By The TENS Magazine Editorial Staff
NEW YORK: The Cadillac Formula 1 team has officially introduced its inaugural 2026 livery in a dual-market activation that spanned both the Super Bowl broadcast and Times Square. The reveal marks the public entry of General Motors into the sport as the 11th team on the grid.
Leveraging the massive viewership of Super Bowl LX, the American manufacturer showcased a marketing strategy designed to position the team as a disruptor in a sport historically dominated by European constructors.
The Super Bowl Spot
The primary reveal occurred during the fourth quarter of the championship game between the Seattle Seahawks and the New England Patriots. Cadillac aired a cinematic commercial that utilized archival audio from President John F. Kennedy’s 1962 “We choose to go to the Moon” speech at Rice University.
The advertisement juxtaposed historical ambition with modern engineering. Authentic audio from NASA’s Apollo missions was used to frame the entry of Cadillac into Formula 1 as a comparable technological challenge. The spot concluded with the first clear look at the race car, which features a sharp, asymmetric design dominated by black and silver with chrome accents.
Times Square Activation
Simultaneous with the broadcast, Cadillac executed an experiential campaign in New York City. From February 6 to February 9, a chrome-clad “Cadillac Countdown Box” was installed in Times Square. The structure featured frosted glass that obscured a full-scale showcar replica inside.
Moments after the Super Bowl commercial aired, the glass enclosure transitioned to clear transparency. This revealed the car to the public and allowed fans on-site to view the livery immediately.
Technical and Team Details
The revealed livery highlights a commercial portfolio that includes TWG AI as a primary backer, alongside major global brands such as Tommy Hilfiger, Jim Beam, and IFS. The cockpit side features branding for Claro, the longtime partner of driver Sergio Perez.
The team, formed through a partnership between Andretti Global and General Motors, will field two veteran drivers for its debut season: Sergio Perez and Valtteri Bottas. While the marketing launch focused on American spectacle, the racing operations team is currently in Bahrain preparing for pre-season testing.
Strategic Implications
The decision to launch via a Super Bowl slot—typically valued at over $7 million for 30 seconds—signals a significant financial commitment from General Motors. Executives have framed the strategy as an effort to democratize the sport for American audiences, moving away from exclusive, invite-only launch events typical of the Formula 1 paddock.
