Cadillac’s new Formula 1 team plans to debut the livery of its new car during a Super Bowl TV spot next year, in a major statement to mark the entrance of a major U.S. team into the sport.

With the Super Bowl set in early February, Cadillac is timing the reveal in a bid to build a fan base ahead of the team’s inaugural race in Melbourne, Australia, in March.

Cadillac chose the Super Bowl because “there’s this underdog status as an American brand that is just joining Formula One but doing it from a standing start, going up against European rivals that have been honing their craft for decades,” said Dan Towriss, chief executive officer of Cadillac Formula 1 Team Holdings, in an interview.

The Super Bowl gives the General Motors Co. luxury brand an opportunity to be seen by what will likel

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