Notably, the Cadillac Formula 1 Team formally introduced its identity during a Super Bowl LX commercial break, using the broadcast as its primary global launch platform. At the same time, the incoming 11th grid entry bypassed a conventional paddock reveal and instead staged a dual-location presentation at Levi’s Stadium and New York City’s Times Square. Consequently, the campaign positions the team at the intersection of mass-market visibility and elite motorsport exposure. Moreover, the launch marks the final commercial phase before the team’s first on-track appearance, aligning brand momentum with operational readiness. In addition, the debut highlights the intent to combine General Motors’ engineering heritage with a distinctly contemporary visual language.
The Cadillac Formula 1 Team reveals its official debut livery, introducing the visual identity that will represent the team on the F1 grid. 
The Cadillac Formula 1 Team reveals its official debut livery, introducing the visual identity that will represent the team on the F1 grid. 
The Cadillac Formula 1 Team reveals its official debut livery, introducing the visual identity that will represent the team on the F1 grid.
Design and brand positioning
Visually, the challenger adopts a dual black-and-white layout, divided across the chassis and connected by a gradient pattern of repeating Cadillac chevrons. Meanwhile, the team said the motif creates a sense of motion even when the car is stationary and subtly references the co-ownership structure between General Motors and the racing entity. However, beyond visual differentiation, the reveal strategy also signals a broader ambition to compete for attention in a crowded global sports and entertainment economy.
Dan Towriss, CEO of Cadillac Formula 1 Team Holdings, described the livery as “unmistakably American,” noting that the decision to debut during the Super Bowl was a calculated move to connect with fans beyond the traditional motorsport bubble. Similarly, GM President Mark Reuss framed the unveil as the culmination of a years-long effort to earn a place on the Formula 1 grid and to prepare the organisation for competition. Finally, the Cadillac Formula 1 Team will make its competitive debut at the Australian Grand Prix in Melbourne, scheduled to run from March 6 to 8.