Cadillac launch "Cadillac Countdown" in Times Square New York ahead of Super Bowl reveal

The initiative, branded the Cadillac Countdown, will run from Friday February 6 to Monday February 9 and is designed to build momentum ahead of the team’s inaugural visual identity reveal. At the centre of the activation is the Cadillac Countdown Box, a large scale chrome structure positioned in Times Square and wrapped in Cadillac Formula 1 Team branding and sponsor logos.

The installation will house a replica Formula 1 car carrying the team’s first livery. For most of the activation, the car will remain partially obscured behind a frosted glass exterior, allowing only silhouettes and movement to be seen. A large digital countdown clock will signal the time remaining until the official reveal.

Across Super Bowl weekend, the display will evolve visually as the countdown progresses. Once the Super Bowl broadcast concludes, the frosted glass will clear to reveal the full livery and car. The completed display will remain visible to the public through the following day, giving fans direct access to the first on site look at Cadillac’s Formula 1 identity in the centre of New York.

Dan Towriss, CEO of Cadillac Formula 1 Team Holdings, framed the reveal as a defining moment for the new entrant, he 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 Super Bowl reveal places Cadillac alongside a growing list of teams using major cultural platforms to introduce new projects ahead of the 2026 Formula 1 season, when the American manufacturer is set to join the grid. By combining a national television moment with a high visibility public installation, Cadillac is positioning its entry as both a sporting and commercial statement aimed squarely at a mainstream audience.

The livery reveal marks one of the first outward facing milestones for the Cadillac Formula 1 Team as preparations continue behind the scenes ahead of its competitive debut. With the countdown now underway, attention will turn to how the team visually presents itself as it moves closer to its first season on the Formula 1 grid.