Cadillac Unveils Dual-Sided Livery for Inaugural F1 Season
Cadillac has officially entered the Formula 1 arena by unveiling its inaugural car livery. This significant announcement occurred during the high-profile NFL Super Bowl, showcasing the American brand’s commitment to the sport.
Cadillac’s Unique Dual-Sided Livery
The new livery strikes a bold visual contrast. One side of the car features a grayish-white hue, while the opposite side is painted black. This design choice draws inspiration from historical Formula 1 liveries, notably the BAR scheme from the 1999 season, which utilized diverse colors to represent multiple sponsors.
Sponsorship and Branding
Cadillac’s dual-sided livery includes several prominent sponsors. The sidepods carry the logo of TWG, the team’s owner. The rear wing endplates display the IFS logo, representing a Swedish software company. Additionally, the bargeboards feature:
- Jim Beam, an American bourbon whiskey brand
- Claro, a major telecommunications company in Mexico
- Telcel, another brand linked to driver Sergio Perez
- Tommy Hilfiger, prominently displayed on the nosecone
Brand Message and Strategic Launch
CEO Dan Towriss emphasized the significance of the livery. He stated, “This livery represents far more than a paint scheme; it embodies our identity in Formula 1.” The design aims to resonate with fans by merging performance, culture, and entertainment.
In a strategic move, Cadillac chose to reveal its livery in Times Square, enhancing visibility and engagement with a broader audience. The company aims to connect with fans beyond the traditional race settings, emphasizing their modern American identity while honoring the sport’s rich legacy.
Driver Line-Up for the Season
Returning to the grid this season are drivers Sergio Perez and Valtteri Bottas. Both had been sidelined during the previous 2025 campaign. Their combined racing experience includes 16 Grand Prix victories and 23 pole positions, contributing to a total of 106 podium finishes. Bottas notably secured many of these achievements during his tenure with the dominant Mercedes team.
With this ambitious step into Formula 1, Cadillac aims to leave a lasting impression on the sport, making waves with its distinctive branding and driver strategy.
