Cadillac to Unveil 2026 F1 Livery During Super Bowl 2026

Cadillac is making a bold entrance into Formula 1, opting for a high-profile Super Bowl commercial to unveil its 2026 F1 challenger's livery. This move signals an American-style, high-impact debut for the sport's newest team, aiming to capture an unprecedented audience of over 100 million viewers.

Why it matters:

Cadillac's decision to reveal its F1 livery during the Super Bowl is an audacious strategy to immediately establish its presence on a global stage, leveraging one of the biggest cultural events in the U.S. This isn't just a car launch; it's a statement about how an American brand intends to shake up the established norms of Formula 1 by tapping into mainstream American entertainment, maximizing visibility and cultural resonance right from the start.

The details:

• Unprecedented Launch Platform: Cadillac will unveil its 2026 F1 livery in a primetime commercial during the Super Bowl on Sunday, February 8, 2026. This marks one of the most uniquely American and high-profile launches in F1 history.
• Massive Audience Reach: The Super Bowl consistently draws record-breaking viewership. The 2025 game garnered 127.7 million viewers, with the halftime show attracting 133.5 million. This platform offers unparalleled exposure for Cadillac's F1 debut.
• American Heritage and Boldness: Cadillac F1 CEO Dan Towriss emphasized that the Super Bowl reflects the team's desire to make a "distinctly American entrance." He stated, "We're proud of our American heritage and we want to show up in a way that feels bold, innovative and distinctly ours."
• New Grid Entrant: Cadillac will become the 12th team on the Formula 1 grid in 2026, marking General Motors' most ambitious motorsport project in decades. The venture aims to blend cutting-edge engineering with the cultural influence of a storied American automotive brand.
• Experienced Driver Lineup: To lead its inaugural season, Cadillac has signed F1 veterans Sergio Pérez and Valtteri Bottas. Their combined two decades of experience and multiple Grand Prix victories will be crucial for guiding the new team.
• American Reserve Driver: IndyCar standout Colton Herta has been appointed as the reserve driver, adding American talent and excitement to the team's roster.

The big picture:

Cadillac's F1 entry, backed by General Motors, is more than just adding another team to the grid; it represents a significant push to position Cadillac as a global performance marque and showcase American innovation. By making such a high-impact, culturally relevant debut, Cadillac is not just joining F1; it's aiming to redefine how a new team introduces itself, setting a precedent for leveraging mainstream events to build a global motorsport following.

What's next:

With the Super Bowl reveal in 2026, the world will get its first official glimpse of the Cadillac challenger. The immediate focus will then shift to the team's pre-season preparations and initial testing to gauge their competitiveness. The combination of an experienced driver lineup and robust backing from GM suggests Cadillac is serious about making an impact, not just a spectacle, in its debut F1 season.