How is Cadillac revealing its new Formula 1 car livery?

Cadillac is revealing its new Formula 1 car livery through a Super Bowl advertisement and a unique activation in Times Square.

When will Cadillac's F1 car colors be visible to the public?

The car's colors will become visible after the Super Bowl concludes on February 8th.

What is Cadillac's main goal with its Formula 1 team?

Cadillac aims to be 'America's team' on the international Formula 1 stage and grow a new fanbase for the sport.

Home / Sports / Cadillac's F1 Car Unveiled Via Super Bowl

Cadillac's F1 Car Unveiled Via Super Bowl

29 Jan

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Summary

Cadillac is revealing its new F1 car livery through a Super Bowl ad.
A special frosted glass box in Times Square will reveal the car's colors.
The team aims to be America's team on the international Formula 1 stage.

Cadillac's F1 Car Unveiled Via Super Bowl

Cadillac is embarking on a distinctive livery reveal for its debut 2026 Formula 1 season. Beginning Friday of Super Bowl LX weekend, a frosted glass box in New York City's Times Square will house a silhouette of their F1 car, with the vehicle's colors only becoming visible after the Super Bowl on February 8th.

This innovative approach bypasses traditional social media reveals and media events. Instead, Cadillac is leveraging a Super Bowl commercial, a quintessential American spectacle, to introduce its car. The brand aims to be "America's team" on the international F1 stage, showcasing innovation and its underdog narrative.

Further amplifying the reveal, the team plans a filming day at Bahrain International Circuit shortly after the Super Bowl. This strategy aligns with Cadillac's broader plan to embrace entertainment and storytelling, as seen in their cinematic driver announcement narrated by Keanu Reeves.