Cadillac to fly U.S. flag in F1 as World Cup and Olympics near

Cadillac is gearing up to make its debut in Formula One in 2026, marking a significant milestone in the growing presence of U.S. companies in global sports.

The move is backed by General Motors and is seen as part of a broader surge in U.S. involvement in international sporting events. Cadillac's arrival will make them the 11th team on the grid, with plans to have renowned drivers Sergio Perez and Valtteri Bottas behind the wheel.

Speaking at the Las Vegas Grand Prix weekend, Dan Towriss, the CEO of the General Motors-backed team, shared his vision for Cadillac’s involvement in the sport. He emphasised the team's ambition to become "that American team" in Formula One as the U.S. prepares to host major international events, including the 2026 FIFA World Cup and the 2028 Summer Olympics in Los Angeles.

"Formula One is innovation on the biggest stage possible, and the U.S. didn’t really have a seat at that table," Towriss said.

"To now come in with General Motors, to have the Cadillac brand, it's the right place, right time for where Formula One and American sport is going on the global stage."

Cadillac’s entry will also position it as the second U.S.-flagged team in Formula One, joining Haas, another American team already on the grid. The team will have operations based in Silverstone, England, alongside a new facility in Fishers, Indiana, showcasing Cadillac’s commitment to the sport.

National pride and commercial growth

The project holds significant national pride for Cadillac, with Towriss noting how fans have already shown excitement by requesting merchandise and sharing personal stories about the brand's role in their families’ histories. He also highlighted how commercial interest in the team has exceeded expectations, thanks in part to the signing of Mexican driver Perez. Towriss also noted strong interest from U.S. and Mexican sponsors, which will help support the team's growth.

Cautious optimism for the track

On the track, however, Towriss maintained a realistic outlook, acknowledging that the new team would start from a "standing start" rather than taking over an existing operation. He humorously acknowledged that the team could initially be at the back of the grid, saying, “Are we going to be last? Why wouldn’t we be last? Maybe we catch lightning in a bottle... but then what's that rate of improvement that comes after that?”

Despite this, Towriss is optimistic about the team's long-term future, setting a target of five years to be competing for podiums and wins, whether the team is powered by Ferrari or a future Cadillac engine.

Expansion of F1’s U.S. audience

Towriss also backed Formula One's new U.S. broadcast deal with Apple, which will bring a renewed focus on promoting the sport across the country. He plans to leverage cross-promotions with Major League Baseball and the National Basketball Association (NBA) to expand Formula One's presence in the U.S., where it has traditionally competed with "stick and ball" sports.

"We didn’t fight to get into Formula One just to get there," Towriss said. "That wasn’t the destination. It was the beginning."

Cadillac’s entrance into Formula One represents a bold move not only for the iconic American brand but for the future of U.S. involvement in global motorsports. As they prepare for the 2026 season, all eyes will be on this new chapter for both Cadillac and Formula One.

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