Cadillac discloses Super Bowl ad cost for F1 livery reveal

General Motors’ Cadillac brand invested up to $20 million for its Formula 1 livery reveal during the NFL Super Bowl, according to team CEO Dan Towriss. This marks Cadillac’s debut in F1, with the first car showcased during a shakedown in Barcelona featuring a testing livery in late January. The initiative aimed to target a large audience, particularly in its home market, to promote its new design and enhance brand awareness.

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