The Cadillac Formula 1 team has launched a multi-day activation in Times Square, New York, to build up to the American outfit's 2026 livery unveiling on 8 February.
Cadillac's 2026 livery will be revealed in a TV advert during the Super Bowl, and leading up to the event, a replica Cadillac F1 car will be placed in a chrome-clad structure in the iconic Times Square from 6 to 9 February.
The structure will have a frosted glass exterior, showing silhouettes of what is inside. It will be wrapped in the team's branding and will feature a digital countdown clock to the livery reveal.
During the Super Bowl weekend, the countdown box will show different content before the frosted glass 'thaws' to reveal the 2026 livery.
Dan Towriss, CEO of Cadillac Formula 1 Team Holdings, said: "The unveiling of a livery in Formula 1 is an important moment as it is a reflection of the team’s identity.
"The reveal at the Super Bowl and in Times Square represents both a launch moment and an invitation for fans to join in our journey.
"The Super Bowl spot will take the team into millions of homes, while the Cadillac Countdown will give a front-row view in one of the busiest areas in the US."
The American team, led by team principal Graeme Lowdon, is currently taking part in private testing in Barcelona ahead of the 2026 season start in Australia on 6 to 8 March.
Lowdon confirmed the team already feels at home in the paddock after four days in Barcelona.
"A lot of guys on the team, and girls on the team, have come from other teams and are no strangers to the paddock, and I think everyone's got a chance now to see that Cadillac Formula 1 team is here with serious intent to contribute to the championship," he told F1.com.
"That's what we wanted to do. There's been quite a long build-up to actually getting on the track and running. I think we're one of the first, if not the first, team to fire up last year. We spent a lot of time on the four-wheel dyno, the all-car dyno, the VTT, whatever you want to call it, in December preparing for this, and it's just great to be on track now and it feels like we're at home."
