Cadillac is cranking up the tension ahead of the reveal of its first F1 livery. The brand-new outfit previously announced it will unveil the colour scheme of its debut car during the Super Bowl, the finale of the U.S. NFL season. Now Cadillac says it will also stage a Times Square countdown to that first glimpse of the new livery. In February a so-called ‘Countdown Box’ will appear in the heart of New York.
In the run-up to the reveal, Cadillac describes the Countdown Box as a ‘striking, chrome-clad structure’ that will be on Times Square from 6 to 9 February. According to the team, the installation forms a central element of the launch campaign. The Cadillac Countdown Box will house a replica of the team car wearing the inaugural livery. The structure will be clad in frosted glass so passers-by see only silhouettes, combined with a large digital countdown clock.
Invitation to the fans
Cadillac said the installation will continuously change its appearance over Super Bowl weekend. “During the Super Bowl the Countdown Box will assume different shapes, with the visual presentation and content shifting as the clock counts down,” the team said in a statement. Cadillac is expected to use the sequence to reveal the design step by step. After the Super Bowl the matte effect will disappear and the box will go fully transparent, at which point the car with its final livery will be visible.
Cadillac CEO Dan Towriss stressed the symbolic importance of the moment. “The unveiling of a livery in Formula 1 is an important moment because it reflects the identity of the team,” he explained. According to Towriss, the decision to present it twice—both via the Super Bowl and on Times Square—was deliberate. “The unveiling during the Super Bowl and on Times Square is both a launch moment and an invitation for fans to join our journey. The Super Bowl commercial puts the team into millions of living rooms, while the Countdown Box offers a front-row position in one of the busiest areas of the United States.”
See the 2026 F1 calendar here
