Goodyear: Racing Towards 100% Sustainable Material Tyres

On the road towards a more sustainable future, Goodyear preparing to introduce the industry's first 100% sustainable-material tyre by 2030.

The organisation unveiled its ElectricDrive Sustainable-Material (EDS) Tyre at the ESG and Sustainable Development Leadership Forum held during the 7th China International Import Expo (CIIE).

Demand for sustainable tyres on the rise

As demand for electric vehicles (EVs) grows in conjunction with a more intense focus on sustainability, the clamour for high-performing, durable and sustainable-material tyres is also on the rise.

That's where Goodyear's EDS Tire – engineered specifically for EVs – comes in, delivering superior wet braking and handling, reduced noise, lower rolling resistance and long mileage.

Made from recycled and bio-based materials, the tyre includes carbon black sourced from end-of-life tyres and recycled polyester. Available via the e-commerce platform Tmall from December 2024, Goodyear's EDS Tire provides EV drivers an option of high-performing tyres with ISCC-certified sustainable material.

Starting from Q1 2025, consumers in other Asia-Pacific markets will be able to purchase the product. 

Goodyear's commitment to sustainability

At the CIIE forum, Nat Madarang, Goodyear Asia Pacific President, reiterated the company's commitment to introducing the industry's first 100% sustainable-material tyre by 2030.

"Goodyear has integrated corporate responsibility into its company culture," he explained.

"This commitment is deeply rooted within Goodyear's corporate responsibility framework, known as Goodyear Better Future. The framework's pillars — sustainable sourcing, responsible operations, advanced mobility and inspiring culture — continue to guide Goodyear's global operations."

Ambitious goals

Goodyear has ambitious climate and sustainability goals, committing to using 100% renewable electricity in all manufacturing facilities by 2030 and aiming to achieve 100% renewable energy in these facilities by 2040.

Developing a 100% sustainable tyre, while replacing all petroleum-derived oils in its products by 2040, underscores Goodyear's dedication to reducing its environmental impact and driving industry-wide sustainability.

Mark Stewart, CEO and President at Goodyear, says: "Our commitment to sustainability and delivering value to our customers and other stakeholders is unwavering.

"Our 2023 corporate responsibility report demonstrates how our associates around the world continue to help build a better future, from exploring new innovations and materials, to identifying and implementing new strategies to help us meet our corporate responsibility ambitions, to giving back to our communities in which we live and work."

Goodyear's 30th anniversary in China

This year marks three decades since Goodyear expanded operations into China. 

In recognition of Goodyear's bid to advance both mobility and sustainability, Goodyear's efforts were honoured as one of China's top nine best practices in corporate responsibility at the ESG and Sustainability Leadership Forum.

"We are thrilled to receive this recognition," added Nat Madarang.

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

Make sure you check out the latest edition of Procurement Magazine and sign up to our global conference series – Procurement & Supply Chain LIVE 2025.

Procurement Magazine is a BizClik brand.