In a moment that blended motorsport ambition with mainstream cultural spectacle, Cadillac unveiled the livery of its first-ever Formula 1 challenger during a national TV spot at Super Bowl LX. The reveal marks a defining milestone for the American outfit, which will join the grid in 2026 as Formula 1’s 11th team.
The dramatic debut — broadcast to an audience expected to exceed 130 million — was followed minutes later by a live unveiling in New York’s Times Square, where crowds gathered to see a full-scale replica of the car illuminated against the iconic backdrop of digital billboards.
A livery built on contrast and identity
Cadillac’s maiden F1 car features a striking dual-color design: one side black, the other white, connected by a gradient composed of repeating Cadillac chevrons. The effect is both modern and symbolic, a visual identity that blends motion, heritage, and ambition.
“This livery represents far more than a paint scheme; it represents who we are and what we bring to Formula 1,” said Dan Towriss, CEO of Cadillac Formula 1 Team Holdings. “Every detail is intentional: bold, modern, and unmistakably American, while respecting the heritage and precision that define this sport.”
The reveal film, directed by Sam Piling and scored by acclaimed composer Max Richter, leans into cinematic minimalism. The asymmetry of the car — a yin‑and‑yang interplay of grit and aspiration — is central to the team’s design philosophy.
According to Towriss, choosing the Super Bowl as the launch platform was a deliberate statement of intent. “Revealing 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,” he said. “It allows us to connect with fans in places far beyond the paddock.”
A new American chapter in Formula 1
For General Motors, the livery reveal is the culmination of years of preparation and a symbol of the company’s renewed global motorsport ambitions.
“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 Mark Reuss, President of GM. “For GM, this race car showcases the American innovation, spirit, and pride we want to bring to the global stage of F1.”
The team will contest all 24 races of the 2026 season, including the three U.S. Grands Prix in Miami, Austin, and Las Vegas — a schedule that underscores the sport’s surging popularity in the United States.
History in motion. Our 2026 livery. pic.twitter.com/WbaoEpOoDA
— Cadillac Formula 1 Team (@Cadillac_F1) February 9, 2026
A team built from the ground up
Cadillac is headquartered across three locations: Indianapolis, Charlotte, and Silverstone. Formed through a partnership between TWG Motorsports and General Motors, the team has been constructed from scratch, bringing together engineering expertise, technical infrastructure, and commercial support from both organizations.
Team Principal Graeme Lowdon emphasized the significance of the moment. “I’m incredibly proud to reveal the colors 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.”
A veteran driver lineup for a new era
On track, Cadillac will be led by one of the most experienced pairings on the 2026 grid: Sergio Pérez and Valtteri Bottas, who together bring 526 starts, 106 podiums, and 16 victories.
The team’s depth extends beyond its race drivers. Former Ferrari and Sauber driver Zhou Guanyu joins as Reserve Driver, while American star Colton Herta will serve as Test Driver while simultaneously competing in Formula 2 with Hitech TGR.
With a bold identity, a seasoned driver lineup, and the backing of one of America’s most storied automotive brands, Cadillac enters Formula 1 not as a newcomer seeking permission, but as a competitor ready to make a statement.
As Reuss put it, “The momentum is building toward Melbourne and our Grand Prix debut.” And with a livery that already has the motorsport world talking, Cadillac’s arrival on the global stage is unmistakably underway.