America’s “New” F1 Team, Split in Two
Cadillac has officially entered the Formula 1 conversation in a way no team ever has before — by unveiling its first-ever F1 livery during the biggest sporting broadcast in North America: the Super Bowl.
The American brand’s Ferrari-powered challenger — name still to be confirmed — broke cover in a high-production commercial aired during the NFL’s championship game, followed by a dramatic showcase in Times Square. If you’re going to call yourself America’s Team, this is certainly one way to introduce yourself to the world.
And yes, we see the irony.
For over a decade, Haas F1 Team has carried the American flag in Formula 1. Now Cadillac steps in with bold marketing muscle and a cultural splash that feels distinctly Detroit-meets-Hollywood.
But let’s talk about the car.
A Two-Sided Cadillac F1 Livery
The Cadillac F1 livery is, quite literally, split in two.
One side: a greyish-white finish.
The other: deep black.
It’s a dramatic visual divide down the centreline — clean, modern, intentional.
The concept immediately recalls British American Racing’s 1999 F1 car, which famously ran two separate liveries on each side to satisfy sponsor obligations. But Cadillac’s execution feels more philosophical than commercial.
Is it bold Americana?
Is it duality?
Is it symbolism?
At AutomotiveWoman.com, we couldn’t help but notice how fitting it is for an American team to wear two contrasting identities. One side is refined, elegant, and composed. The other darker, more aggressive, more divisive.
Maybe we’re reading too much into the current political climate. Maybe not.
Either way, the visual works.
The grey-white side projects class and precision — almost minimalist. The black flank feels assertive and unapologetic. Together, it forms a car that demands attention from every camera angle.
Strategic Super Bowl Reveal: Marketing Masterclass
Revealing an F1 livery during the Super Bowl is unprecedented.
No team in Formula 1 history has launched its identity in front of a primarily non-F1 audience of over 100 million viewers. Cadillac didn’t just unveil a race car — it introduced Formula 1 to mainstream America at the intersection of sport, culture, and entertainment.
CEO Dan Towriss put it plainly:
“This livery represents far more than a paint scheme; it represents who we are and what we bring to Formula 1.”
Whether you love the colours or question the symbolism, you have to respect the strategy. Cadillac isn’t quietly entering the paddock — it’s planting a flag in the American sports landscape.
That’s confidence.
Sponsors & Partnerships
The early livery features a selective but notable sponsor lineup:
- TWG – Team owner branding on the sidepods
- IFS – Swedish software company on rear wing endplates
- Jim Beam – American bourbon brand on the bargeboards
- Claro & Telcel – Longtime backers of Sergio Perez
- Tommy Hilfiger – Appearing on the nosecone
The presence of Claro and Telcel underscores the commercial strength that comes with signing Sergio Perez — a driver who commands immense Latin American support.
Perez & Bottas: Experience Returns to the Grid
Cadillac isn’t entering Formula 1 with rookies.
Sergio Pérez and Valtteri Bottas return to the grid after sitting out the 2025 season. Together, they bring:
- 16 Grand Prix victories
- 23 pole positions
- 106 podium finishes
Bottas’ experience from a dominant stint at Mercedes-AMG Petronas Formula One Team adds technical credibility. Perez brings racecraft, tire management mastery, and immense commercial pull.
Softly quoting Perez’s competitive spirit — we just hope this isn’t a program running last every weekend and two seconds off the pace.
Because the marketing splash deserves competitive substance.
Final Thoughts: Bold, Divisive, Unmistakably American
At AutomotiveWoman.com, we genuinely enjoyed the originality of this launch. The Super Bowl reveal was fresh, unexpected, and culturally sharp.
As for the split-colour concept? We like the colours. The symbolism? That might be in the eye of the beholder.
What’s undeniable is this: Cadillac has arrived loudly.
Now the real question isn’t about paint.
It’s about performance.
If this Ferrari-powered challenger can match its marketing ambition with on-track pace, Cadillac F1 won’t just be America’s Team in branding — it’ll be a legitimate Formula 1 contender.
And that’s what truly matters.
IMAGES: Cadillac F1
Join the AutomotiveWoman community lifestyle newsletter: [email protected]
