(Motorsport-Total.com) – While the sporting top performances are still out of reach at the moment, the eleventh team in Formula 1 has at least already gone full throttle off the track: At the Formula 1 home race in Miami, newcomer Cadillac certainly attracted special attention.
The American brand simply took over the “Jungle Plaza” in the so-called Miami Design District, one of the most modern neighborhoods in the city. The result: a two-day fan festival with Formula 1 driver Sergio Perez as the star guest and strong sponsor power from Jim Beam and Tommy Hilfiger.
Cadillac was also present with Formula 1 advertising at the airport, and there was a vehicle exhibition at the stadium. To link the Formula 1 presence with their own series vehicles, the “CT5-V Blackwing F1 Collector Series” was unveiled, a limited special edition of 26 units, presented by GM CEO Mary Barra.
By now it is clear that the full power of General Motors (GM) is behind the project, which has also changed the team’s image: Cadillac is no longer seen just as a newcomer, but as a real asset to the entire series.
More than just a new paint job
At the home race in Miami, the team’s plan became apparent: They want to engage fans not only through colorful cars but through real experiences. “I think we have gained many new fans,” team principal Graeme Lowdon concluded contentedly on Sunday evening at Motorsport.com.
“We had many activities, including a really successful event at Jungle Plaza. We wanted to use that to celebrate the fact that the team is here and to give something back to the fans. We always said during the entry phase that we wanted to bring something different, and these activities definitely did that.”
“There was a lot going on with the partners. We have many US partners, and it was great for them to come and experience that.” Now only sporting success is missing: With Sergio Perez and Valtteri Bottas, Cadillac has two experienced Grand Prix winners in the cockpit, but the path to points remains tough.
Despite the budget cap, there is hardly any sporting equality in Formula 1 compared to North American professional leagues like the NFL or NBA. Therefore, with all due respect, it is not an easy task to excite fans for a new team that finishes the race a lap down in 16th place.
“No, I don’t take offense at all,” Lowdon replies when asked about this point. “This is the toughest sport in the world. It is extremely difficult to enter anew and deliver success immediately. You are absolutely right: there is a certain type of fan who only wants to celebrate immediate success—and nothing else.”
“We, however, can offer something completely different. We can invite fans to join us on this truly unique journey. I believe it is a much more enriching experience for those who fully engage with the sport and want to accompany us on our path. The feeling of having achieved something is much more fulfilling this way.”
Only the stopwatch tells the truth in the end
“Many of our marketing actions aimed exactly in this direction. In addition, our partners—some of whom are new to Formula 1—had the opportunity to experience the enormous potential of this platform up close. It was an extremely busy time in every respect.”
Miami: Driver ratings by Marc Surer and the editorial team
That’s all well and good, but ultimately Formula 1 is primarily a sporting competition. It is the stopwatch that will decide whether Cadillac’s entry into Formula 1 is a real success—and not the number of followers on social media.
In the course of this process, the team presented the first comprehensive upgrade package, focusing on a newly profiled floor and a revised front wing. The successful introduction of this package at an eventful sprint weekend felt like a second significant milestone for Cadillac, after the successful debut in Australia.
“In fact, the story of our team is still so young that every single Grand Prix is a very special event for us,” Lowdon added. “I think we have made a really big step forward in various areas here.”
“The developments worked exactly as we had hoped; that gives us confidence that the next upgrades will be equally successful. We have an almost constant stream of innovations in the pipeline. We have also made progress operationally—the pit stops are now extremely routine.”
Cadillac makes further progress in Formula 1
“It was a shame that we didn’t make it into SQ2 on Friday, because we undoubtedly had the necessary pace for that. But we learned a lot from it, so there are numerous positive insights that we can take from here to Montreal.”
Because they could keep up with Aston Martin in terms of race pace, Lowdon is confident after the Miami race that the team is on the right track. “I am very satisfied with where we stand in this regard,” says the Brit.
“I hope the fans realize that this is the toughest sport in the world. You can’t just show up here and effortlessly overshadow the entire competition. It simply doesn’t work that way. What you can do, however, is lay a really solid foundation that supports future, continuous improvements.”
“Of course, that takes time, but I am extremely satisfied with the course we are on to achieve this goal. We have a really solid foundation for what—so we hope—will one day be a very special team.”
“I think we leave Miami as a team that is still very, very young in terms of the number of Grands Prix contested,” the Cadillac team principal recalls, “but at the same time learns enormously; and this wealth of experience continues to grow steadily.”