Cadillac's F1 Work Could Spawn Even Better CarsCadillac (Cadillac)The world of Formula 1 is dominated by the world’s most iconic names in automotive performance. Ferrari, McLaren, and Mercedes-AMG road cars all benefit from an undeniable perception boost as a result of their lasting success in the sport. Cadillac certainly has a storied history of its own, but its motorsports endeavors haven’t helped elevate the brand’s products to the level of its newfound European rivals thus far.During this year’s Miami Grand Prix festivities, however, senior General Motors executives shared their thoughts with Road & Track about how F1 could help close that gap, and how that shift in perception would be an important step on the road towards a genuine Cadillac supercar.The Cadillac of today is quite simply not the same company that your father or grandfather was a fan of. The CT4-V Blackwing and CT5-V Blackwing models are some of the greatest sports sedans ever crafted. The Escalade remains the top dog in American luxury SUVs, both in combustion and electric forms. Regardless of those genuine product successes, however, brand leadership is aware many people have not gotten over a few earlier decades of poor product planning and execution. But the entry into F1 offers GM an opportunity to further differentiate Cadillac from the larger portfolio, and perhaps move upmarket, according to GM president Mark Reuss.AdvertisementAdvertisement“I think there's reality—[but] perception is worth talking about, too,” Reuss said during a media roundtable in Miami. “We don't have that perception yet, so we got to earn it, which is really important. But I think [F1] does offer that opportunity."Cadillac F1 Team (Cadillac F1 Team)"I think if you look at our offerings, you know, we're making a $350,000 Celestiq," he added. "We haven’t made a handmade car since 1957. It's a long time, but we are; we'll make more, and we'll make different ones than Celestiq. That's part of the DNA and the formulation of what 'driving the brand' really means."Coming into F1 also means there can be pressure from the racing side, he said, citing the company's experience with the limited-edition CT5-V Blackwing F1 Edition. "When we were doing this car, the Blackwing, the Formula 1 one, Stefano [Domencali] says: ‘Well, how much are you gonna charge for it? I said, this [much]. He said, ‘You're not charging enough money for it. Charge more for it.’ And so I think they [F1] want to see us really take advantage of it and drive it.”Cadillac (Cadillac)Reuss further noted that the entry into F1 serves as a great bridge for international markets, particularly those in which Cadillac has not operated recently. An appearance on the biggest stage in motorsports is sure to gain attention from buyers who might have otherwise never even heard of Caddy's current lineup. Furthermore, the sport serves as an entry point for much younger fans who are not “tainted” by the woes of Cadillac’s past.AdvertisementAdvertisement“There's a whole set of people that are much younger than me that do not know what Cadillac was or is, or all they know is what they see, which is really powerful,” said Reuss. “And that's a huge opportunity too. So we got to do it right. Cadillac's cool. Cadillac's very modern, very much on the edge of the technical point for America, but also GM—and, I think, the whole industry that's American luxury."Building the perception required to sell a potential Ferrari or McLaren rival is only part of the battle, of course; the product itself has to deliver. But General Motors is no strangers to building incredible sports cars, as the Corvette lineup has proven time and again. The C8-generation 'Vette in particular is a prime example of the technical ability behind the brand’s chassis and powertrain teams. And, crucially, the days of the Corvette team holding the rest of GM's performance ambitions hostage are long gone.Cadillac (Cadillac)“The ZR1X, it is an absolute world-class car," said GM senior vice president of product programs, product safety and motorsports Ken Morris. "And that does come from the same technical capability as a company that we use for the Blackwings and the Cadillac sedans, etc.”Morris also highlighted that the technical know-how being gained down in Charlotte, particularly when it comes to tool development, has both massively improved and accelerated Cadillac's ability to quickly turn around product plans. While unwilling to specifically comment on the potential for new sports cars, Morris did note it is easier to speed up development timelines when a brand has clarity going into the project, and that motorsport intentions help grease the wheels. Any road car that could ultimately also spin off a race car would inevitably involve both the motorsports and production vehicle teams, something that Morris seems particularly excited about.Cadillac (Cadillac)"You put those two teams together and it's powerful,” said Morris.AdvertisementAdvertisementWhile neither executive was willing to suggest a supercar is sure to spawn from the F1 effort, the idea of higher-end Cadillacs seems sure to be front of mind. Of course, it'll take time for the team to truly get its feet wet in the world of open-wheel racing, but the General is no ordinary automaker—and there’s still a few years before the brand becomes an engine supplier for Formula 1, at which point we'll all be better able to judge GM’s success. Hopefully we get an American Mercedes-AMG One out of the deal...You Might Also LikeIf You Can Only Own One Car, Make It One of TheseThese Are the Most Popular Cars by State