Cadillac Reveals Debut Formula 1 Livery in Super Bowl
Cadillac has revealed its first Formula 1 livery, using a Super Bowl advertisement to introduce the new team’s colours to a global audience.
The American marque, set to join the grid in 2026, unveiled the design during a fourth-quarter commercial in the NFL championship game between the Seattle Seahawks and New England Patriots. The reveal followed a pre-season shakedown in Barcelona, where the car ran in a temporary blacked-out livery ahead of the official launch.
Design details
Cadillac’s yet-to-be-named challenger will feature a distinctive split design, with a grey-white finish on the left side and black on the right. The concept echoes the two-tone BAR livery seen during the 1999 Formula 1 season, created to accommodate multiple sponsors.
Branding on the car remains limited at this stage. Team owner TWG appears on the sidepods, while Swedish software firm IFS features on the rear wing endplates. Jim Beam and Mexican telecommunications group Claro are displayed on the bargeboards, with Claro’s sister brand Telcel appearing discreetly near the cockpit. Fashion label Tommy Hilfiger is among several logos on the nose.
The team will run Ferrari power units and field an experienced driver line-up of Valtteri Bottas and Sergio Perez, with American Colton Herta named as development driver. Bottas and Perez return to the grid after sitting out the 2025 season, bringing a combined total of 16 grand prix victories and more than 100 podium finishes.
«This livery represents far more than a paint scheme. It shows who we are and what we bring to Formula 1,» said Cadillac F1 CEO Dan Towriss. «It is bold, modern and unmistakably American, while respecting the heritage and precision of this sport.»
Towriss added that unveiling the car during the Super Bowl and in the heart of Times Square was designed to introduce the team beyond the paddock and connect with fans at the crossroads of sport, culture and entertainment.
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