Cadillac unveils first F1 car livery during Super Bowl broadcast

Cadillac Racing has chosen the biggest stage in American sports to reveal the livery for its debut Formula 1 car, unveiled during a commercial in Super Bowl LVIII. The launch marks a significant moment for the American brand's entry into the sport under the 2026 technical regulations, with Valtteri Bottas and Sergio Pérez confirmed as its race drivers.

Why it matters:

The strategic reveal during the Super Bowl, which draws over 100 million U.S. viewers, signals Cadillac's serious intent to capture the attention of the massive American market. This move is a cornerstone of Formula 1's and Liberty Media's strategy to deepen the sport's roots in the United States, leveraging a new, iconic American manufacturer to engage a broader fanbase. For General Motors, it represents a global marketing pinnacle, aligning its luxury performance brand with the pinnacle of motorsport.

The details:

• The livery reveal was integrated into Cadillac's broader Super Bowl advertising campaign, emphasizing a "live life in overdrive" theme that connects its road cars to its new racing ambition.
• The car features a predominantly black and red color scheme, a departure from Cadillac's traditional racing silver but aligning with a modern, aggressive aesthetic. Prominent Cadillac crests and new team branding are featured on the engine cover and sidepods.
• Driver Line-up: The team confirmed its full driving squad. Experienced race winners Valtteri Bottas and Sergio Pérez will form the primary line-up.
• Support Roles: Guanyu Zhou will serve as the reserve driver, while IndyCar star Colton Herta takes on the role of test driver alongside a Formula 2 campaign.
• Testing Schedule: The team has already conducted a shakedown and participated in the official pre-season test in Barcelona. Its next track appearance is scheduled for the final pre-season test in Bahrain this week.

What's next:

All eyes will be on the team's performance in the Bahrain test, providing the first real-world glimpse of the car's pace and reliability against established competitors. The true test, however, begins with the 2026 season opener. Cadillac's entry, alongside Audi's works team, is set to redefine the manufacturer landscape in F1, promising a new era of competition. The success of this high-profile marketing push will be measured by both on-track results and its ability to convert Super Bowl viewers into lasting F1 fans.