For nearly a decade, Haas F1 Team has carried the American flag in Formula 1, capitalising on its unique status as the sole U.S.-owned outfit. However, the impending arrival of General Motors’ Cadillac, another American team, could pose a challenge.
In their debut F1 season, Cadillac F1 is already set to dramatically reshape the landscape in many ways. Their American branding could potentially leave Haas scrambling for relevance in its home market.
A new American revolution for F1
Cadillac F1 team’s entry threatens to redefine what it means to be a U.S. contender on the global racing stage, potentially leaving Haas fighting for relevance in its own backyard. The contrast between the two projects is stark.
Haas operates on a lean, customer-focused model, purchasing as many parts as regulations allow from Ferrari. While this strategy ensures competitiveness on a budget, it has drawn criticism for a perceived lack of authentic American identity and technical ambition. The team have consistently struggled for points in past seasons and currently stand in P9 in the Constructors’ Championship, with only one team behind them.
Cadillac’s proposed entry, however, is a full factory effort. Their project promises a working engine and a deep, direct investment. In addition to this, their recruitment positions Cadillac not just as a new team, but as a genuine constructor with the resources to compete at the front. This formidable package is quickly challenging Haas’s position as America’s “home team” favourite.
Checkered Flags and National Identity
Cadillac’s entry also harnesses a powerful force in modern sports: the casual fan. These viewers, who may not follow every race, are instantly drawn to brands they know and trust. Cadillac is an iconic American symbol of luxury and performance.
This immediate brand connection gives them a built-in advantage in capturing the attention and loyalty of the American public. Cadillac is so far proudly leveraging its American connection, signing a sponsorship with American brand Tommy Hilfiger and as seen with Bottas’ announcement.
While Haas is a dedicated racing team, its name lacks mainstream recognition in the United States. As a result, Haas will likely struggle to maintain its visibility and popularity, as the media spotlight and casual fan interest shift overwhelmingly to a familiar American brand on the grid.
Haas F1’s American identity has also been diluted by its strong connections to foreign influences. Their former sponsorship with the Russian firm Ukralkali meant their livery also featured the Russian flag and its colours. This may have prevented it from building authentic national pride with American fans.
— Valtteri Bottas (@ValtteriBottas) August 26, 2025
A major hurdle for both teams is the absence of an American driver, a key element for building a passionate fanbase. Without a homegrown hero to support, American fans struggle to form a deep, patriotic connection with either operation, viewing them more as branded projects than as true national representatives.
The consequence for Haas is a formidable new competitor on and off the track. As Cadillac leverages its brand power and a narrative of American innovation, Haas risks being overshadowed. To avoid fading into the background, they must find a new way to articulate their value and connect with fans.
