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.
Sustainability as a Priority
The 2024 Sustainable Reality Survey confirms that sustainability remains firmly on the agenda for transport fleets across Europe. Overall, 63% of fleets recognise 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 differently. For them, sustainability is primarily seen as a means to reduce operating costs, with 45% emphasising cost savings over reputation. This divergence highlights the varying motivations behind sustainability initiatives, depending on fleet size.
Fuel Efficiency and High Costs
Reducing fuel consumption remains a core component of sustainability strategies. According to the 2024 Sustainable Reality Survey, 52% of fleets continue to prioritise fuel-efficient tyres, and 58% invest 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.
While sustainability is a key goal, it still faces several challenges. 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 and 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 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. 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.
“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 tyre ranges, we are proud to offer solutions that do not force fleets to choose between these two important factors. These tyres 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 overcome barriers and achieve their goals.
