Inside Goodyear's Sustainable Tyre Revolution
Goodyear has taken a significant leap towards a sustainable future with the unveiling of its ElectricDrive Sustainable-Material (EDS) tyre.
The development, showcased at the ESG and Sustainable Development Leadership Forum during the 7th China International Import Expo (CIIE), marks a step forward in the company’s journey to deliver the industry's first fully sustainable-material tyre by 2030.
In the face of rising demand for eco-friendly products, Goodyear's EDS tyre is a key component of its sustainability-focused strategy. Designed specifically for EVs, the tyre combines performance with environmental consciousness. With the EDS tyre, Goodyear addresses both customer expectations for quality and the industry's push towards sustainable solutions.
The growing demand for sustainable tyres
As the world moves towards a more sustainable future, the automotive industry is seeing a substantial increase in demand for tyres that align with the eco-friendly ethos of electric vehicles.
EV drivers are seeking durable, high-performance tyres that not only deliver on performance but are also made with minimal environmental impact. Goodyear's EDS tyre answers this call by providing a product that prioritises sustainable materials, durability and performance.
The EDS tyre is engineered to deliver a high level of functionality. In addition to exceptional wet braking and handling, it offers reduced noise, lower rolling resistance and a long lifespan, all of which contribute to a better driving experience for EV owners. This focus on quality and sustainability is what Goodyear hopes will set the EDS tyre apart in the growing EV market.
Built using a mix of recycled and bio-based materials, the EDS tyre includes elements like recycled polyester and carbon black, sourced from end-of-life tyres.
Goodyear’s use of certified sustainable materials, such as those approved by the International Sustainability & Carbon Certification (ISCC), demonstrates the company’s effort to develop tyres that reduce dependency on new resources. Available for purchase on Tmall starting in December 2024, the EDS tyre will become available in other Asia-Pacific regions in early 2025, further expanding Goodyear’s reach in the market.
Goodyear’s sustainability commitment
At the CIIE forum, Goodyear’s Asia-Pacific President, Nat Madarang, reiterated Goodyear’s focus on corporate responsibility and sustainable innovation.
He explained that these priorities are embedded within Goodyear’s "Better Future" framework, which outlines the company’s dedication to sustainability through four key areas: sustainable sourcing, responsible operations, advanced mobility and an inspiring culture.
“Goodyear has integrated corporate responsibility into its company culture,” Nat explained. “This commitment is deeply rooted within Goodyear's corporate responsibility framework, known as Goodyear Better Future.
"The framework's pillars — sustainable sourcing, responsible operations, advanced mobility and inspiring culture — continue to guide Goodyear's global operations.”
The company’s climate and sustainability goals include a shift to 100% renewable electricity across all manufacturing facilities by 2030 and a goal of 100% renewable energy by 2040.
In alignment with this strategy, Goodyear also aims to eliminate petroleum-derived oils from its products by 2040. These goals highlight Goodyear’s intent to address environmental concerns while leading the industry in sustainable practices.
Goodyear’s Chief Executive Officer, Mark Stewart, affirms this commitment: “Our commitment to sustainability and delivering value to our customers and other stakeholders is unwavering.
Our 2023 corporate responsibility report demonstrates how our associates around the world continue to help build a better future, from exploring new innovations and materials, to identifying and implementing new strategies to help us meet our corporate responsibility ambitions, to giving back to our communities in which we live and work.
Celebrating 30 years in China
This year, Goodyear also celebrates its 30th anniversary in China, marking a milestone in its journey to enhance both mobility and sustainability in one of the world’s most significant automotive markets.
As a testament to Goodyear’s efforts, the company’s achievements were recognised at the CIIE forum, where Goodyear was honoured as one of China’s top nine best practices in corporate responsibility.
“We are thrilled to receive this recognition,” Nat added.
“Goodyear’s innovative spirit places us at the forefront of this mobility revolution as we collaborate with customers and innovators alike to shape its trajectory.
"We eagerly anticipate what lies ahead for mobility and are excited about our contributions to advancing tyre performance within this transformative landscape.”
Through these initiatives, Goodyear reaffirms its commitment to developing tyres that meet the needs of modern drivers while supporting a sustainable future.
With a clear vision of a 100% sustainable-material tyre, Goodyear is not only setting a standard within the industry but is also playing a pivotal role in transforming the way we approach automotive sustainability.
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