Cadillac F1 to reveal 2026 livery during Super Bowl with Times Square countdown

The Cadillac Formula 1 team will unveil its 2026 car livery in a high-profile Super Bowl commercial, supported by a multi-day public activation in New York's Times Square. The American outfit is already on track with private testing in Barcelona, signaling its serious intent ahead of its competitive debut.

Why it matters:

This marks a major marketing offensive by a new U.S. team entering the global stage of Formula 1. Leveraging America's biggest sporting event and its most iconic public space demonstrates Cadillac's commitment to making a significant splash and building a fanbase from day one, a crucial step for any new constructor's long-term viability and commercial appeal.

The details:

• The 2026 livery will be revealed in a TV advertisement during the Super Bowl on February 8th.
• A replica Cadillac F1 car will be displayed inside a branded, chrome-clad structure in Times Square from February 6-9.
  • The structure features frosted glass showing silhouettes, with a digital countdown clock leading to the reveal.
• Team CEO Dan Towriss framed the reveal as both a launch moment and "an invitation for fans to join in our journey," aiming to reach millions via the Super Bowl and offer a "front-row view" in Times Square.
• On the operational side, the team has completed four days of private testing in Barcelona with its 2026 car.
• Team Principal Graeme Lowdon stated the team, comprised of many experienced personnel from other squads, already feels "at home" in the paddock and is present with "serious intent to contribute to the championship."

What's next:

The Super Bowl reveal will be the public's first look at the team's visual identity, a key milestone in building its brand. Following the livery launch, focus will intensify on the track, with the team continuing its testing program ahead of the 2026 season opener in Australia on March 6-8. The early and extensive testing, including dyno work in December, suggests Cadillac is leaving no stone unturned in its preparation to be competitive from the first race.