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Cadillac unveiled the livery of its maiden Formula 1 challenger in a national TV advertising spot during Super Bowl LX.
The white and black scheme will be used by the American squad throughout 2026, when it makes its debut as the sport’s 11th team.
The livery was unveiled to a global audience through a national TV advertising spot during Super Bowl LX at Levi’s Stadium in Santa Clara. With an expected audience of over 130 million viewers, the Super Bowl is one of the most popular events on the planet, driving conversations at the intersection of sport, culture, and entertainment. That makes it a perfect opportunity for the team – which represents a striking new chapter in American participation in Formula 1 – to launch onto the world stage ahead of its Grand Prix debut in Melbourne.
Shortly after the ad appeared on TV, a replica of the first Cadillac F1 car was unveiled in Times Square, the busiest destination in the United States, giving fans a front-row view of the colour scheme.
The Cadillac Formula 1 Team car is dual colour, with one black side and one white side. The design gradient, which evokes speed when the car is stationary, is actually a Cadillac chevron repeating: a subtle nod to the co-ownership of General Motors and the iconic Cadillac symbol.
Drawing on cinematic craft and musical restraint, the livery reveal film is directed by Sam Piling, whose work is known for turning simple ideas into visceral, high-impact visual statements, and scored by Max Richter, one of the world’s most influential contemporary composers. The livery uses asymmetry as a deliberate design philosophy: a yin-and-yang balance expressed through stark black and white, where grit, determination, and performance meet aspiration, optimism and ambition.
“This livery represents far more than a paint scheme; it represents who we are and what we bring to Formula 1,” said Dan Towriss, CEO of Cadillac Formula 1 Team Holdings. “Every detail is intentional: bold, modern, and unmistakably American, while respecting the heritage and precision that define this sport. Choosing to reveal our first race livery during the Super Bowl and in the heart of Times Square is a way to introduce our identity to the world at the intersection of performance, culture, and entertainment, and to connect with fans in places far beyond the paddock.”
“Unveiling our official race livery is a huge milestone in a journey that started years ago – earning our place on the grid, assembling a world class team, and developing a race car worthy of Formula 1,” added GM President Mark Reuss. “The momentum is building toward Melbourne and our Grand Prix debut. For GM, this race car showcases the American innovation, spirit, and pride we want to bring to the global stage of F1.”
“I’m incredibly proud to reveal the colours of our 2026 Formula 1 challenger,” said Graeme Lowdon. “We are a team built on bold ambition and leadership in innovation, values which we exhibited today by tapping into one of the most culturally significant sporting events in the world in a manner that has never been done by a Formula 1 team before.”
Ignoring the ‘reveal film’, which ticks just about every box imaginable, and then some, anyone else getting BAR vibes, right down to the ‘split’ livery, not exactly Lucky Strike/555. but you get the picture.
Check out our gallery, here.
