Goodyear has unveiled the results of its fourth annual Sustainable Reality Survey, offering a fresh look at how European transport fleets are addressing sustainability. The 2024 survey, based on feedback from over 1,700 fleets, highlights key industry trends and the challenges fleet operators face in balancing sustainability with performance goals.
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Sustainability remains a significant focus for European fleets. According to the survey, 63% of respondents recognise sustainability as important to their operations. Mega fleets, in particular, are taking the lead, with 93% rating sustainability as important and nearly 60% deeming it “very important,” driven by the need to align with corporate values and enhance their reputation.
Smaller fleets (1-100 vehicles), however, approach sustainability primarily as a cost-saving measure. For 45% of these operators, reducing operational costs through sustainability is the key motivation, reflecting how fleet size influences sustainability priorities.
Fleet operators are implementing a range of strategies to address sustainability. Fuel-efficient tyres remain a key focus, with 52% of fleets choosing this option to reduce fuel consumption. Additionally, 58% of fleets are upgrading to newer, environmentally friendlier vehicles. Other strategies include driver training (44%) and telematics solutions (43%) to boost operational efficiency and further manage fuel consumption.
Despite the importance placed on sustainability, fleets are still grappling with significant barriers. High costs are the most frequently cited obstacle, with 63% of operators viewing sustainable solutions as too expensive. Another 43% see the complexity of these solutions as a challenge, highlighting the need for more accessible, cost-effective options.
This year’s survey also uncovers a key concern in the transport industry: over 70% of fleets believe that pursuing sustainability comes at the cost of performance. This perception underscores a major challenge for the industry as operators seek to balance environmental goals with the need for operational efficiency.
In response, Goodyear has introduced its EQMAX and EQMAX ULTRA tyre ranges, which are designed to challenge this belief. Made with up to 55% sustainable materials, these tyres offer fleets improved mileage (up to 20%) and a reduction in rolling resistance (up to 6%) compared to previous models. These innovations allow fleets to reduce their carbon footprint without sacrificing the performance required for demanding operations.
Maciej Szymański, Commercial Marketing Director for Goodyear EMEA, commented: “At Goodyear, we understand the critical balance between sustainability and performance. Our latest survey results underscore the industry’s concerns, and with the introduction of the EQMAX and EQMAX ULTRA tyre ranges, we are proud to offer solutions that do not force fleets to choose between these two important factors.”
Goodyear continues to support sustainability beyond tyre innovation, having partnered with Tree-Nation to plant a tree for every completed survey. Over four years, this initiative has contributed to the planting of more than 7,000 trees.
This collaborative effort between Goodyear and Tree-Nation aligns with broader industry movements, where organisations across the tyre sector, including news outlets, are working together to support environmental causes. In fact, recent reports highlight the growing number of partnerships aiming to offset carbon footprints by planting trees, furthering the industry’s commitment to sustainability.
See also: Tyre News Media Offsets 4.98 Tonnes of CO2 Through Tree-Nation Partnership
For more information on Goodyear’s 2024 Sustainable Reality Survey and how the company is helping fleets achieve their sustainability objectives, visit www.goodyear.com.
