Cadillac Launches F1 Team Amid U.S. Championship Expansion
Formula 1 made significant strides in the U.S. last weekend, with the Miami Grand Prix marking a pivotal moment for the series. Alongside the on-track action, F1 announced a contract extension that keeps Miami on the calendar through 2041, underscoring its commitment to the American market.
General Motors officially launched its Cadillac F1 team, set to debut in 2026, during a high-profile event in Miami. This initiative aims to shift the balance of American motorsports, where fans have yet to witness a homegrown team’s victory at a U.S. Grand Prix. Cadillac’s entry is perceived as a strategic response to the increasing demand for domestic representation in F1.
Viewership in the U.S. has surged, with ESPN reporting nearly doubled ratings from 2018 to 2024, significantly propelled by the popularity of the Netflix series Drive to Survive. While existing teams like Haas have faced scrutiny, Cadillac aims to foster a stronger American identity within the sport.
The launch event featured Michigan-born actor Terry Crews and a performance by Janelle Monae, capturing the enthusiasm of the crowd. TWG Motorsports’ CEO, Dan Towriss, expressed satisfaction with fan engagement, stating, “I couldn’t be happier with the response to the Cadillac Formula 1 team.”
GM has secured a key partnership with Ferrari for its engine supply, bolstering expectations for competitive performance. Team principal Graeme Lowdon emphasized the aim to select drivers based on merit, though public interest is palpable for an American driver to represent the team.
As Cadillac prepares for its 2026 competition, major milestones loom, including the first fire-up of its F1 car and a shakedown scheduled for January in Barcelona. The team’s marketing strategy will focus on themes of American pride and performance, with ambitious plans to win over fans and establish a foothold in the increasingly popular F1 landscape.
