Podcast Episode Summary

Podcast: Bloomberg Talks
Episode: Cadillac F1 CEO Daniel Towriss Talks Debut of Team
Date: February 9, 2026
Host: Bloomberg
Guest: Daniel Towriss, CEO of Cadillac Formula One

Episode Overview

This episode centers around Cadillac's bold entry into Formula One, an historic move for the iconic American automotive brand. Bloomberg’s journalist brings Daniel Towriss, CEO of Cadillac’s F1 team, into a candid conversation about the ambition behind their Super Bowl splash, their unique “America’s team” vision, building a competitive car from scratch, the business model of modern F1, and what it means to combine classic American brands with a global sport.

Key Discussion Points & Insights

1. Cadillac’s Entry and Early Challenges

• Building from Scratch:

  • Towriss emphasizes that Cadillac is developing everything for the first time under new F1 rules, noting the unique challenge, especially with new chassis, tires, power units, and even down to basic elements like fuel systems.
    • Quote: “For Cadillac, we're building everything for the first time. The fuel system, just all the pieces on the car. And so a lot of it was just reliability focused.” (Dan Towers, 01:13)

• Learning Curve for Drivers:

  • Both seasoned drivers (Valtteri Bottas and Sergio Perez) are adjusting to a drastically different car due to new regulations that reduce downforce, requiring fresh techniques especially given hybrid powertrains.
    • Quote: “There's a lot less load under the set of regulations on this car, which just means there's less downforce. The car is going to feel a little slippier to drive... Everybody's in a big learning curve right now.” (Dan Towers, 01:48)

2. The “America’s Team” Vision

• Targeting a New U.S. Fan Base:
  • Cadillac aims to leverage the U.S. F1 boom created by “Drive to Survive” and “F1: The Movie,” focusing outreach beyond traditional motorsport circles. The Super Bowl commercial was designed to ignite curiosity among average Americans, not just diehards.
    • Quote: “It's a big stage and we wanted to get to people that don't maybe consume F1 every day... The Super Bowl let us create a conversation about Cadillac Formula 1 to people who...say, wait, this team's going to be on track in 30 days. I need to check this out.” (Dan Towers, 02:24)

3. The Business Model of Modern F1

• Media & Marketing Driven:

  • Modern F1 requires not just car and engine expertise, but a full-fledged internal media company. Building a fanbase is job #1—commercial value now comes from content, storytelling, and global marketing power.
    • Quote: “You need to have a media company inside your Formula one team...you're drawing in eyeballs interest, your storytelling, you're doing all those things to create commercial value for the team. And that's essential in today's Formula One.” (Dan Towers, 04:07)

• Sponsorship Philosophy:

  • Cadlliac anchors with “American original” brands like Jim Beam and Tommy Hilfiger, intending to showcase American heritage while also mixing in global sponsors.
    • Quote: “Tommy is fantastic. Jim Beam, you know, Cadillac, these are iconic American brands...we definitely want to have those bona fide set up where we're anchored in these iconic American brands.” (Dan Towers, 04:56)

4. Cadillac’s Product-Thesis & Racing DNA

• Synergy with Product Line:
  • The new racing push aligns with Cadillac’s invigorated vehicle lineup, including street-legal performance models inspired by motorsports, strengthening both brand and product desirability.
    • Quote: “The product lineup is so strong and so there's this upward mobility from a market share standpoint in Cadillac. It's the perfect time to bring Formula One and the Cadillac car brand together.” (Dan Towers, 05:54)

Notable Quotes & Memorable Moments

• On American Identity:

  • “What's more American than announcing you're showing your first ever livery than at the Super Bowl?” (Dan Towers, 03:22)

• On Changing F1 Business:

  • “If I want to speak to the diehard motorsport fan, it's very easy...the Super Bowl let us create a conversation about Cadillac Formula 1 to people who...say, wait, this team's going to be on track in 30 days. I need to check this out.” (Dan Towers, 02:24)

• On Broader Motorsport Strategy:

  • “GM is getting in a big way back into racing. Not just in F1...They have a supercharged V8 with a stick and the CT5V Blackwing. So I'm really pumped about their offerings.” (Interviewer, 05:26)

Timestamps for Key Segments

• Cadillac’s First F1 Testing & Challenges: 01:13 – 01:48
• Drivers’ Feedback & Learning Curve: 01:48 – 02:11
• Capturing the New American F1 Fan: 02:24 – 03:22
• Business Model of F1 Today: 04:07 – 04:41
• Sponsorships & American Brand Strategy: 04:56 – 05:26
• Cadillac’s Market Position and Racing DNA: 05:54 – end

Tone & Speaker Notes

The conversation is energetic, optimistic, and exudes American pride. Towriss is candid about the challenges but bullish on Cadillac’s opportunity—emphasizing storytelling, marketing acumen, and iconic American branding as much as racing credibility.

Summary for Non-Listeners

If you’re new to this topic, the episode gives you a clear look at Cadillac’s ambitions in Formula One—a blend of fresh technical challenge, big-time American marketing, cross-industry sponsorship strategy, and reimagined product synergy. The CEO’s perspective is practical yet bold: Cadillac will make its name not only on the track but through media, cultural moments like the Super Bowl, and an “America’s team” branding that seeks to build a modern, diverse fanbase for the next era of F1.