- Cadillac will be opening its main base in Fishers, Indianapolis, to establish US footprint
- Dinger says targeting a title partner is still not “an urgent priority” for Cadillac
The Cadillac Formula One team sees considerable room for growth in the US and hopes to “win the hearts and minds” of fans in the country.
The General Motors-backed, US-based outfit is making its debut in the global motorsport series this season after being confirmed as the 11th team in 2025.
Speaking at the BlackBook Motorsport Forum, the team’s chief partnerships officer, Willem Dinger, cited the joint survey conducted by Formula One and Motorsport Network when explaining the potential to attract new fans.
The study revealed that while the sport’s US audience is growing, only a small portion of that fanbase currently support a Formula One team.
“Only 21 per cent of F1 fans are aligned with a Formula One team, so we feel there’s a 79 per cent, 80 per cent headroom to be able to win the hearts and minds of that US population,” Dinger said.
“We’ve got the three US Grands Prix, as well as Canada and Mexico, so for us it’s all about driving penetration and engagement and winning that American audience.
“But the way that we’re positioning ourselves is that we feel that we are that American spirit but on a global stage.”
Cadillac is currently based in a complex of buildings next to Silverstone Circuit, but the goal is to establish a home in the US to emphasise its roots in the country.
“We’re opening up a huge facility in Fishers, Indianapolis, which will be the home of the Cadillac Formula One team,” Dinger added. “We’ve also got the power performance unit in Charlotte, North Carolina. We’ve got GM [General Motors] also headquartered in Detroit.
“We feel that that gives us a benefit as well in terms of tapping into different talent and making sure that the way we’re operating is driving efficiencies across the globe.”
Dinger also reiterated that Cadillac will not be securing a title partner will continue for the time being, echoing the stance shared with BlackBook Motorsport at last year’s Las Vegas Grand Prix.
“We’re not looking for a title partner at the moment,” he continued. “I’m not saying that it’s never going to happen. I think we’re just trying to position and cement our team first and foremost…this isn’t an urgent priority.”
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