While the grid for the 2026 F1 season has been buzzing for months, Cadillac chose the loudest stage in American sports to finally show its true colors.
In a cinematic blitz during the Super Bowl halftime show, the Detroit giant officially pulled the silk off its maiden Formula 1 livery, signaling that the American era of Grand Prix racing isn’t just coming – it’s here.
Sweeping shots of Times Square billboards and high-contrast studio visuals built toward the reveal of a Ferrari-powered challenger that, while still nameless, already carries a distinct visual identity.
The car’s paintwork is split cleanly down the middle in a bold two-tone concept: a grayish white on the left flank, deep black on the right. The result is striking, theatrical, and impossible to ignore.
It is a visual gamble that evokes memories of the 1999 BAR 01, though Cadillac’s execution feels decidedly more 21st-century.
A Fusion of Culture and Competition
While the car's official name remains a mystery, its sidepods proudly display the initials of the team's owner, TWG. Despite the early stage of the project, several heavy hitters have already claimed real estate on the carbon fiber.
Swedish software firm IFS sits prominently on the rear wing, while the bargeboards feature the iconic American bourbon brand Jim Beam.
As expected, the car also carries a distinct Latin flavor. Both Claro and Telcel – the longtime precious partners of Sergio Perez – are visible, alongside the iconic Tommy Hilfiger logo on the nosecone. It’s a sponsor lineup that reflects the veteran experience of the team’s driver pairing.
Both Perez and Valtteri Bottas are making high-profile returns to the grid after a year away in 2025, bringing a combined 106 podiums and 16 victories to the fledgling outfit.
Reflecting on the bold reveal, Cadillac F1 CEO Dan Towriss emphasized that the look of the car is a mission statement for the brand's entry into the pinnacle of motorsport.
“This livery represents far more than a paint scheme; it represents who we are and what we bring to Formula 1,” Towriss said.
“Every detail is intentional: bold, modern, and unmistakably American, while respecting the heritage and precision that define this sport.
“Choosing to reveal our first race livery during the Super Bowl and in the heart of Times Square is a way to introduce our identity to the world at the intersection of performance, culture, and entertainment, and to connect with fans in places far beyond the paddock.”
Team principal, Graeme Lowdon added:
"Im incredibly proud to reveal the colors of our 2026 Formula 1 challenger.
"We are a team built on bold ambition and leadership in innovation, values which we exhibited today by tapping into one of the most culturally significant sporting events in the world in a manner that has never been done by a Formula 1 team before.”
If Sunday’s Super Bowl reveal proved anything, it’s that the American giant has no intention of entering Formula 1 quietly.
The engine note may still be a month away from echoing across a circuit, yet Cadillac has already ensured that its colors – split cleanly between light and dark – are firmly etched into the sport’s consciousness.
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