Cadillac set for high profile Super Bowl 2026 livery reveal!

Cadillac is wasting no time making a statement as Formula 1’s newest entrant. No moody factory roll-out, no Instagram teaser campaign – just a prime-time TV spot beamed into 130 million living rooms. Welcome to F1, Cadillac style!

The American marque has announced it will unveil the livery of its 2026 F1 challenger during a primetime commercial at the Super Bowl on Sunday, February 8—marking one of the boldest and most uniquely American launches in the sport’s history.

The move aims squarely at tapping into the cultural force of the NFL’s big event, a broadcast that continues to rewrite viewing records.

According to Nielsen, the 2025 showdown between the Philadelphia Eagles and Kansas City Chiefs drew 127.7 million viewers, making it the largest single-network TV audience in U.S. history.

Kendrick Lamar’s halftime performance alone averaged 133.5 million viewers, the highest ever for a Super Bowl show. For Cadillac, the platform offers unparalleled visibility as it introduces itself to millions of potential fans.

Cadillac F1 CEO Dan Towriss said the decision reflects the team’s desire to make a distinctly American entrance.

“The Super Bowl is one of the rare moments in American culture where sports, entertainment and storytelling come together, and it gives us a chance to introduce Cadillac Formula 1 Team on a stage that reflects who we are,” he said.

“We’re proud of our American heritage and we want to show up in a way that feels bold, innovative and distinctly ours. This is just the beginning, but it’s a moment I’m incredibly proud of.”

A New Era: Cadillac Joins the Grid as F1’s 12th Entrant

Cadillac’s 2026 debut will make it the 12th team on the Formula 1 grid – an expansion that promises to shake up the competitive landscape.

Its arrival marks General Motors’ most ambitious motorsport project in decades, one that blends cutting-edge engineering with the cultural clout of one of America’s most storied automotive brands.

GM has steadily built momentum toward this moment, leaning on its vast technical resources, an established motorsport footprint, and a renewed push to position Cadillac as a global performance marque.

The brand has emphasized that its venture into F1 isn’t just about joining the world’s premier motorsport – it’s about representing American innovation on a global stage.

A Veteran Line-Up With U.S. Star Power in Reserve

To spearhead its inaugural season, which will be managed by F1 veteran Graeme Lowdon, Cadillac has signed up two of Formula 1’s most experienced and respected competitors: Sergio Pérez and Valtteri Bottas.

Between them, the pair brings more than two decades of race experience, multiple Grand Prix victories, and reputations as consistent, high-performing operators capable of guiding a brand-new team through its foundational years.

Further strengthening its American identity, the team has appointed IndyCar standout Colton Herta as its reserve driver. Herta, long tipped as a future U.S. F1 talent, adds domestic excitement and ensures Cadillac’s garage will have a strong American presence throughout the campaign.

With a Super Bowl reveal, a heavyweight driver pairing, and a brand name synonymous with American performance, Cadillac’s entry into the world of Formula 1 is shaping up to be one of the most anticipated team launches in recent memory.

The world will get its first glimpse of the Cadillac 2026 challenger on February 8 – under the brightest lights in American entertainment.

Read also: Lowden lifts lid on Cadillac’s F1 pre-season preparations

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