a debut celebration and an open invitation for fans to join their journey.
Preparing for the Racing Season With Experienced Drivers
Cadillac’s entry into Formula 1 is backed by seasoned talents Sergio Perez and Valtteri Bottas, both race winners who had taken a break during the 2025 season. Their return is seen as a key factor in the team’s competitive prospects as the campaign begins.
The team is also gearing up for extensive track sessions, including a second pre-season test in Bahrain, to fine-tune performance ahead of the season opener on March 7.
Looking Ahead to Cadillac’s Impact in Formula 1
The launch of Cadillac’s Formula 1 team signals a major move by the brand and its parent company Audi to establish a strong presence in the global motorsport arena. With high-profile exposure through both the Super Bowl and Times Square reveals, Cadillac aims to build a fanbase and generate excitement around its efforts.
As the team transitions from reveal to race preparation, all eyes will be on their progress during pre-season tests and early races, with industry watchers eager to see how this new American contender performs in one of the most demanding sports worldwide.
The mission begins now. Introducing Cadillac Formula 1 ® Team’s first livery. Our season kicks off March 7th streaming on @AppleTV in the US. pic.twitter.com/OlBx4jPbAI
— Cadillac Formula 1 Team (@Cadillac_F1) February 9, 2026
Mission loading… ⏱️ pic.twitter.com/kRl9om5Tcx
— Cadillac Formula 1 Team (@Cadillac_F1) February 7, 2026
