JLR has joined forces with global tyre manufacturer Pirelli in a global automotive industry-first commitment to using FSC-certified natural rubber tyres across its range of modern luxury vehicles.
The luxury car manufacturer will be the first to adopt FSC-certified tyres at scale, transitioning all tyres from Pirelli across its entire portfolio, debuting on the new Range Rover Electric. The commitment will amount to over 250,000 FSC-certified tyres per year.
The collaboration between JLR and Pirelli represents a significant step in increasingly sustainable tyre production and adoption, supporting the preservation of forests and promoting sustainable development.
As part of its Re-imagine strategy, JLR is fully committed to responsible sourcing, including working to ensure natural rubber used in its tyre production is traceable across every processing stage through to the origin.
The complex Forest Stewardship Council (FSC) chain of custody certification process verifies that FSC-certified material has been identified and separated from non-certified material as it makes its way along the supply chain, from the plantations to the tyre manufacturer meaning it is fully verified to be sustainably farmed to the highest standards.
Sustainability Director at JLR, Andrea Debbane, said: “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.
“We are 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 are 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.”
Head of Sustainability and New Mobility, Pirelli, Matteo Battaini, said: “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.”
FSC insights show that awareness and understanding of the FSC logo are increasing. A 2023 survey revealed that 77 per cent of people in the UK recognise the FSC logo and 71 per cent would be very or fairly likely to give preference to FSC-certified products.
In addition to introducing FSC-certified products across JLR’s portfolio, Pirelli and JLR are working together to increase the percentage of sustainable and recycled content of all tyres supplied to JLR as they work towards shared sustainability ambitions.