Cadillac’s Entry into Formula 1: A Crucial Decision That Could Reshape American Motorsport

Formula 1’s newest team, Cadillac, is standing at a pivotal crossroads that could transform the landscape of American motorsport for decades to come. With their entry into F1 set for 2026, the team has already made significant progress in establishing facilities and securing technical partnerships. But as they prepare for their highly anticipated debut, there is one decision that looms larger than all others: who will drive their cars?

While seasoned F1 veterans are often the names associated with top seats in the sport, Cadillac’s search for their first drivers reveals a deeper narrative at play—one that is poised to reshape the American motorsport scene. The team, backed by General Motors (GM), has made it clear that they are not just interested in filling a seat with any driver; they want an American driver. This decision has both sporting and marketing implications that go beyond the track, and it could become a defining moment for the U.S. motorsport community.

The Importance of an American Driver

For Cadillac, securing an American driver is not just about performance—it’s about tapping into the growing interest in Formula 1 within the United States. The significance of this decision cannot be overstated, especially as Cadillac is the first American manufacturer to enter the sport in decades. F1 has traditionally been dominated by European teams and drivers, but in recent years, the sport’s profile in the U.S. has skyrocketed, particularly after the arrival of F1’s U.S. owners, Liberty Media, and the success of Netflix’s “Drive to Survive” series.

General Motors has commissioned internal marketing studies that reveal the power of an American driver in furthering this momentum. The research shows that a U.S. driver could increase media coverage of the team in America by over 300% compared to a non-American driver. This, combined with the fact that F1’s U.S. fanbase has been steadily growing, makes the addition of an American driver not only a matter of sporting prestige but a strategic marketing move designed to elevate Cadillac’s global image, particularly among younger and more international consumers.

In the words of one senior GM executive, speaking anonymously, “We’re investing hundreds of millions in this program, and the return on that investment depends significantly on our ability to connect with the American audience. Having a U.S. driver is the most direct way to make that connection.”

This marketing imperative has created a fascinating tension between Cadillac’s corporate desires and the technical demands of the team, where performance and experience naturally take precedence over nationality. In short, while a driver from the U.S. brings substantial commercial value, they must also be capable of competing at the highest level.

The Leading Contenders

The search for the perfect American driver has resulted in a shortlist of candidates that balance both talent and marketing potential. The first name that stands out is Colton Herta, the 26-year-old IndyCar star. Herta has long been considered a potential F1 talent, but his ambitions were stymied by the stringent super license points system, which initially prevented him from making the jump to Formula 1. However, with his impressive IndyCar career—including seven victories—Herta has since accumulated the necessary super license points, making him a viable candidate for the F1 seat.

Sources close to Cadillac have confirmed that Herta’s management has already been in talks with the team, and the driver himself has expressed strong interest in joining. It’s even been reported that Cadillac has arranged for Herta to undergo simulator testing at their technical partner’s facility in Europe, signaling that his candidacy is being taken very seriously. As James Hinchcliffe, an IndyCar champion and F1 TV pundit, noted, “Colton is the obvious choice if they’re serious about an American driver who can actually compete. He’s got the speed, the technical understanding, and he’s still young enough to have a proper F1 career.”

Herta’s mix of speed, youth, and technical knowledge makes him a strong contender from both a performance and marketing perspective. Additionally, his laid-back “California cool” persona aligns well with Cadillac’s brand repositioning. For a team looking to make waves in an international sport, Herta seems like a perfect fit.

Another name on the radar is two-time IndyCar champion Josef Newgarden. At 34, Newgarden would be making a late switch to Formula 1, but his extensive experience and technical expertise could make him an invaluable asset to Cadillac’s development program. Having won championships and developed race-winning cars with Team Penske, Newgarden has the skills necessary to help build the team from the ground up.

However, Newgarden’s candidacy is complicated by his long-standing contract with Penske, which would require negotiation to secure his release. Additionally, at 34, his career in F1 would likely be limited to a few seasons, leading some to wonder if Cadillac is looking for a short-term solution or a driver who can grow with the team for the long haul.

One more intriguing option is Pato O’Ward, the 27-year-old Mexican-American star currently racing in IndyCar. O’Ward has tested with McLaren’s F1 team and impressed with his adaptability and speed. His dual nationality presents a unique marketing opportunity for Cadillac, potentially allowing them to engage both U.S. and Mexican audiences. Sources close to Cadillac suggest that O’Ward has garnered growing support among key decision-makers, with his F1 experience and international appeal making him an attractive candidate.

However, O’Ward’s connection to McLaren, a team with its own interests in IndyCar, may complicate matters. Negotiating his release from McLaren could prove challenging, and it remains to be seen if Cadillac is willing to enter such a complex negotiation.

Beyond the more established names, Cadillac is also considering younger American talents. One name that stands out is Jack Crawford, a 20-year-old Formula 2 driver currently honing his skills in Europe. Having gained valuable experience in F1’s junior ranks, Crawford is seen as a promising long-term prospect. His development through European racing circuits has made him better equipped to handle the demands of Formula 1, a path that many American drivers have bypassed in favor of IndyCar or NASCAR. Crawford’s candidacy represents a long-term vision for Cadillac, as he could be a driver capable of growing with the team over many seasons.

Also in the mix is Logan Sargeant, the only American to compete in Formula 1 in recent years. While his tenure with Williams has been challenging, his experience with current F1 cars and power units could be a valuable asset. Some technical staff at Cadillac have reportedly examined Sargeant’s telemetry and believe there is untapped potential in him that could be unlocked in the right environment.

Balancing Performance and Marketing

The decision on which American driver to select is not only a sporting challenge but a balancing act between performance and marketing. The pressure is mounting, as F1’s American owners, Liberty Media, have made it clear that an American driver in a competitive car is key to growing the sport’s profile in the U.S. Cadillac is expected to announce at least one driver by the end of 2025, giving that driver time to integrate with the team before the 2026 season.

The potential for an American driver to succeed in Formula 1 goes beyond the team itself—it could alter the very fabric of U.S. motorsport. A successful American driver could inspire a new generation of young talent to pursue F1 over other motorsports like IndyCar or NASCAR. It could fundamentally change the way Americans view the sport, shifting it from a foreign spectacle to one where American fans have a genuine hero to cheer for.

The driver decision also carries immense pressure. The chosen driver will be not just representing Cadillac’s ambitious entry into F1 but also carrying the weight of American racing fans who have long awaited the emergence of a new F1 star from the U.S. It’s clear that whoever secures the seat will be making history—either as the driver who brings America back to the forefront of Formula 1 or as another cautionary tale about the challenges of transitioning from American racing to the global motorsport stage.

As one veteran F1 team principal put it, “There’s no middle ground with an opportunity like this.”