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Chapter 1: What is the main topic discussed in this episode?
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This set of rules is here with us for five years, so it's not about the first race or two, it's about the next five years. Again, extremely confident we have the right people, we have the right tools, we have the right processes, we have the right partners, so I'm very confident, extremely confident for our future.
So that was Lawrence Stroll, the billionaire owner of the Aston Martin Aramco F1 team. He sat down with me earlier to talk about his confidence in his team leading the high stakes motorsports category. But he faces challengers, including General Motors Cadillac, which just unveiled its foray into F1 with a splashy Super Bowl commercial featuring the new livery.
And joining us now live on the set is Dan Towers, the CEO of Cadillac Formula One. And this is a high-stakes league here, Dan. Very cool to see Cadillac GM coming into this sport, especially at the same time as Ford, its crosstown rival, enters the scene.
But tell us about what your expectations are now, because you've had testing, if I'm not mistaken, in Barcelona, and you're just about to have testing in Bahrain with your new car.
Yeah, so for us, Barcelona was mostly shakedown, so it's testing a lot of new systems. Everybody's talked about the fact that it's a new chassis, so a new set of regulations, new tires, new power units. But for us, 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.
As we go into Bahrain this week, we're very excited to now start to push the limits of the car and to see what we have planned.
You have incredibly experienced drivers, right, in Valtteri Bottas and Sergio Perez. What did they make of the car, and what kind of feedback did you get from those superstars?
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Chapter 2: What are the expectations for Cadillac's debut in F1?
And I wonder what you see that looking like if your vision is actualized.
So it's really leaning into a new fan base. So if you think about the success that Drive to Survive has had, or F1 the movie, which just crushed every record, it's created a lot of F1 curious fans in the US. And that was really the thought behind the Super Bowl commercial. It's a big stage. And we wanted to get to people that don't maybe consume F1 every day.
If I want to speak to the diehard motorsport fan, it's very easy to. That media ecosystem is very developed. The Super Bowl let us create a conversation about Cadillac Formula One to people who, like I said, saw the movie, thought it was interesting, and said, wait, this team's going to be on track in 30 days? I need to check this out.
Well, that gets a little bit to what I was wondering, which is why a Super Bowl commercial? I mean, you take a look at some of the numbers. On average, I believe Super Bowl ads were $8 million. We heard some reports that they got to $10 million for 30 seconds. I mean, why was it important to sort of have your debut at the Super Bowl, so to speak?
Yeah, it's really just that big audience. I think it's also just, you know, it's this cultural moment in sports. The Super Bowl has become so much, you know, about the ads as much as the game, you know, depending who you talk to. And again, so this let us have that platform to reach the F1 curious, to reach a new fan base for Cadillac Formula One to say that we're coming.
And it lets us kind of put that American spin, this bold American team. I mean, what's more American than announcing you're showing your first ever livery than at the Super Bowl?
Talk to us about the business of Formula One and really the business of racing because you've been involved in motorsports for a solid decade now with Game Ridge, with Andretti, now TWG. So how do you make money in this sport?
Well, it starts with growing a fan base, which really was job number one with the Super Bowl commercial, building up the fan base, and then taking those metrics and reaching out to sponsors and building up that piece. And so you have a marketing machine. I mean, really, when you think about today's modern F1, Yeah, you've got the team. Maybe you have a power unit company.
You need to have a media company inside your Formula One team as well because you're marketing to the world. You're creating content. You're drawing in eyeballs' interest. You're storytelling. You're doing all those things to create commercial value for the team, and that's essential in today's Formula One.
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Chapter 3: How did Cadillac prepare for the new F1 regulations?
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.
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