Cadillac unveils Times Square countdown for Super Bowl F1 livery reveal

Cadillac is generating massive hype for its Formula 1 team launch with a multi-million dollar Super Bowl advertisement and a physical 'Countdown Box' in New York's Times Square, designed to culminate in the full reveal of its 2026 car's livery. The marketing blitz marks a pivotal moment for the new team as it transitions from testing in a camouflage scheme to establishing its public identity on one of the world's biggest stages.

Why it matters:

The scale of this reveal underscores Formula 1's explosive growth in the American market and Cadillac's serious commitment to making an immediate impact. By leveraging the Super Bowl's massive audience and a landmark location like Times Square, the team isn't just announcing a paint scheme—it's executing a high-profile invitation for American fans to join its journey from day one, aiming to build a passionate following before the car even turns a wheel in competition.

The details:

• The core of the launch is a prime-time television spot scheduled for February 9 during the Super Bowl broadcast, an ad slot that costs millions of dollars, signaling the automaker's significant financial investment.
• To build anticipation, a chrome-clad 'Cadillac Countdown Box' will be installed in Times Square from February 6-9. The box will contain a replica of the team's F1 car with its new livery.
• The box features a frosted glass exterior that will only show silhouettes and motion inside, alongside a large digital countdown clock, keeping the final design secret until the appointed time.
• Immediately after the Super Bowl concludes, the frosted glass on the Times Square display will clear to reveal the car and livery in full, remaining on public view through the next day.

What's next:

This lavish reveal is just the first public step for the Cadillac F1 project. The focus will swiftly shift from marketing to on-track performance, as the team prepares for pre-season testing with its actual challenger. The success of this high-stakes promotional campaign will be measured by the team's ability to convert the generated buzz into long-term fan engagement and, ultimately, translate its financial and technical resources into competitive results on the circuit.

Cadillac CEO Dan Towriss framed the event as foundational, stating, "The unveiling of a livery in Formula 1 is an important moment as it is a reflection of the team’s identity. The reveal at the Super Bowl and in Times Square represents both a launch moment and an invitation for fans to join in our journey."