New PURE ETCR TV programme highlights drive for electromobility on Earth Day

PURE ETCR’s drive towards a new era of electromobility features prominently in an all-new documentary programme released this week to mark Earth Day.

Available in full on the PURE ETCR YouTube channel, the programme examines how the world’s first all-electric, multi-brand touring car championship

It will also be broadcast on Eurosport 2 (April 21) at 21h00 CET to an audience of millions.

Contributions from influential figures, such as His Serene Highness Prince Albert II of Monaco, world-renowned environmentalist Bertrand Piccard and EARTHDAY.ORG President Kathleen Rogers highlight the importance of environmental issues facing the planet and how PURE ETCR can be a catalyst for change.

With more than 1 billion tonnes of carbon dioxide (CO2) released by cars every year, the world’s automotive manufacturers are embracing electrification within product ranges as they seek to give customers the chance to drive more responsibly in the future.

PURE ETCR gives manufacturers a global showcase for these new electric cars, built around a formula of 500kW powertrains that produce the equivalent of 670bhp to create the most powerful touring cars ever.

Hyundai Motorsport Team Principal Andrea Adamo agrees this is an excellent step for creating desire for electromobility among car enthusiasts.

“When I was a teen, the sporty cars were sold in terms of power, top speed, acceleration… Now every car is sold on fuel consumption, emissions and things like that,” he says.

“If we can take [electric] cars like this and make them fast and attractive, it’s great. If we stand still, we die.”

World-renowned environmentalist and explorer Bertrand Piccard, a key advocate of electromobility, is convinced that motorsport in general, and PURE ETCR in particular, can have an influential role in shifting the perception of electric cars.

“For a long time, ecologists have shown a very dull and boring world; a world of less mobility, less consumption, less comfort and less growth,” Piccard says. “That was not very attractive.

“Now we’re showing ecology through a window of something that brings enthusiasm, passion, performance and profitability. You see this with PURE ETCR; a new way to race with electric cars.

“It will not change the world or the climate situation on its own, but it sends a signal. In 20 years every car will be electric. For now, if you drive electric, you can feel like a pioneer.”

PURE ETCR Series Director Xavier Gavory outlines the steps PURE ETCR is taking towards not only creating greater sustainability in motorsport, but also in attempting to influence the enthusiasm of touring car fans for electromobility.

“We had to take some immediate measures, like using hydrogen generators to power our events, establishing a sensible calendar, using sea freight instead of air freight using a monotyre so we use and transport less, but this is just the start,” he explains.

“We have announced a partnership with the global NGO EARTHDAY.ORG, making a series of concrete actions that we will activate in every country we visit, as well as signing up to the United Nations Sports for Climate Action Framework to try and educate more people.”

David Leavy, Chief Corporate Operations Officer for PURE ETCR owner Discovery Group, is convinced that the series can play a vital rule in informing a new generation of touring car fans of the benefits of electromobility to the planet.

“Stories about planet earth have been core to the Discovery experience since Day One” Leavy says. “In creating PURE ETCR we can reach a new category of superfan; the car enthusiast.

“They may never have had access to the sustainability message before, but if we can bring this in a compelling way, we think we can make an impact over the next three, five, 10 years and show that electric power can be just as fast as what they’re used to.”

Even His Serene Highness Prince Albert II of Monaco agrees, pointing out the importance placed upon a move towards electromobility by the Principality following a passenger ride in the Hyundai Veloster N ETCR around its world-famous street circuit.

“For some years we’ve had an electric vehicle show here in Monaco,” he says. “That’s helped us grow in a very short space of time to seven per cent electric vehicles on the road here.

“We aim for 10 per cent very shortly as we head towards our goal of reducing greenhouse gasses by 55 per cent by 2030 and going carbon-neutral by 2050.”

With extra contributions from Romeo Ferraris driver Stefano Coletti and Operations Manager Michela Cerruti and many more, the programme highlights the role PURE ETCR is playing as a more conscious world places motorsport and its output under ever-increasing scrutiny.

PURE ETCR invites everyone to watch the show (add link) and to join us in participating in Earth Day’s wide range of activities on April 22.

Watch the programme right here…

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