Sustainable Tyres for Luxury Cars to Hit Roads
Key Takeaways
- JLR becomes the first automaker to use FSC-certified tyres across its entire luxury vehicle range.
- This collaboration with Pirelli supports responsible forest management and promotes sustainability.
- JLR firms up its commitment to ethical sourcing and environmental responsibility.
Luxury carmaker Jaguar Land Rover (JLR) and global tyre giant Pirelli have partnered for responsible operations.
JLR will become the first automaker to adopt FSC-certified natural rubber tyres across its entire range of luxury vehicles. This move represents an important development in the automobile industry's direction towards more ethical sourcing methods and environmentally friendly tyre manufacturing.
The partnership will see Pirelli supply FSC-certified tyres for all JLR models, starting with the new Range Rover Electric. This commitment translates to over 2,50,000 FSC-certified tyres per year. The FSC certification ensures the rubber is sourced from responsibly managed forests, promoting biodiversity and supporting local communities.
JLR's decision to use FSC-certified tyres is consistent with its Reimagine strategy, which places a strong emphasis on supply chain traceability and ethical sourcing. By guaranteeing that the rubber used in these tyres can be traced back to its source, the FSC chain of custody certification ensures that the highest sustainability criteria are met.
"This is an exciting point in our sustainable luxury journey, as we partner with Pirelli, a company that shares JLR’s sustainability ambition and is at the forefront of sustainable tyre production," states Andrea Debbane, Sustainability Director at JLR. "We're looking at every aspect of our vehicles to find solutions that enable us to redefine luxury in a way that's better for people and the planet. By choosing Pirelli's FSC‑certified tyres, we're offering our clients high‑quality, high‑performance tyres whilst supporting responsible forest management and protecting the communities in our rubber supply chain to drive real progress."
Matteo Battaini, Pirelli Head of Sustainability & New Mobility, says, "Innovation in materials and reliability on our products sustainability features are a must for us. The FSCTM certification confirms that forests are managed to preserve biological diversity while benefiting local workers and communities in a way that is economically beneficial for them. We are pleased that JLR has chosen to join our Pirelli journey as the first car maker to use Pirelli tyres with this certification across a wide range of vehicles."
Consumer awareness of the FSC logo is on the rise, with a 2023 survey revealing that 77% of UK residents recognised the symbol and expressed a preference for FSC-certified products.
Beyond the initial adoption of FSC-certified tyres, both companies plan to collaborate on more advancements. They aim to increase the use of sustainable and recycled materials in all JLR tyres.
JLR upgraded its global sourcing procedure by integrating environmental, social, and governance (ESG) standards into the assessment of its suppliers. Their commitment to establishing new standards for sustainability and moral behaviour in the high-end automotive sector becomes apparent through this endeavour.
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Source: JLR
