Extreme E Makes Inroads in China Through Toutiao

The off-road all-electric SUV racing series Extreme E has expanded its reach in China through a partnership with Chinese news platform Toutiao. The content aggregation platform will now receive Extreme E content such as live racing outcomes as well as features on teams and drivers.

Toutiao is one of the biggest content discovery platforms in China, with 120 million daily users. The company uses artificial intelligence and algorithms to generate an endless news feed that users can customize based on their interests. Toutiao is owned by ByteDance, the same Chinese conglomerate that owns TikTok.

Extreme E is scheduled to debut with a five-race season in 2021, starting with a race at Lake Retba in Senegal on Jan. 22. The series purposefully races at locations already damaged by climate change in an effort to bring awareness to the issues caused by climate change. China is both the largest manufacturer and consumer of electric vehicles in the world.