Goodyear has completed its fourth annual Sustainable Reality Survey*, gathering insights from more than 1,700 European transport fleets on their sustainability efforts, challenges, and future strategies. The results at the end of 2024 show that fleets based in the UK and Ireland are some of the most forward-thinking in Europe when it comes to sustainability, but price and complexity are still obstacles to the wider implementation of environmentally friendly practices.
As the transport industry faces increasing pressures to balance performance with environmental goals, this latest survey sheds light on the trends and concerns among fleet operators last year.
Sustainability remains a priority
Fleets in the UK and Ireland are far more likely to recognise the importance of sustainability compared to the European average. Overall, 93% of UK&I fleets answer that environmental sustainability is ‘important’ or ‘very important’ to their company, while 100% of mega fleet respondents (over 500 vehicles) claim it is ‘very important’, underscoring a trend in which reputation and corporate values drive sustainability efforts.
Fleets of all sizes say sustainability is first and foremost a corporate value, ranking either their corporate values or a concern for climate change as the main reason for embarking on sustainability efforts, but smaller fleets (up to 50 vehicles) are more likely to use these practices to reduce their operating costs or help win new business.
Beyond fuel efficiency to comprehensive solutions
Reducing fuel consumption remains a core component of sustainability strategies. Two-thirds (67%) of UK&I fleets continue to prioritize fuel-efficient tires, but only 31% are investing in newer vehicles to improve environmental performance, compared to a European average of 58%. Telematics solutions to monitor and reduce fuel consumption are the most popular measure (72%), while retreaded tyres (48%) and driver training (61%) are also common practice. It’s clear to see 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 46% of fleets citing the high cost of sustainable solutions as a barrier, but this is lower in the UK&I than the European average of 63%. Moreover, 37% of respondents view solution complexity as another significant hurdle, particularly for smaller fleets. 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 almost half (47%) of UK&I 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 tyre ranges are designed to challenge the notion that fleets must sacrifice performance for sustainability. These tyres 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 tyres 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.
“There is a delicate balance between sustainability and performance,” explains Nicola Stopford, Commercial Marketing Manager, Goodyear UK&I. “Each year, Goodyear surveys fleets across Europe to understand their concerns and perception towards sustainability measures. This year’s survey shows that fleets in the UK and Ireland tend to be ahead of the European average in understanding the importance of greener operations, but there are still very real concerns and difficulties that they face. With the introduction of our new EQMAX and EQMAX ULTRA tyre ranges, we are proud to offer solutions that do not force fleets to choose between sustainability and performance.”
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.
For more information on the survey and how Goodyear is helping fleets achieve their sustainability goals, visit goodyear.eu.
In 2024, Goodyear has once again 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.
*The full results of the 2024 Sustainable Reality Survey can be viewed at https://www.goodyear.eu/en_gb/truck/knowledge-centre/Sustainable-Reality.html
