.png){kind=small}
Share
Like an exotic safari, Formula 1 is known for constant sightings of high-profile drivers, business executives, and celebrities.
So it was no surprise then to hear that the Cadillac F1 team’s Miami launch would be graced by big names like Grammy nominated singer and songwriter Janelle Monáe and actor Terry Crews.
Taking place at QUEEN, a Japanese steakhouse in Miami Beach that’s been etched into a historic theater, Cadillac F1 transformed the venue into a 1940s-inspired spectacle. A golden glow radiated from the bar while purple lights soaked the stage to set a moody tone. Bartenders rushed to make Cadillac Clubs while waiters passed by with uni and caviar. It was the team’s first opportunity to show off its highly-anticipated look on ‘home soil’, and they were going to do so in style.
While one could guess an F1 team party would be luxurious and the brand reveal was a poorly kept secret - it’s a team launch after all - what was a surprise was the emotional brand building woven throughout the night’s narrative.
You see, this is more than just the first constructor to enter the grid since the other American outfit, Haas, joined in 2016. This is Cadillac; an American luxury car brand tracing its roots back to its founding in 1902. Born in Detroit, Michigan and a subsidiary of General Motors, Cadillac is engrained in American car culture. It’s engrained in the lives of the very people on stage.
Grammy nominated artist Janelle Monáe, who delivered a stunning performance, shared a glimpse into her family history. She spoke of her working class parents who dreamt of one day owning a Cadillac as a reward for their effort and struggles. When that dream finally came true for her parents, it became a vehicle through which Janelle reached hers. She proclaimed Cadillac is “an American company that has literally driven me to my destiny.”
Actor Terry Crews offered another powerful connection to the brand. Born in Detroit, Michigan, Terry’s father dedicated over 30 years of his life to Buick, a cornerstone of General Motors. For Terry and his family, the GM job offered a stable foundation from which they flourished. “Without General Motors, I would not exist.” It was an emphatic reminder of how American car companies like GM, and by extension brands like Cadillac, are woven into the very fabric of so many American families.
These deep roots and personal stories weren’t lost on the leadership steering Cadillac onto the Formula 1 grid. Rather, these sentiments were the very essence of their remarks and the broader mission at hand.
General Motors President Mark Reuss called out this connection almost immediately. “We’ve been working on bringing Cadillac back to what was once called ‘the standard of the world’ for almost 10 years now.” An American luxury brand. An American power unit. An American works team. It’s a vision that Mark and other executives at GM have spent years working toward alongside partners like Dan Towriss, CEO of TWG Motorsports.
And like the working class Americans who built cars in GM factories for over 100 years, the path hasn’t always been easy. Dan underscored the doubt and countless no’s they faced until the one ‘yes’ that mattered; approval from Formula One Management that welcomed Cadillac into Formula 1. “ There's so many people at General Motors that came together. It's one of the best collaborations. It's why this project is gonna be so strong.”
So while Cadillac’s visual reveal at QUEEN might have felt limited, the team did well to showcase their unique heritage and a true American ambition. As Dan put it, ”we know tonight that success is not inherited, it's earned. And so we respect the legacy that has come before us and we look to raise the bar into Formula 1” — a bar that, for Cadillac, will be surpassed not just with horsepower, but with history.
%20(1).webp)
.webp)
.webp)
.jpg)
.webp)
.jpg)
.jpg)
.webp)
