Hugo Spowers designed racing cars for 15 years but got out for environmental reasons.  He set up Riversimple as a sustainable car company, on the basis that a step change in automotive technology is both essential and possible.  Riversimple is developing lightweight hydrogen fuel cell cars along with the strategies necessary for bringing them to market, such as a circular 'usership' model, Vehicle as a Service; this aligns the interests of business with the needs of society, ensuring that efficiency and sustainability are profitable and eliminating the economic barriers to bringing the new technology to market.