British Formula One icon Johnny Herbert believes that General Motors and Cadillac’s arrival to F1 in 2026 is a win-win situation for the sport.
Speaking to Prime Casino, Herbert insists that the US car giant can further boost the popularity of formula one in America with the potential to compete with the very best teams in F1.
The 60-year-old is also confused about the thought process behind Jaguar’s controversial rebrand which he believes isn’t capturing people’s imagination.
GM and Cadillac coming into F1 in 2026. That’s massive isn’t it?
“It is brilliant for F1. The thing I liked when Michael Andretti was originally trying to get an 11th team in was the fact that it opens up space for another two drivers to get on to the grid.
“Now we have General Motors, we have exactly that. It is an American manufacturer on the grid adding to the whole F1 bubble that we have at the moment. It is a really positive thing for the American market and the global market for F1 to have a brand like Cadillac on board.
“They have done a lot of sports cars and always had a history in motorsport as a whole. It is just a great addition and it’s wonderful. This is the positive news we were all hoping for.
“In the longer term this could be the opportunity to bring on the next American driver. That is something that needs to be worked on to have the right American talent pool available to come through into F1. Cadillac could be the catalyst for that possible journey to F1 for a young American.
“It is a win-win situation with one of the biggest global brands coming into the sport and a possible American driving for them. That’s a heady combination.
“You can’t overestimate the importance of having Mario [Andretti] being a part of it with the history he has in the sport and as a former world champion. This just adds so much credibility to the whole operation.
“I want to see this as a successful challenge to the status quo, where they win races and challenge for the championship. I don't want this just to be a half hearted attempt. I hope this will be a full assault on F1.”
Could Logan Sargent get a reprieve?
“Probably not but you never know I suppose. He did not set the world on fire. Hence he got dropped.”
Who else could they go for?
“There is no American driver as yet that the team would say, ‘He is what we need in the car.’
“Experience is a very positive thing to have in a situation like this. So, someone like Carlos Sainz would add a lot to a programme like that. Then add in someone from the young driver pool which F1 is lucky enough to have at the moment. Maybe someone like Isack Hadjar.”
How long would it take for GM/Cadillac to actually get competitive?
“Look at Aston Martin. They gave themselves five years and we are in year three. It will be a very difficult challenge for them to get the right personnel for them to produce the right infrastructure to be able to have a car that wins races.
“Having Rob White coming in shows they are serious. Rob has huge experience from Renault F1. He is exactly the right type of character you need to take it forward.
You need the very, very best. Most of them, like Adrian Newey, are tied up for the next couple of years. Or you have to look to the future and try to draw them to your project and sell the vision.
“That is a long term thing. It is the next generation of technical expertise you have got to try to find.
“It is great because we have just come off the back of the second Las Vegas Grand Prix which was a success and that really helps the American market grow. More than 300,000 went over the weekend and that shows the enormous growth potential for the sport in the United States.
“To have a manufacturer like Cadillac on board is only going to spread the good news around America quicker than it has ever done.
“It is lovely having traditional marques like Ferrari being successful in F1, but when it’s your own American team it adds something extra special in a Formula that has not yet been dominated by an American manufacturer. Maybe now it is the right time for that to happen. It can only be a huge positive for Cadillac as a brand to be involved in F1.”
What are your thoughts on the Jaguar rebrand?
“Oh my Lord, what have they done?! You look at it and wonder what it is trying to achieve. Where is it pitching itself at? Who is it trying to appeal to? I am confused.
“I had heard the whole rebranding is being aimed at a very high market car in the next couple of years. Nothing under £100,000.
“Is it the Jaguar brand and logo that is the problem, or is it the product itself which people don’t seem to want to buy? I would say the biggest problem is the Jaguar product. It is not selling.
“To take the cat off Jaguar just seems the most unbelievable marketing decision I think I have ever seen. Everyone I have spoken to just doesn’t get it. If they had made a better product, it would be selling and you wouldn’t need an expensive new logo. The product is not capturing people’s imagination.”
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