General Motors’ Cadillac brand spent up to $20 million on the unveiling of its Formula 1 livery during the NFL Super Bowl, according to team CEO Dan Towriss. The first F1 car from Cadillac took part in testing in Barcelona with a testing livery at the end of January, aiming to reach the largest audience – especially in its domestic market – to showcase its new design while increasing awareness of its participation in F1. Cadillac then purchased a one-minute ad slot for a video featuring a speech by U.S. President John F. Kennedy in 1962, “We choose to go to the Moon.” The video showcased Cadillac’s preparations with the message, “The mission begins.”
When asked if the cost was around $10 million per 30 seconds, Towriss said, “Yes, it’s a good estimate.” Regardless of the actual cost of the ads, General Motors has invested in the F1 team to make it as competitive as possible since the beginning, with some bases in the United States as well as locations in Silverstone. Even in the era of F1 cost restrictions, Towriss estimates the team will break even in 2026 and 2027. “It might take a few more years before the team reaches operational break-even or reaches a cash break-even,” he said, adding, “I think we are further ahead than our projections, knowing what it takes to get into Formula 1.”
In this context, sponsors will be a focal point, with seemingly no major partners on the Cadillac F1 car left unnamed. However, Towriss has emphasized that the TWG AI logo adorning the sidepod is not just internal branding. “When considering ownership between TWG and General Motors, this is an independent contract, so this is not a placeholder, this is not a filler,” he said firmly. “This is a paid agreement. This is not a value agreement in terms of goods, so this is paid to the team from that perspective.”
Some fans lamented the monotonous aspects of the black-and-white scheme, especially after Cadillac used a blue, red, and yellow design at the 2024 Le Mans 24 Hours. However, there are several reasons why the brand chose this livery. “When we developed the scheme, we looked at the true meaning behind those colors,” explained Towriss. “For us, black represents the bold attitude of this car. When you look at the black side, it looks a bit fierce, has character. Then white, which is the original racing color of the United States. We wanted some white on the car – fresh, clean, optimistic. So it’s truly a balance between the two.”
“The livery is the team’s identity, and this represents us. Some people see the Cadillac emblem, you see red, yellow, and blue. But when it comes to high performance, Cadillac uses monochromatic in their emblem.” “It’s a brand element that we want to highlight for Formula 1, the pinnacle of racing cars. That’s why we ultimately chose black, white, and chrome as the colors of this team.”
The new Cadillac design made its track debut on Monday in a shooting session at the Bahrain International Circuit, meaning the car covered up to 200 km with demonstration tires provided by Pirelli. Racing drivers Sergio Perez and Valtteri Bottas shared the new car, which had previously undergone three days of testing in Barcelona. The first pre-season test in Bahrain will take place on February 11-13, with all F1 teams expected to participate.
