Bloomberg Talks Cadillac F1 CEO Daniel Towriss Talks Debut of Team
Feb 9, 2026
Daniel Towriss, CEO leading Cadillac’s entry into Formula One, discusses the team’s five-year plan and early testing strategy. He talks about driver feedback on the new car and the push to become America’s F1 team. He explains the Super Bowl livery reveal, commercial and sponsorship strategy, and picking iconic American partners.
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Barcelona Testing Was A Reliability Shakedown
- Barcelona testing for Cadillac was mostly a shakedown focused on reliability and new systems.
- Towriss describes building everything for the first time, including the fuel system and many car components.
New Regulations Changed How Cars Drive
- The 2024 F1 car is fundamentally different with less downforce and new power unit integration.
- Daniel Towriss says drivers face a steep learning curve to adapt driving technique and electrification use.
Targeting The F1-Curious In The U.S.
- Cadillac targeted the 'F1 curious' U.S. audience created by Drive to Survive and the F1 movie.
- Towriss used the Super Bowl to spark broad awareness rather than only targeting diehard fans.