Cadillac unveils F1 livery in Super Bowl debut

Cadillac officially launched its Formula 1 team identity with a high-profile Super Bowl commercial, revealing a black-and-grey livery for its 2026 entry. The team, led by returning veterans Sergio Perez and Valtteri Bottas, will make its competitive debut at the season opener on March 7th, streaming on Apple TV in the U.S.

Why it matters:

The launch marks a pivotal moment for American involvement in Formula 1, leveraging the massive platform of the Super Bowl to announce its arrival to a mainstream audience. This marketing-heavy debut underscores the commercial strategy of new entrants, aiming to build a fanbase from day one in a highly competitive and established sport.

The details:

• The livery reveal was a dual-event, featuring a commercial during the Super Bowl's fourth quarter and a physical car display in New York's Times Square, where a frozen exhibit thawed to unveil the chassis.
• The car features a distinctive black-and-grey color scheme that is inverted on either side, though the team did not reveal the car's official name.
• The driver lineup brings significant experience, with Sergio Perez and Valtteri Bottas coming out of retirement after sitting out the 2025 season to lead the new team's challenge.
• Dan Towriss, CEO of Cadillac Formula 1 Team Holdings, stated the reveals were both a launch moment and "an invitation for fans to join in our journey," targeting millions via TV and a physical presence in a major public space.

What's next:

The team has already completed several days of on-track testing and is set for additional running ahead of the second pre-season test in Bahrain. All development now points towards the first race in March, where the reality of Cadillac's technical package and the comeback drivers' performance will be tested against the established grid. The Super Bowl spectacle is over; the hard work on the track begins now.