General Motors’ Cadillac brand spent up to 20 million US dollars (approximately 335.9 billion Rupiah) on unveiling their Formula 1 livery during the NFL Super Bowl, as revealed by team CEO Dan Towriss. The first Cadillac F1 car took part in testing in Barcelona with a testing livery at the end of January, aiming to reach a larger audience – especially in its domestic market – to showcase its new design while increasing awareness of its participation in F1. Cadillac then bought a one-minute ad slot for a video showcasing President John F. Kennedy’s 1962 speech “We choose to go to the Moon.” The video featured Cadillac’s preparation with the message, “The mission begins.”
When asked if the cost was around 10 million US dollars per 30 seconds, Towriss confirmed, saying, “Yes, that’s a good estimate.” Regardless of the actual advertising cost, General Motors has invested in the F1 team to make it as competitive as possible from the start, with some bases in the United States as well as a location in Silverstone. Even in the era of F1 cost limitations, Towriss estimated that the team would break even in 2026 and 2027. “It might take a few years before the team reaches operational breakeven or cash breakeven,” he said, adding, “I think we’re ahead of 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 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 holding spot, this is not a filler,” he stated firmly. “This is a paid agreement. It’s not a barter value agreement, so it gets paid to the team from that perspective.”
Some fans lament the monotonous aspect of the black-and-white scheme, especially after Cadillac used the blue, red, and yellow design at Le Mans 24 Hours 2024. Nevertheless, there are reasons why the brand chose this livery. “When we developed the scheme, we looked at the true meaning behind those colors,” Towriss explained. “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 white on the car – fresh, clean, optimistic. So it’s really a balance between the two.”
“The livery is the team’s identity, and it 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 we wanted to highlight for Formula 1, the pinnacle of car racing. That’s why we ultimately chose black, white, and chrome as the team’s colors.”
The new Cadillac design made its debut on the track on Monday in a filming session at the Bahrain International Circuit, meaning the car covered up to 200 km with demo tires provided by Pirelli. Racing driver 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.
