In August of 2025, the FIA announced the official entry of the 2nd American team on the grid, and also the 11th team overall. Cadillac would enter the grid in the 2026 season. Cadillac’s Formula 1 project is built around the idea of being a distinctly American team, and it's a big deal because Formula One has traditionally always been a European Dominated sport. Cadillac is aligning its F1 debut with national pride.

In early December of 2025, Cadillac announced it would reveal its 2026 car differently: at the 2026 Super Bowl. Cadillac was ditching the traditional Livery Launches and heading towards a bigger stage. Livery reveals are usually aimed at existing F1 fans with livestreams, social media drops, or team events watched mostly by people already invested in the sport.

Not only that, but a Cadillac pop-up was seen in New York City, where they encased what appeared to be the Cadillac car in some frosted glass with a countdown to the Super Bowl reveal. 

Cadillac is doing something different than the rest of the teams; they are targeting more than just F1 fans but promoting themselves on a stage bigger than F1. This strategy helps Cadillac build recognition before the team ever turns a wheel on track. When casual fans later see the car during a Grand Prix, the branding won’t feel unfamiliar...it will feel like something they’ve already been introduced to.

A livery is more than paint. It represents identity, values, and intent. Launching it during the Super Bowl allows Cadillac to frame the design within a larger narrative: innovation, performance, and American engineering on a global stage.

The marketing also suggests confidence. Super Bowl airtime is expensive and highly competitive. Choosing it signals that Cadillac believes its Formula 1 project is worthy of the biggest possible spotlight.

Cadillac’s decision to reveal its Formula 1 livery at the Super Bowl is about more than exposure. It’s about identity, ambition, and timing. Attention is everything, and first impressions matter. Launching during the Super Bowl allows Cadillac to reach beyond traditional racing circles, connect with a broader American audience, and signal the scale of its ambitions from day one.

Ultimately, the reveal is less about a single event and more about setting expectations. Cadillac is announcing that its Formula 1 journey will be bold, high profile, and designed to resonate far beyond the track, which is exactly the kind of statement you make when you intend to compete on a global stage.

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