JLR Partners with Pirelli to Pioneer FSC-Certified Tyres Across Luxury Vehicle Portfolio
In a groundbreaking commitment, JLR has partnered with renowned global tyre manufacturer Pirelli to introduce FSC-certified natural rubber and rayon tyres across its luxury vehicle range. This pioneering initiative will debut with the new Range Rover Electric, marking the first large-scale adoption of FSC-certified tyres in the automotive industry.
Ensuring Ethical Standards and Quality
JLR’s collaboration with Pirelli ensures that the tyres used in their luxury vehicles are of the highest quality and meet rigorous ethical standards. This initiative aligns with JLR’s Reimagine strategy, which emphasizes responsible sourcing and supply chain transparency.
Advancing Sustainable Rubber Adoption
The partnership represents a significant milestone in the automotive sector’s shift towards sustainable practices. By choosing FSC-certified tyres, JLR and Pirelli are not only supporting sustainable natural rubber production but also contributing to the preservation of forests and the promotion of sustainable development.
Traceable Supply Chain for Sustainable Production
As part of its commitment, JLR ensures that the natural rubber used in its tyres is traceable throughout the entire supply chain, from plantations to the tyre manufacturer. The Forest Stewardship Council (FSC) chain of custody certification process verifies that FSC-certified materials are separated from non-certified ones, ensuring sustainability at every stage.
Statements from Industry Leaders
Andrea Debbane, Sustainability Director at JLR, expressed enthusiasm about this partnership: “This collaboration with Pirelli marks a pivotal moment in our sustainable luxury journey. By integrating FSC-certified tyres, we are not only providing our clients with high-quality, high-performance products but also supporting responsible forest management and protecting communities in our supply chain.”
Matteo Battaini, Pirelli Head of Sustainability & New Mobility, added: “Innovation and sustainability are at the core of our operations. The FSC certification ensures that our forests are managed responsibly, benefiting local workers and communities. We are delighted to partner with JLR, the first car manufacturer to use our FSC-certified tyres across a wide range of vehicles.”
Growing Recognition of FSC Certification
According to FSC insights, awareness of the FSC logo is increasing. A 2023 survey revealed that 77% of people in the UK recognize the FSC logo, and 71% are likely to prefer FSC-certified products.
Strengthening Sustainability in Global Sourcing
In addition to the FSC-certified tyres, JLR and Pirelli are working to increase the percentage of sustainable and recycled content in all tyres supplied to JLR. JLR is also enhancing its global sourcing process to evaluate suppliers based on environmental, social, and governance (ESG) criteria, ensuring they meet the highest standards in environmental performance, labor practices, and social responsibility.
