Jaguar Land Rover (JLR) has made a groundbreaking move by partnering with global tyre manufacturer Pirelli to pioneer the use of FSC-certified natural rubber tyres across its luxury vehicle range.
In a historic industry-first, Jaguar Land Rover (JLR) will become the first luxury car manufacturer to adopt FSC-certified tyres at scale. This transition will see over 250,000 FSC-certified tyres from Pirelli fitted to JLR vehicles annually, starting with the new Range Rover Electric.
Commitment to Sustainability
This collaboration represents a significant milestone in sustainable tyre production and adoption, reinforcing Jaguar Land Rover (JLR’s) commitment to responsible sourcing. As part of its Reimagine strategy, JLR is dedicated to ensuring that the natural rubber used in its tyre production is traceable at every stage, from origin to the final product.
The Forest Stewardship Council (FSC) chain of custody certification process plays a crucial role in this initiative. It ensures that FSC-certified material is identified and kept separate from non-certified material throughout the supply chain, guaranteeing that the rubber is sustainably farmed to the highest standards.
Leadership in Sustainable Luxury
Andrea Debbane, Sustainability Director at JLR, expressed her excitement about this partnership, stating, “This is an exciting point in our sustainable luxury journey, as we partner with Pirelli, 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.”
Pirelli’s Sustainability Commitment
Pirelli’s Head of Sustainability & New Mobility, Matteo Battaini, highlighted the importance of this partnership, noting, “Innovation in materials and reliability on our products’ sustainability features are a must for us. The FSC 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.
Increasing Awareness and Adoption
FSC insights show that awareness and understanding of the FSC logo is on the rise. In addition to incorporating FSC-certified products across JLR’s portfolio, Pirelli and JLR are working together to increase the percentage of sustainable and recycled content in all tyres supplied to JLR. This collaboration aligns with their shared sustainability ambitions and marks a significant step forward in sustainable tyre production.
Setting New Benchmarks
JLR has also strengthened its global sourcing process to enable supplier evaluation based on ESG criteria. This effort aims to set new benchmarks for environmental, societal, and community impact within the luxury business sector. By empowering buyers to collect supplier-specific ESG data, JLR can identify and select suppliers that meet the highest standards related to environmental performance, labour practices, and social responsibility.
About JLR
Jaguar Land Rover is a wholly-owned subsidiary of Tata Motors Limited, part of Tata Sons. The company is targeting carbon net zero across its supply chain, products, and operations by 2039. To achieve this, JLR has set a roadmap to reduce emissions across its operations and value chains by 2030 through approved, science-based targets. Electrification is central to this strategy, with plans for pure electric models in the Range Rover, Discovery, and Defender collections by the end of the decade, and an entirely electric Jaguar lineup.
Global Presence
At its core, JLR is a British company with two design and engineering sites, three vehicle manufacturing facilities, an engine manufacturing centre, and a battery assembly centre in the UK. JLR also operates vehicle plants in China, Brazil, India, Austria, and Slovakia, along with seven technology hubs globally.
Conclusion
JLR’s partnership with Pirelli to adopt FSC-certified natural rubber tyres across its luxury vehicle range marks a significant step towards sustainable luxury. This collaboration not only supports responsible forest management but also sets new standards for the automotive industry. With a strong commitment to sustainability and innovation, JLR is redefining luxury in a way that benefits both people and the planet.