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.

This grand reveal comes as Cadillac faces the challenge of building a new F1 team and car from scratch, competing against established European powers. Their aim is to connect with both die-hard F1 fans and a new audience drawn by the sport's growing popularity.