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Innovation

 

Ali Russell is the Chief Marketing Officer of Extreme E. The five-race global electric SUV off-road racing series aims to leverage the power and popularity of motorsports to raise awareness about climate change by holding races in extreme environments around the world which have already been damaged or affected by climate and environmental issues.

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The stunning desert landscapes of AlUla in Saudi Arabia make the perfect setting for the start of the inaugural FIA-backed Extreme E all-electric SUV racing season. The Desert X Prix will take place in AlUla between April 3-4, 2021. Following the Dakar Rally and Formula E, the Kingdom welcomes Extreme E. It's not only a prestigious motorsports event but also a natural partner for advancing the country's own Vision 2030 goals of promoting the​​​​​​​ renewable energy sector, fighting desertification, and placing a strong focus on sustainability.

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"If you want to do something, if you want to be a writer, you've got to write. If you want to be a filmmaker, you have to make films." - Spike Lee, during a talk delivered in San Francisco on June 8, 1996.

These words may seem entirely intuitive and straightforward, but it's funny how we can often lose sight of the truth of this statement.

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