The Super Bowl is pure Americana, and this Sunday, the entire country (almost) will be glued to the TV screen to watch the greatest national sports spectacle. There will also be performances from Bad Bunny, and plenty of other entertainment going on. Carmakers will also try and capitalize on the event with their ‘special’ Super Bowl commercials. Cadillac, however, is taking things a bit further.
To promote their entry into F1 — another global sporting event that is not quite as popular in the U.S. — the American auto manufacturer has taken over Times Square in New York for an exciting reveal event.
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Cadillac F1 Cars Will Be Revealed At The Super Bowl
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Cadillac is going full blockbuster for its Formula 1 introduction. We saw the brand post the news on social media, and it showed Cadillac’s Times Square activation, complete with branding for “America’s new team” and a proper countdown.
A chrome-clad countdown box in Times Square is pretty dramatic for a sport that is not even that popular here in the U.S., but because this is the Super Bowl, it could potentially get a lot of people who are unfamiliar, interested.
Once the countdown hits zero, the Cadillac Super Bowl commercial will play all across the country, and then, inside the box in Times Square, we will see a replica F1 car wearing the new Cadillac F1 Team livery.
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The Super Bowl is a massive marketing theater, and the biggest TV megaphone on Earth. This Super Bowl Sunday, with a Seattle Seahawks vs. New England Patriots matchup, there is already soo much hype and rematch drama, plus a Bad Bunny halftime show that’s been… let’s just say louder than a V12 supercar.
That means the numbers are going to be ridiculous. Last year’s game pulled 127.7 million U.S. viewers, and Kendrick Lamar’s halftime managed to grab 133.5 million. Cadillac isn’t just trying to reach car people, they’re trying to reach everyone, including the folks who think “F1” is a keyboard shortcut. I am not a fan of Formula One myself, but it does not take a genius to figure out how important this is for the American carmaker.
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Sergio Perez via InstagramGM is not playing around here. There is some serious stuff coming from Cadillac. The Cadillac F1 car is still mostly a mystery on hard specs, but we do know the big stuff. Cadillac will start out using Ferrari power units and gearboxes, because GM’s own engine program (run through GM Performance Power Units) isn’t slated to arrive until later.
As for the driver’s? Well, we all assumed F1’s shiny new all-American team would roll up with a homegrown hotshoe, stars-and-stripes helmet and all, but that was not the case. Instead, the Cadillac F1 Team went full serious-mode, and they snapped up a pair of seasoned ringers—Sergio Pérez and Valtteri Bottas— and that kind of sends a pretty big message itself.
Cadillac will race for the first time in F1 at the 2026 Australian Grand Prix in March. We will get our answers then.
