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Cadillac has go the archetypal American car elephantine to measurement into the fiercely competitory satellite of Formula One with a dedicated team. The storied U.S. marque unveiled the authoritative squad livery for its inaugural 2026 play during the Super Bowl Sunday night.
The Super Bowl ad, which aired during the 4th quarter, shows the achromatic and achromatic livery. It features portion of President John F. Kennedy's 1962 "We take to spell to the Moon" code successful which helium said, "We take to spell to the satellite successful this decennary and bash the different things, not due to the fact that they are easy, but due to the fact that they are hard."
"That situation is 1 that we are consenting to judge ... and 1 which we mean to win," the edited code said successful the ad. The abbreviated diagnostic closed retired with the phrase: "THE MISSION BEGINS."
Progress nether pressure. The archetypal Cadillac Formula 1® Team livery is here. pic.twitter.com/u2LVwQkFL5
— Cadillac Formula 1 Team (@Cadillac_F1) February 9, 2026Leading Cadillac's effort is squad main Graeme Lowdon, who's built the squad from the crushed up, including caller facilities successful Indiana, the location of Indycar; North Carolina, the location of NASCAR; and Silverstone, England, the location of F1.
Speaking with CBS earlier the livery reveal, Lowdon called the roadworthy to get Cadillac into the F1 crippled "lengthy, with tons of twists and turns."
He precocious shared that Cadillac had hired much than 500 radical to articulation the caller team, from a excavation of immoderate 143,000 applicants.
"There's a batch of expectation, and rather rightly so," Lowdon told CBS News. "General Motors is simply a hugely respected and awesome entity ... truthful determination is that pressure, but that's what Formula One's about."
On the track, the American marque volition beryllium represented by erstwhile Mercedes squad operator Valtteri Bottas, primitively from Finland, and Mexican erstwhile Red Bull operator Sergio Perez. Widely considered to beryllium veterans successful the sport, they person a full of 16 Grand Prix victories and much than 500 contention starts betwixt them.
Cadillac's Formula One squad main Graeme Lowdon, left, with operator Valtteri Bottas.
Cadillac Formula 1 Team
Having that level of acquisition down the wheel, for an different caller team, was the main motivator down signing those 2 drivers, according to Lowdon.
"These guys cognize however to win," helium said. "But supra each else, they person an quality to gel a squad together, truthful they're the focal constituent for the engineering activities, the store activities, everything to bash with operating a squad astatine the highest level."
A dilatory commencement successful a accelerated sport?
Experts accidental American fans hoping Cadillac volition present a blockbuster archetypal play arsenic it steps into the ringing against longtime heavyweights specified arsenic Ferrari and Mercedes whitethorn beryllium disappointed.
The likelihood of Cadillac winning an F1 race, oregon adjacent finishing connected the podium this season, aren't mostly considered precise strong.
A winning Formula One car, and a winning squad down it, tin instrumentality astatine slightest respective seasons to develop, and necessitate accordant investment.
Ross Brawn, the antheral wide credited arsenic the designer down German F1 sensation Michael Schumacher's success, told CBS News astatine the 2026 Autosport Awards successful London that American fans whitethorn request immoderate patience.
"It's precise tough," Brawn said astir the expectations for the Cadillac squad this season. "They've got immoderate precise bully radical there. They person been sensible successful choosing a batch of experienced people, but it's going to beryllium precise tough, truthful springiness them a spot of time."
David Croft, a salient Formula One commentator for Britain's Sky Sports network, urged fans this twelvemonth to look for development, not podium placement.
"Wherever they commencement the anticipation for maine is that that's not wherever they'll finish," helium told CBS News astatine the 2026 Autosport Awards. "They've got the thrust and the determination, and they've got the close radical successful spot to beryllium a occurrence yet successful Formula One, but it's going to instrumentality a spot of time."
Formula One's increasing popularity successful the U.S.
According to ESPN, which has agelong held Formula One broadcasting rights successful the U.S., 2025 was the biggest play to day for mean viewership for the sport, with 16 of the 24 races mounting viewership records. The broadcaster has said that implicit the past 8 years, mean viewership per Grand Prix much than doubled, from 554,000 to 1.3 cardinal successful the U.S.
Formula One is inactive dwarfed successful the U.S. arsenic a racing spectator sport, with wide viewership for the Nascar Cup Series, for instance, averaging 3.2 cardinal successful 2025.
But insiders accidental the trajectory is undeniable, and encouraging.
"There was a clip we'd spell to Austin, the U.S. Grand Prix, and cipher would cognize what Formula One is erstwhile we got to passport control, fto unsocial who we were," Croft told CBS. "Now radical cognize who we are and what Formula One is, what it stands for."
Many pundits spot the occurrence of Netflix's "Drive to Survive" bid down F1's rising popularity successful the U.S.
Croft besides credited the summation of 2 much races successful the United States, successful Miami and Las Vegas. Alongside races successful Texas, Mexico, Canada and Brazil, a full of six F1 races present instrumentality spot wrong American clip zones, making it easier for fans to tune into the enactment live, helium noted.
Lowdon hopes Cadillac tin thrust the question of popularity, and that fans volition bask pursuing the caller team's travel - adjacent if it means settling for comparatively tiny "wins" astatine first.
"It's truly truthful hard to execute occurrence that, if you travel on and articulation the travel ... past [fans] tin enjoy, if you like, the insignificant victories on the way," helium said. "Even conscionable producing a car arsenic analyzable arsenic this is simply a insignificant triumph successful itself."
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