Goodyear announces results of 2024 Sustainable Reality Survey

Goodyear has completed its fourth annual Sustainable Reality Survey, gathering insights from over 1,700 European transport fleets on their sustainability efforts, challenges, and future strategies. As the transport industry faces increasing pressures to balance performance with environmental goals, the 2024 survey sheds light on the latest trends and concerns among fleet operators.

Sustainability remains a priority

The 2024 survey confirms that sustainability remains firmly on the agenda for transport fleets across Europe. Overall, 63% of fleets recognize sustainability as important, a sentiment that grows to 93% among mega fleets (over 500 vehicles). Of these larger fleets, nearly 60% even rate sustainability as “very important,” underscoring a trend in which reputation and corporate values drive sustainability efforts.

In contrast, smaller fleets (1-100 vehicles) view sustainability through a different lens. For them, sustainability is primarily seen as a means to reduce operating costs, with 45% emphasizing cost savings over reputation. This divergence highlights the varying motivations behind sustainability initiatives, depending on fleet size.

Beyond fuel efficiency to comprehensive solutions

Reducing fuel consumption remains a core component of sustainability strategies. 52% of fleets continue to prioritize fuel-efficient tires, and 58% are investing in newer vehicles to improve environmental performance. Additionally, more fleets are integrating driver training (44%) and telematics solutions (43%) into their sustainability mix, showing a growing emphasis on operational efficiency beyond just hardware.

Price and complexity remain barriers

While sustainability is a key goal, obstacles remain. Price continues to be the biggest challenge, with 63% of fleets citing the high cost of sustainable solutions as a barrier. Moreover, 43% of respondents view solution complexity as another significant hurdle. These challenges affect fleets of all sizes, reinforcing the need for affordable, easy-to-implement solutions that can drive real change.

Sustainability doesn’t mean compromising on performance

A new question added to the 2024 survey reveals that more than 70% of fleets believe sustainability comes at the cost of performance. This insight sheds light on a critical perception in the transport industry, one that Goodyear is actively addressing through its latest innovations.

Goodyear’s recently launched EQMAX and EQMAX ULTRA tire ranges are designed to challenge the notion that fleets must sacrifice performance for sustainability. These tires are engineered to deliver improved mileage, fuel efficiency, and durability while being made with up to 55% sustainable materials[1]. Through advanced compounds and design innovations, the EQMAX and EQMAX ULTRA tires offer up to 20% better mileage and up to 6% improved rolling resistance compared to their predecessors. These enhancements help fleets reduce their carbon footprint without compromising on the performance needed for demanding operations.

“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 tire ranges, we are proud to offer solutions that do not force fleets to choose between these two important factors. These tires are a testament to our commitment to innovation and sustainability” said Maciej Szymański, Commercial Marketing Director at Goodyear EMEA.

The 2024 Sustainable Reality Survey once again highlights the importance of providing fleets with practical, effective tools to enhance both their environmental and business efforts. Goodyear remains dedicated to supporting fleets on their sustainability journeys, offering products and solutions that can help them to overcome barriers and achieve their goals.

About the Goodyear Sustainable Reality Survey

The Goodyear Sustainable Reality Survey is conducted annually, gathering insights from European fleets on their sustainability strategies, challenges, and progress. Now in its fourth year, the survey continues to serve as a valuable barometer for the evolving sustainability landscape within the transport industry.

Key Findings of 2024 edition:

• Sustainability remains a priority: 63% of total fleets recognize sustainability as important, with mega fleets leading the charge—93% rate sustainability as important, and nearly 60% consider it very important.
• Motivations vary by fleet size: Larger fleets (100-500+ vehicles) view sustainability as a way to demonstrate corporate values (59% on average, 72% for mega fleets), while smaller fleets (1-100 vehicles) focus on reducing operating costs (45%).
• Core strategies for sustainability: Fleets are adopting a multi-faceted approach to sustainability, combining fuel-efficient tires (52%) and newer vehicles (58%) with driver training (44%) and telematic solutions (43%) to manage fuel consumption.
• Obstacles to sustainability: 63% of fleets cite the high cost of solutions as a major obstacle, and 43% find solutions too complicated, a sentiment consistent across all fleet sizes.
• Performance vs. sustainability: More than 70% of fleets believe that sustainability comes at the cost of performance, a new question added in the 2024 survey.

 For more information on the survey and how Goodyear is helping fleets achieve their sustainability goals, visit [www.goodyear.com].

In 2024, Goodyear once again has pledged to plant a tree for every survey completed, in partnership with Tree-Nation. In four editions of the study, Goodyear has already supported the planting of over 7000 trees.

[1] EQMAX range featuring up to 55% of sustainable materials.

Goodyear defines sustainable material as a bio-based (defined as material of biological origin (Source: ISO 14021)); renewable; or recycled (defined as material that has been reprocessed from recovered [reclaimed] material (Source: ISO 14021)) material; or one produced using or contributing to other practices designed to promote resource conservation and/or emissions reductions, including ISCC PLUS mass-balance (defined as a certification verifying our capability to track the amount and sustainability characteristics of circular and/or bio-based material in the value chain and attribute it based on verifiable bookkeeping (Source: www.iscc-system.org/certification/chain-of-custody/mass-balance/)) material.

Goodyear is one of the world’s largest tire companies. It employs about 71,000 people and manufactures its products in 55 facilities in 22 countries around the world. Its two Innovation Centers in Akron, Ohio, and Colmar-Berg, Luxembourg, strive to develop state-of-the-art products and services that set the technology and performance standard for the industry. For more information about Goodyear and its products, go to www.goodyear.com/corporate.