Cadillac unveils bold two-tone F1 livery during Super Bowl

Cadillac used the massive platform of the Super Bowl to reveal the striking two-tone livery for its new Formula 1 team, making a loud statement of intent ahead of its 2026 debut. The car, powered by a Ferrari engine, features a clean split down the middle with grayish-white on one side and deep black on the other, creating a dramatic and modern visual identity. The reveal, amplified by a Times Square billboard campaign, signals the aggressive arrival of another American powerhouse into the sport.

Why it matters:

The Super Bowl reveal represents a masterclass in marketing ambition, instantly planting Cadillac's flag in the global consciousness far beyond the traditional F1 audience. It underscores the growing American influence in the sport and sets a high bar for how new entrants can build hype, leveraging cultural touchpoints to connect with fans. For a new team, establishing a strong, recognizable brand identity from the outset is crucial for attracting sponsors and building a fanbase.

The details:

• The livery is a bold, split-color design, reminiscent of the 1999 BAR car but executed with a contemporary flair.
• The car remains officially unnamed but carries the initials 'TWG' on the sidepods, representing the team owner.
• Key sponsors revealed on the launch-spec car include software firm IFS on the rear wing, bourbon brand Jim Beam on the bargeboards, and telecom brands Claro and Telcel, following driver Sergio Pérez.
• The driver lineup for 2026 will feature the experienced pairing of Sergio Pérez and Valtteri Bottas, who return after a year away in 2025, bringing a combined 16 wins and 106 podiums.
• Cadillac F1 CEO Dan Towriss stated the livery is intentional and "unmistakably American," designed to resonate at the intersection of performance, culture, and entertainment.

What's next:

The visual spectacle is just the beginning. The real test comes as the team continues to build its technical structure and prepares its first chassis to mate with the Ferrari power unit. All eyes will now be on the team's progress throughout 2025 as it prepares for its track debut in 2026, aiming to translate this bold marketing statement into on-track competitiveness.