JLR (Jaguar Land Rover) has announced plans to partner with global tyre manufacturer Pirelli to commit to use FSC (Forest Stewardship Council) certified natural rubber tyres across its range of vehicles. This marks an industry first, with JLR becoming the first vehicle manufacturer to adopt FSC-certified tyres at scale. Starting with the new Range Rover Electric, JLR ultimately aims to transition all tyres from across its portfolio, requiring more than 250,000 FSC-certified tyres per year. It follows an earlier development in February this year, where the FIA announced that Formula 1 was to become the first motorsport competition to use Pirelli FSC-certified tyres.
It adds to JLR’s ‘Reimagine’ strategy, part of which includes a commitment by the company to become a carbon net zero business by 2039, as well as full traceability of materials used in manufacturing. As part of this strategy, JLR has said that it makes responsible sourcing and traceability across every stage of a tyres production a priority.
The FSC certification verifies that used material has been identified and separated from any non-certified material as it progresses through the supply chain “from the plantations to the tyre manufacturer meaning it is fully verified to be sustainably farmed to the highest standards”[i]. With 77% of people in the UK recognising the FSC logo, and 71% saying they would be ‘very likely’ or ‘fairly likely’ to give preference to FSC-certified products, JLR’s new offering enhances its push towards sustainability and adds further credibility to its plans.
In a press release Andrea Debbane, Sustainability Director at JLR, 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'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 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.”[ii]
In addition, JLR has stated that it is committed to strengthening its global sourcing process to enable supplier evaluation on ESG criteria, as part of its effort to set new benchmarks for environmental, societal and community impact as a luxury business. The company believes that by empowering buyers to collect supplier‑specific ESG data, it can identify and select those suppliers who can demonstrate that they meet the highest standards relating to environmental performance, labour practices, and social responsibility.
[ii] https://media.jaguarlandrover.com/news/2024/07/jlr-roll-out-fsc-certified-natural-rubber-tyres-across-its-luxury-vehicles
Lauren has extensive experience as an analyst and market researcher in the digital technology and travel sectors. She has a background in researching and forecasting emerging technologies, with a particular passion for the Videogames and eSports industries. She joined the Critical Information Group as Head of Reports and Market Research at GRC World Forums, and leads the content and data research team at the Zero Carbon Academy. “What drew me to the academy is the opportunity to add content and commentary around sustainability across a wealth of industries and sectors.”
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