Formula 1 is incredibly hot right now. Whether you are a fan of the show “Drive to Survive,” have seen the F1 Movie, or plunked down an obscene amount for one of their races, you can’t deny F1 is currently a force of nature. There’s been new sponsors, there’s been new races, and now for the first time in a long time, a new team.
Cadillac looks to be the 11th team on a traditionally ten-team grid in 2026. Though Haas Racing exists, Cadillac stands to be the “real” American racing team, complete with a brand pedigree that has had a storied history in racing. To me this is wild, as the word ‘Cadillac’ just reminds me of all things geriatric; it’s hard to remember it being the crown jewel of GM’s portfolio:
Meh, I was more a Pontiac guy myself.
Anyway, the announcement came with fanfare (and some controversy because more teams means less of a chance for the other teams to become champs). Sorry to double-tap the YouTube videos, but check out this hype package:
Now, I previously mentioned Haas Racing. Haas, a great idea on paper, has never really made a splash as the de facto “American Team.” Well, how does Cadillac make a splash? As of today, there is a heavy likelihood the team is looking to sign former Red Bull Racing driver Sergio ‘Checo’ Perez for one of the seats. That’s this guy:
To call Checo a good driver is a bit of an understatement. An unsung hero in a world of more famous drivers like Lewis Hamilton and Max Verstappen, Perez had a quiet excellence about him. His last year at Red Bull was riddled with performance issues, but the following months essentially vindicated him, as people have come to realize the Red Bull car itself had become increasingly difficult to drive.
I laugh at this because I can’t even drive properly in the Formula 1 video game, far less hurtling a speed dart around an asphalt track where thousandths of a second is the difference between elite and “pack your sh*t, you’re off the team.”
This could really be a boon for Cadillac if the signing goes through. For one, here’s a guy who helped the current F1 champion as a teammate/support driver. This clearly shows he’s willing and able to execute strategies. Secondly with Cadillac being American and Perez being Mexican, there is an unspoken “Outsider North American” twist on the proceedings. Formula 1 trots the globe, but it’s very European culturally. But for Perez, here’s a chance to really be the star for once. A soft-spoken man who gets the job done may be great for the sport, but you know what’s great for a brand looking to make a statement?
A soft-spoken man who’s tired of being nice!
They call him the “King of the Streets” for nothing. Cadillac NEEDS to lean into that with merch and other branding if they pull the trigger. Sure that actually means he does well on street circuits, but think of the cheesy short films they could make on YouTube about it.
“Hey, bro. The King of the Streets wants to see you.”
Sounds like John Wick on wheels to me. Sign me up!
While my favorite driver currently is George Russell, I’m hoping for Lewis Hamilton to have his own renaissance soon, and I love the Williams Racing uniforms, I would be hard pressed NOT to support the first fully fledged F1 team in the Liberty Media era. And the guy (presumably) in the lead seat? He’s most likely going to be in his Angry Checo era!
Checco's theme song: https://www.youtube.com/watch?v=bueFTrwHFEs