MILAN, Italy—Pirelli & C. S.p.A. has invested heavily in the past several years to incorporate sustainable materials—bio-based and recycled origin—into its tire manufacturing process, and now it wants the buying public to know it.
Starting with a select few tire models, Pirelli will begin marking tires whose material content is at least 50 percent bio-based and/or recycled with a bespoke logo—two arrows in a circle—that will help customers identify which products are more sustainable.
According to Giovanni Tronchetti Provera, head of sustainability and future mobility, Pirelli has reduced its environmental impact over the past several years by carrying out a materials-sourcing and manufacturing policy that has been confirmed by all the main sustainability indices.
This third-party oversight "recognizes our commitment and transparency both in terms of results and ethos," Tronchetti Provera said, while also allowing Pirelli to indicate the percentage of sustainable materials used by saying "at least" rather than "up to" whatever amount.
Adopting this policy and carrying it out also pays dividends with Pirelli's original equipment partners, which also "recognize and appreciate" the tire maker's efforts.