Cadillac unveils 2026 F1 livery in high-profile Super Bowl ad
Cadillac used a Super Bowl ad featuring a JFK speech to unveil the livery for its 2026 F1 team, confirming Valtteri Bottas and Sergio Perez as its drivers in a major marketing push ahead of its official entry.
Cadillac launched the livery for its 2026 Formula 1 entry with a cinematic Super Bowl commercial, leveraging one of the world's largest advertising stages to announce its colors and star driver lineup of Valtteri Bottas and Sergio Perez.
Why it matters:
The Super Bowl spot represents a massive marketing commitment, introducing the Cadillac F1 project to a mainstream American audience of over 100 million viewers. This move signals General Motors' serious intent to compete at the pinnacle of motorsport and establishes the team's visual identity years before its track debut, aiming to build fan and commercial momentum early.
The details:
- The commercial featured an excerpt from President John F. Kennedy's iconic 1962 "We choose to go to the moon" speech at Rice University, drawing a parallel between ambitious national goals and Cadillac's new F1 endeavor.
- The revealed livery will adorn the cars for returning veterans Valtteri Bottas and Sergio Perez, who are confirmed as the team's race drivers for the 2026 season.
- The video provides the first official look at the team's color scheme and branding, setting the aesthetic tone for its future challengers.
What's next:
The launch is purely a branding and marketing exercise, with the actual technical development of the 2026 car and power unit continuing behind the scenes. The team will now focus on turning the hype from this global reveal into sustained technical and commercial progress as it works towards the 2026 regulatory overhaul. All eyes will be on whether the on-track performance can eventually match the ambition shown in its high-profile introduction.