Ka-chow! F1 puts Pixar’s Lightning McQueen in the fast lane

Formula 1 is bringing Disney and Pixar’s Cars to the racetrack at Monza, with Lightning McQueen set to make an appearance and the official FIA Formula 1 safety car getting a bespoke makeover inspired by the franchise.

The activation, created as part of the ongoing Formula 1 and Disney collaboration with Mercedes-AMG, will take place during the Formula 1 Italian Grand Prix, celebrating the 20th anniversary of Disney and Pixar’s Cars.

Lightning McQueen will make a special appearance during the race weekend, including an honorary lap around the Monza circuit. The character will also sport a new look inspired by the wider "Formula 1 x Disney" collaboration.

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Meanwhile, the Mercedes-AMG GT 63 PRO 4MATIC+, which serves as the official FIA Formula 1 safety car, will receive a bespoke Cars-inspired livery created exclusively for the Italian Grand Prix. 

The activation marks a crossover between Formula 1, Disney and Pixar, bringing the fictional world of Cars into one of motorsport's most recognisable race weekends.

Beyond the track, fans attending Monza will also be able to shop the Disney and Pixar Cars with Formula 1 collection throughout race weekend.

The collection includes apparel, accessories, collectibles and Mattel die-cast vehicles inspired by both Cars and Formula 1. Selected products will also be available through the Official F1 Store and DisneyStore.com for fans watching from home.

The Monza activation follows Formula 1 and Disney's recent announcement extending their global collaboration through 2028, while bringing Disney and Pixar's Cars into the programme for the first time.

For Formula 1 and Disney, the partnership provides another way to connect the sport with audiences through familiar characters and entertainment properties, extending the collaboration beyond the racetrack into merchandise and fan experiences.

The Monza weekend also sets the stage for Lightning McQueen Day, giving fans another opportunity to engage with the character and the Cars franchise as part of the broader "Formula 1 x Disney" collaboration.

The Monza activation builds on a broader Disney-F1 strategy that has increasingly moved beyond the racetrack and into culture, fashion and retail. When Disney expanded its “Fuel the magic” collaboration with Formula 1 for the 2026 season, the partnership spanned character-led experiences, exclusive collections and lifestyle collaborations across Grand Prix locations, reflecting how F1 has become a cultural touchpoint for younger audiences in APAC.

In an interview with MARKETING-INTERACTIVE during the China Grand Prix earlier this year, Kermid Rahman, senior vice president and general manager of Disney Consumer Products, Asia Pacific, said the strategy is centred on building sustained fandom between race weekends, with localised retail, fashion and experiential partnerships helping Disney characters become part of fans’ everyday lives.

The collaboration included partners such as Gentle Monster, MINISO and Culture Kings, as well as a travelling Mickey F1 car and Disney’s F1 Academy initiative with Minnie Mouse and Daisy Duck. The latest Cars activation at Monza similarly extends that strategy, bringing Disney and Pixar’s IP into the F1 environment while giving fans new ways to engage with the franchise both on and off the track.

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