Goodyear committed to going the distance for sustainability at CIIE

Goodyear, one of the world's largest tire companies, unveiled its groundbreaking ElectricDrive Sustainable-Material (EDS) Tire at the ESG and Sustainable Development Leadership Forum, held in conjunction with the recent seventh China International Import Expo.

The unveiling marked a significant milestone in the company's drive to introduce the industry's first 100 percent sustainable-material tire by 2030.

The new design is China's first retail tire containing more than 70 percent sustainable material, certified by the prestigious International Sustainability and Carbon Certification.

According to Nathaniel Madarang, president of Goodyear Asia Pacific, sustainability is fundamentally changing the tire industry, with consumers and regulators increasingly demanding more eco-friendly products.

The sustainable-material tire market is expected to grow at an annual rate of 8 percent through 2027, said Madarang.

"It's clear that sustainability isn't just a trend — it's here to stay. The innovation of raw materials for tires presents opportunities to create products that meet these new expectations without sacrificing performance," he said.

With the boom in electric vehicles and increased global focus on sustainability, the demand for high-performing durable and sustainable material tires has risen dramatically.

Made with recycled and bio-based materials, including recycled polyester and carbon black sourced from used tires, Goodyear's EDS tire is engineered specifically for EVs, delivering superior wet braking and handling, reduced noise, lower rolling resistance and long mileage.

As of December, the tires will be available on the Chinese integrated online and offline automotive service platform Tuhu and Chinese e-commerce platforms Tmall and JD.com, and will debut on Asia-Pacific markets in the first quarter of 2025.

At the CIIE forum, Madarang reiterated the company's commitment to introducing the industry's first 100 percent sustainable-material tire by 2030.

"Goodyear has integrated corporate responsibility into its company culture. This commitment is deeply rooted within Goodyear's Corporate Responsibility framework, known as Goodyear Better Future," he said. "The framework's pillars — Sustainable Sourcing, Responsible Operations, Advanced Mobility and Inspiring Culture — continue to guide our global operations."

Celebrating its 30th anniversary in China this year, Goodyear was honored as one of China's top nine best practitioners of corporate responsibility at the ESG and Sustainability Development Leadership Forum.

"We are thrilled to receive this recognition," said Madarang. "Goodyear's innovative spirit places us at the forefront of the mobility revolution as we collaborate with customers and innovators to shape its trajectory. We eagerly anticipate what lies ahead for mobility, and we are excited about our contributions to advancing tire performance within this transformative landscape."

In October 2023, the company completed its largest solar panel installation at the Pulandian manufacturing plant in Dalian, Liaoning province. With more than 29,700 solar panels installed, the system is powering both the plant and office buildings. It is estimated the panels will reduce carbon emissions from purchased electricity by approximately 17,000 metric tons annually over the next 25 years.

Currently, renewable sources account for about 40 percent of all electricity used in the company's largest facility in the Asia-Pacific region.

"Some of our near-term goals include improving the rolling resistance and weight of our tires, reinventing tire services and delivering data — and sensor-enabled intelligence in all new products by 2027," said Madarang. "We also aim to reduce greenhouse gas emissions across our footprint while introducing the industry's first 100 percent sustainable material tire by 2030.

"In the long term, we are looking to eliminate petroleum-based oil in our products, transition to 100 percent renewable energy across our global operations, and eventually reach net-zero value chain greenhouse gas emissions.

"Additionally, we are seeing increased associate involvement in our Global Week of Volunteering. Our ultimate goal is to be recognized for having the safest operations in the world. These ambitions will position Goodyear as a leading sustainability enabler in the future of mobility," he said.