Cadillac is Hard Launching its Most Important New Car at the Super Bowl

GM’s luxury brand had an interesting shift in recent years

Over the past few years, Cadillac, General Motors’ premier luxury marque, has had quite the tidal shift. In the decades before German imports dominated the U.S. luxury car market, Cadillac was the byword in all-out American luxury, as big boulevard cruising slabs were the vehicular statement pieces of the well-to-do.

However, in the 21st century, today’s Cadillac has undergone a rebirth, largely due to a Renaissance-like wave of new all-electric models that now make up a significant portion of its sales. According to sales data, Cadillac has doubled its EV sales volume from last year, with 18,383 EV sales in Q3 2025 accounting for approximately 40% of its total sales that quarter.

With the brand steadily evolving and striving to build on its storied history, Cadillac is preparing to make a splash at the upcoming Super Bowl to showcase perhaps its most pivotal car ever. However, it’s not one that most ordinary buyers could drive.

The livery is set. See you Super Bowl Sunday 👀

Mark your calendars 🔗 https://t.co/8AvMbPRebR pic.twitter.com/v4OhtpzG5k

— Cadillac Formula 1 Team (@Cadillac_F1) December 3, 2025

Cadillac F1 is going lights out during the Big Game

In an announcement on its X (formerly Twitter) page posted early on December 3, the Cadillac Formula 1 Team announced that it will unveil the livery of its maiden car at the Super Bowl ahead of the team’s debut during the 2026 Formula 1 season. Per Bloomberg, Cadillac plans to show off the new car on a TV spot during the big game in an effort to build hype around the new team and mark its entrance into the sport right before the first race of the F1 season in Melbourne in March.

In an interview with the financial news outlet, Cadillac Formula 1 Team Holdings CEO Dan Towriss noted that the championship game is an important venue for the new team and especially highlights its American roots.

He noted that Caddy decided to make a splash at the Super Bowl because “there’s this underdog status as an American brand that is just joining Formula One,” adding that the team will be “up against European rivals that have been honing their craft for decades.”

The team boss did not exactly disclose how much Cadillac dropped on the upcoming ad, only saying that it’s “a typical Super Bowl spend.” According to Adweek data cited by Bloomberg, the upcoming Super Bowl is setting a record-high when it comes to advertising, as the average cost for a 30-second ad during the game is at a whopping $8 million.

Cadillac isn’t the only American automaker making a major splash on the F1 grid next year

General Motors, through Cadillac, has earned its place on the grid after an epic, multi-year saga that saw Andretti Global, GM, and Formula 1’s commercial rights holder, Liberty Media, negotiate for the coveted 11th spot on the grid. Already, the team is making major moves: Ferrari will supply engines for its first three seasons, and it will be a significant advertising partner withbourbon giant Jim Beam.

Although GM won’t be the only American team on the grid [independently-run Haas F1 will enter its 10th year in 2026], the 2026 Formula 1 season will also see Ford return to F1 in a similar capacity to its former partnership with Cosworth. The automaker will formally partner with Red Bull Racing as Red Bull Ford Powertrains, which will provide the hybrid power units for both the Oracle Red Bull Racing and Visa Cash App Red Bull (VCARB) teams.

Final thoughts

Cadillac is already making strides in international motorsport, and its Formula 1 entrance will follow an already impressive season in another world-class series: the World Endurance Championship (WEC). In the 2025 WEC Championship, the Cadillacs achieved significant milestones, including a 1-2 finish at the 6 Hours of São Paulo and a pole position at the 24 Hours of Le Mans.

Formula 1 is a very different racing series, but given the kind of dedication and backing that Cadillac F1 has from General Motors, along with the signing of veteran talent in Valtteri Bottas and Sergio Perez, the team should be determined to make a splash on the grid next year. That is, if it gets the American public hyped up to watch them when it plays its ad during the Super Bowl.