On the way to sustainable luxury, Jaguar Land Rover and Pirelli joined forces and created car tires with FSC certificate. These tires are made of natural and environmentally friendly materials, and the first car to have the honor of wearing them is the Range Rover Electric.

The move fits in with JLR’s Reimagine strategy, which focuses on responsible sourcing. Forest Stewardship Council (FSC) certification ensures that the rubber comes from responsibly managed forests, and the entire process is monitored, from the plantation to the tire manufacturer.

“We are teaming up with Pirelli, a company that shares JLR’s sustainability ambitions and is at the forefront of sustainable tire manufacturing. We look at every aspect of our vehicles to find solutions that will allow us to redefine luxury in a way that is better for people and the planet. By choosing Pirelli tires with FSC certification, we offer our customers high-quality, high-performance tires while supporting responsible forest management and protecting communities in our tire supply chain, making real progress,” said Andrea Debanne, JLR’s director of sustainability.

Also, this is good news for customers who care about sustainability, as research has shown that 85 percent of those who know what FSC certification means prefer to choose products with this label.

“Innovation in materials and reliability in the sustainability features of our products are essential to us. FSCTM certification confirms that forests are managed in such a way as to preserve biological diversity, while at the same time local workers and communities benefit economically. We are delighted that JLR has decided to join our journey and became the first car manufacturer to use Pirelli tires with this certificate for a wide range of its vehicles,” said Matteo Battaini from Pirelli.

Jaguar Land Rover plans to use more than 250,000 of these tires annually.

Source: Jaguar Land Rover