Cadillac signals massive ambitions for Checo Perez’s 2026 F1 project by making a bold, brand-focused move off the track.
Cadillac has officially announced a new key partner move tied directly to Sergio Perez ahead of the 2026 Formula 1 World Championship, making it clear that the American team’s ambitions go far beyond lap times and race results. As Cadillac prepares for its long-awaited F1 debut, the project is being built not only around performance, but also around brand identity, reach, and long-term cultural relevance.
According to an article published by Boardroom, the U.S.-based team has made a major strategic hire by appointing Ahmed Iqbal as its first-ever Chief Marketing Officer. “The upcoming debut of Cadillac in Formula 1 is not just about building a car fast enough to compete with the best in the world,” the report explains.
“It’s about building a brand, one that feels just as bold and innovative off the track as it does inside the garage. To lead that charge, the team has appointed Ahmed Iqbal as its first Chief Marketing Officer.”
That decision highlights how differently Cadillac is approaching its entry into Formula 1 compared to traditional newcomers. Rather than focusing exclusively on engineering and race operations, the team is investing early in storytelling, fan engagement, and brand positioning—areas that have become increasingly influential in the modern era of the sport.
Cadillac’s strategy goes beyond racing
Iqbal arrives with a background that reflects Cadillac’s digital-first vision for Formula 1. A former executive at TikTok and Twitter, he steps into the role with the stated goal of turning Cadillac F1 into what he describes as “America’s home team.” That ambition carries particular weight as Formula 1 continues its rapid expansion in the United States, driven by younger audiences and online platforms.
Rather than relying solely on traditional advertising or headline sponsorships, Iqbal’s strategy is centered on community-building, creator-driven content, and cultural relevance. According to Boardroom, Cadillac believes the next generation of Formula 1 fans will be reached through digital storytelling and interaction, not just through results on Sunday afternoons.
This approach aligns closely with Cadillac’s broader objectives—and with the presence of Sergio Perez as a globally recognized driver capable of connecting multiple fan bases. While Perez brings experience, credibility, and race-winning pedigree on track, the marketing strategy ensures the team resonates off track as well.
As the 2026 season approaches, Cadillac’s investment in leadership beyond engineering underscores the scale of its ambitions. With Perez leading the sporting project and Iqbal shaping the brand’s identity, Cadillac is positioning itself as more than a new entrant—it is aiming to redefine what a modern Formula 1 team looks like in a digital-first era.