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MIA  MOTORSPORT INDUSTRY ASSOCIATION

Extreme E launches new brand identity

02 Jul 2019

Extreme E, operating partner of Formula E, revealed an adventurous and impactful brand identity today as the ground-breaking motor racing championship continues to take shape.

Unlike any of the other concept which currently exists in sport, Extreme E will see electric SUVs race head-to-head in some of the world's most remote and extreme environments. The series is set to revolutionise motorsport and entertainment as it showcases E-SUV innovation and performance, whilst raising awareness, inspiring action and highlighting the global threat of climate change.

Extreme E's competitors will battle across five formidable locations that have already been severely damaged as a result of climate change - the Himalayas, Arctic, Amazon Rainforest, Sahara Desert and an Indian Ocean Island - when the first season gets underway in early 2021. The series is committed to sustainability and will play its part in the restoration of the areas in which it races.

Alejandro Agag, Founder & CEO of Formula E - operating partner of Extreme E - said: "Sport creates a passionate following like nothing else, and Extreme E will use its motorsport platform as an opportunity to raise awareness of critical environmental issues.

"Extreme E is our race to save the planet. From melting ice caps and glaciers, to deforestation and desertification, Extreme E will provide a cruical storytelling platform about the threat and impact of climate change in each location in which we race, and as we lay out the foundations of this brand new sport, it was crucial to design a brand presence which supports this bold mission."

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