How Cadillac and Acura are using motorsports to sell V-8s and EVs

Posted by Talbot Payne on January 30, 2026

Daytona Beach, Florida — At the Cadillac display here at Daytona International Speedway, racing fans mobbed the collection of battery and gas-powered cars. Rolex 24 attendees told The Detroit News they disagreed with government electric vehicle mandates and said the market should offer a choice of gas, electric, hybrid, etc.

With an assist from motorsports, luxury brands see opportunity to sell all of the above.

The highly-touted electric revolution has hit a pothole as U.S. buyers have shied from electrics’ high prices and limited range. As high-powered, high-cost hybrid Cadillac and Acura race cars thundered around the 3.6-mile track, Cadillac and Acura wooed upscale buyers with multi-car garages.

Samuel Hope, 61, of Jacksonville, Florida, left, and Darin Schroyer, 59, of Daytona Beach at the Cadillac stand. Neither was interested in the GM brand's EV offerings.

Samuel Hope, 61, of Jacksonville, Florida, left, and Darin Schroyer, 59, of Daytona Beach at the Cadillac stand. Neither was interested in the GM brand’s EV offerings. Henry Payne, The Detroit News

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