Chairman & Chief Executive Officer, General Motors Co
GM CEO MARY BARRA talks Cadillac in F1 and their expectations for the team
In this exclusive chat ahead of the opening Grand Prix, General Motors CEO Mary Barra talks about the brands entry into F1.
About Mary Barra
In the first half of 2026, Mary Barra discussed General Motors’ financial performance and strategic priorities during the company’s Q1 earnings call and in media interviews. She stated that GM was “executing well against our plan” and had “durable earnings,” citing a first-quarter EBIT-adjusted margin of 10.1% in North America, which included a benefit from a tariff adjustment. Barra noted that GM was raising its full-year EBIT-adjusted guidance by $500 million to a range of $13.5 billion to $15.5 billion, while also addressing higher costs linked to the conflict in Iran. She said the company was “prepared to respond quickly and strategically” to market developments and emphasized a multi-year focus on products, team, and balance sheet strength. Barra also spoke about the role of artificial intelligence at GM, describing an AI tool that allows designers to estimate aerodynamics on concepts in minutes rather than weeks. She said AI is a way to “give the tools to the people to be able to do better work” and that it is “hard to predict” whether AI will create more jobs than it replaces. On competition with China, Barra called for a “level playing field,” including “equivalent tariffs” and an end to what she described as unfair Chinese government subsidies, and she raised national security concerns about connected technology. Regarding consumer demand, she said GM was not seeing customers pull back on purchases or fall behind on auto loans, and that the company offers six models starting under $30,000.
Transcript (25 segments)
I
Interviewer0:00
Mary, thanks for joining us. Cadillac and Formula 1, why?
M
Mary Barra0:04
Well, this is Cadillac's moment and we've been working so hard to make sure we're bringing design, craftsmanship, technology to Cadillac and to be able to compete on the top world stage. That really, the top tier of racing is really where Cadillac belongs. So I couldn't be more excited.
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Interviewer0:21
Does the growth of Formula 1 generally, but more importantly the growth of it in America, a big reason behind this for an American team and American brand?
M
Mary Barra0:29
Well, we think of Cadillac as a global brand, but I think clearly what's happening in the US is something that's very exciting. And I think having a full American team, a full works American team, is really going to help F1. And clearly something that is going to be great for Cadillac because the F1 fan and those who follow F1, I think they're looking for technology, for performance, and for a true luxury brand. So I think this is where Cadillac belongs.
I
Interviewer0:55
What about the Aussie fans? Cadillac is actually a well-known brand in Australia because of American television. You know, we grew up with whether it's a sitcom or movies with Cadillac being this luxury brand, but it's new to Australia in many terms. Is this part of the marketing for Cadillac as a brand in Australia?
M
Mary Barra1:12
Well, I absolutely think it is. And we're so excited to be able to really start our journey in F1 in Australia because there's such a heritage of racing that I think it's just part of the culture in Australia. Chevy racing and now bringing Cadillac as we introduce Cadillac vehicles to market, I think it's going to be very positive.
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Interviewer1:32
And looking at the, you mentioned a journey, it's a pretty important word because I'm assuming you don't have immediate title or winning expectations, or do you?
M
Mary Barra1:40
Well, you know, we're here to compete. We're here to continue to get better. We know we're racing with the very, very best, against the very, very best. So we're here to compete, to learn, but believe me, we're committed and we're playing a long game.
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Interviewer1:52
The Cadillac brand in Australia is unique in some way because it's an electric brand in Australia. What do you see of the Australian market in terms of electric adoption and do you see a unique role for Cadillac as a luxury electric option?
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Mary Barra2:05
Well, I think it's going to open up a whole new world because what we find with electric vehicles, once a customer buys one and uses one, is they don't go back. They love the performance, the technology. They love never having to go to the gas station, and especially if they can charge in a garage or at work somewhere that's convenient, it really is a game-changer. So I think we're excited to be bringing electric vehicles, and Cadillac is where we're launching primarily, although we have EVs across the brands, more to come. But I think that will really give a great opportunity for people to experience.
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Interviewer2:42
You've got a pretty good ambassador, spokesperson, representative of the brand in Valtteri Bottas on your team. We in Australia would say we've claimed him as an adopted Australian. He's a remarkable talent but also a great ambassador for Cadillac.
M
Mary Barra2:56
Oh, absolutely. Absolutely. And the energy and excitement that he's bringing to the sport with Cadillac, and the fact that he's here, and if as you've adopted him, I think that will be something very positive, especially as we know he'll perform on the track.
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Interviewer3:11
How do you judge success for a program like this in Formula 1? Is it just results or is there other ways to determine how this huge venture is working for you as a brand?
M
Mary Barra3:22
Well, there's so many aspects of F1 that are so important to us. One, it is how do we perform on the track, but it's also attracting and really making a whole new set of customers aware of our brand and potential owners. And then the lift to the Cadillac brand being at the top from a racing perspective, all of those things come together of building the brand, continuing to demonstrate our technical performance, and then taking what we learn from the track and getting it across our vehicles.
I
Interviewer3:53
One of the things that I think is an interesting measure is when you go to the Grand Prix this weekend, you'll see lots of different car brands with big stands, exhibits. You've got some activations at the track and then you've got fans. Does it excite you to walk through races maybe later this year when people have been to races and bought merchandise to see the Cadillac logo on people's hats and shirts because that's people literally wear brands on their sleeve?
M
Mary Barra4:16
Well, absolutely. And I was excited as I was walking the streets of Melbourne yesterday and was already seeing people wearing Cadillac Formula 1 shirts and hats. So definitely, and I hope that continues to grow. But again, it represents something unique with true American luxury, true performance, and having the full works team bringing America to F1.
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Interviewer4:38
Do you put a bit of pressure on here this weekend you being here? It's the big boss in town. Not just the drivers but everyone from the team will know that there's all eyes on the team this weekend from a brand new perspective for the Cadillac brand.
M
Mary Barra4:50
Well, I'm not putting pressure on the team. I'm proud of the team. They have worked so hard to get here and the nights and days and days and nights they put into the vehicle at every step of the way. I've been a part of that journey. I'm just proud that we're here and we start our journey.
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Interviewer5:04
And I guess next time you come back you want to see more of these beautiful machines on the road here in Australia. That's the long-term goal.
M
Mary Barra5:10
Absolutely. Want to see more Cadillacs, more GMCs, and more Chevys on the road. We love our big utes. I mean that's a big part of the General Motors brand here in Australia. I think they're one of the best-selling big trucks as you would call them in Australia. It's a remarkable turn of success for essentially a new brand with heritage here in Australia to take over a bit of a market like that for us because it's such an important part of the Australian car market.
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Interviewer5:34
Well, I think the ute market is something that we really work hard to understand the customer. So I think as they see the vehicle, get into the vehicle, taking over that market it's not surprising because of all the dedication we put into making sure that vehicle meets their needs.
Got any predictions for this weekend? Where do you want to, where do you hope to see Valtteri and Checo at the end of the race?
M
Mary Barra5:57
You know what? I hope they do their very best. I'll tell you as we're going to leave it all out on the track, but I'll be proud no matter what.
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Interviewer6:02
That's all that matters. Thanks for your time.
M
Mary Barra6:04
Thank you very much. Thanks for being here.