Inside Cadillac’s Super Bowl F1 Livery Reveal

There are livery launches. And then there’s what the Cadillac F1 Team did this past weekend during the Super Bowl.

On Super Bowl Sunday, the Cadillac Formula 1 Team revealed its 2026 F1 livery during a national Super Bowl commercial and then unveiled a full-scale replica car in the middle of Times Square.

The best part for me? I wasn’t watching from home. I was there. I got to be there with the Cadillac Formula 1 Team as their livery reveal was broadcast to millions during the Super Bowl. The energy throughout the entire night was electric and I couldn’t help but notice how proud everyone was to be a part of this moment. A moment that is truly iconic to say the least. Cadillac is the first American-owned team in modern history to enter F1 and Cadillac is certainly making an incredible impact well before the start of the F1 season officially begins.

The Chicest Super Bowl Party I’ve Ever Been To

The Cadillac F1 Team invited me to their Super Bowl viewing party before the Times Square reveal, and from the moment I walked in, it felt different.

I had a Jim Beam cocktail in hand within minutes. (Jim Beam is the team’s official spirit partner which I find to be such a perfect match. Cadillac loves to partner with other iconic American brands). There were ice sculptures that just so happened to house a full raw bar. Custom coasters and programs. Sleek, intentional design everywhere. Everything you think you know about a Super Bowl party… Cadillac one-upped that x10. With this being their first major event, I can’t wait to see their vision come to life for future events.

Sometimes events with this level of luxury can feel “stuffy” but this was anything but that. I had so many conversations with different members of the Cadillac team, their partners and even Cassidy Towriss herself. Every single person I spoke to genuinely wanted to get to know me and my thoughts around the launch because of my unique perspective as a content creator that has such a personal connection to F1 fans.

But beneath the aesthetics was excitement & anticipation.

Right before halftime, we heard from Dan Towriss and Cassidy Towers about what this moment meant. Not just the making of the 2026 Cadillac F1 livery, but what it means for an American team entering Formula 1. They had some of the team pulling an all nighter in Bahrain and other parts of the world making sure everything was covered around this launch.

You could feel the weight of it.

Then around 9:35pm, the commercial aired.

And just like that, millions of people were introduced to Cadillac’s 2026 Formula 1 car at the exact same moment we were. I really felt so grateful to be in the room with this team for such a huge moment.

“Five, Four, Three…”

After the broadcast and a champagne toast, we headed into Times Square. If you’ve never seen an F1 car reveal in the middle of Manhattan, let me do my best to paint you a picture. Since Friday, a huge frosted glass box has been sitting in the middle of Times Square holding the replica of Cadillac’s 2026 F1 car. On the box there was a countdown clock to THE moment. The crowd started counting down all together, it felt like the NYE ball drop for F1 fans.

Five.
Four.
Three.
Two.
One.

And there she was. The 2026 Cadillac F1 car was being shown on a massive platform followed by a Super Bowl commercial… I mean are we serious? Cadillac is NOT messing around and I am so here for it. These livery reveals are usually so “hush hush” and insanely exclusive but Cadillac found a way for the fans to be a part of it too.

My Thoughts on the 2026 Cadillac F1 Livery

I want to go a little deeper into what Dan & Cassidy Towriss spoke about right before halftime during the viewing party. When it comes to the design choices behind the livery, no detail was missed. They remained curious. Dan went on to say that they often times asked “how do we do things that nobody has done in Formula One?” as well as “how can we continue to create special moments?” They didn’t just choose to make one side white and one side black because it looks cool.

That duality feels intentional and that’s because it is. The black gives the car presence. It is bold and confident. As well as a little intimidating. It is a challenger.

The white is to represent aspiration and forward momentum.

And then there’s the chrome. My absolute favorite part of the car.

Cassidy mentioned that the chrome was important because they wanted people, especially the fans, to see themselves reflected in the car. Hearing the passion behind Cassidy’s voice when sharing this with everyone was palpable. That detail and that moment stayed with me. It’s not just about shine. It’s about inclusion. Everyone who worked on the car. Everyone who supports and believes in this team.

You can literally see yourself in it.

Why This Launch Mattered

I keep thinking about the setting.

A Formula 1 livery launch during the Super Bowl is quite frankly, MAJOR. Following it with a Times Square reveal makes it undeniable. Something you absolutely cannot look away from, and this wasn’t just about unveiling a car.

It was about taking up space.

Formula 1 has been growing in the United States for years. But standing in Times Square, watching crowds gather around an F1 car with the Cadillac branding, felt like something else. It felt VERY American… in the best way.

My Final Verdict

Personally? I love it. It’s bold without being chaotic. American without being cliché. Heritage-driven without feeling stuck in the past.

Most importantly, it feels confident.

Being invited into that space, celebrating with the team, hearing the intention behind the 2026 Cadillac F1 livery, then seeing it under the lights of Times Square, made this upcoming season feel real. We really ARE getting an 11th team in F1 and that team is THE Cadillac Formula 1 Team.

Cadillac didn’t quietly enter Formula 1. They have arrived and have already made their mark.

And if this launch is any indication, 2026 is going to be loud.