This initiative marks the first time a car manufacturer has committed to using FSC-certified tyres at such a scale, debuting with the new Range Rover Electric and expanding across the entire JLR portfolio. The commitment will see over 250,000 FSC-certified tyres produced annually.

This collaboration is aimed towards sustainable tyre production, preserving forests and fostering sustainable development. Under JLR’s Reimagine strategy, the focus is firmly on responsible sourcing, ensuring the traceability of natural rubber through every stage of processing right back to its origin. 

The complex Forest Stewardship Council (FSC) chain of custody certification process guarantees that FSC-certified materials are separated from non-certified ones throughout the supply chain, ensuring high standards of sustainable farming.

“This is an exciting point in our sustainable luxury journey,” said Andrea Debbane, Sustainability Director at JLR. “Partnering with Pirelli, a company that shares JLR’s sustainability ambition, we’re redefining luxury to be better for people and the planet. By choosing Pirelli’s FSC-certified tyres, we offer our clients high-quality, high-performance tyres while supporting responsible forest management and protecting the communities in our rubber supply chain.”

Pirelli’s Head of Sustainability & New Mobility, Matteo Battaini, echoed this sentiment: “JLR’s innovation in materials and commitment to sustainability are paramount. The FSC certification confirms that forests are managed to preserve biological diversity and benefit local workers and communities economically. We are pleased that JLR has chosen to join our journey as the first car maker to use Pirelli tyres with this certification across a wide range of vehicles.”

FSC insights reveal a growing awareness and preference for FSC-certified products, with a 2023 survey showing that 77% of people in the UK recognise the FSC logo, and 71% would likely choose FSC-certified products. This collaboration aims to further 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 on ESG criteria, setting new benchmarks for environmental, societal, and community impact. By collecting specific ESG data from suppliers, JLR can ensure they meet the highest standards of environmental performance, labour practices, and social responsibility.

Read more tyre news on AUTA, or check out our latest videos on Ignition Labs TV and on TikTok!