Pirelli presents the logo that will identify tires that contain at least 50% raw materials of natural and recycled origin. The new icon, which is represented by two arrows in a circle and which will be applied to the brand’s new products, was created to underline its efforts in terms of the environment, which does not alter its focus on providing products with the highest level of performance in terms of environmental protection. security matter. It will also serve as an instrument of transparency for users, who will thus be able to choose more sustainable tires.
Devised by Pirelli, this marking debuts with the new P Zero E, a product that contains, in all its launch measures, more than 55% of materials of natural and recycled origin*, as endorsed by Bureau Veritas, world leader in conformity verification and quality certification services in matters of environment, health, safety and social responsibility (in accordance with the ISO 14021 standard). As with the P Zero E, in all products that display this marking, the definition of the percentages of eco-compatible materials will be entrusted to independent certification entities.
Giovanni Tronchetti Provera, head of sustainability and future mobility at Pirelli, provided context to the new logo: “For some years now, Pirelli has consistently reduced its environmental impact, a policy confirmed by the main sustainability indices, which have recognized our commitment and transparency both in terms of results and focus. For this reason, we have decided to indicate the percentage of sustainable materials using the terms ‘at least’ instead of ‘up to’. And we will continue on this path, which, by the way, our automotive manufacturing partners recognize and value . ”
Pirelli’s path towards a lower environmental impact involves, among other aspects, an increasing use of sustainable materials. The brand’s first objective in this area is reflected in the P Zero E, which reaches the market two years before the temporary goal initially set, 2025. The next step, which foresees expansion to other product lines in 2030, estimates increase the percentages until they reach at least 60% raw materials of biological origin and 12% from recycled sources, with less than 30% ingredients of fossil origin. Pirelli works to improve these objectives through technological innovation, which is applied in all departments involved in the development of the tire.
These innovations start a kind of virtuous circle both quantitatively – thanks to the use of a growing percentage of sustainable materials – and qualitatively, hand in hand with the certification of supply chains following accredited international standards.
In 2021, for example, Pirelli was the first manufacturer to present a tire certified by FSC ® (Forest Stewardship Council ® ), which certifies that its production uses exclusively natural rubber and rayon of controlled origin. With this, customers have the guarantee that all forest raw materials come from plantations that promote biological diversity and consider economic sustainability and respect for the lives of local communities and their workers.
The main challenge in the development of the P Zero E is the combination of the need for sustainability with the high performance that every high-performance tire requires. This objective has been achieved thanks to the use of new materials, among which stand out: