Sustainable Tyres are developed in collaboration with global tyre giant Pirelli

In a pioneering move that redefines the intersection of luxury and environmental responsibility, Jaguar Land Rover (JLR) has announced its commitment to become the first automaker in the world to fit its luxury vehicles with tyres made from over 70% renewable and recycled materials. Developed in collaboration with global tyre giant Pirelli, the new P Zero tyres will debut on select New Range Rover models this year.

This revolutionary product development marks a bold leap in JLR’s Reimagine strategy, which focuses on sustainable innovation across the automotive lifecycle—from design to materials to manufacturing and product performance. The focus word, sustainable tyres, encapsulates this transformation at the material level, delivering performance without compromising on environmental integrity.

70% Renewable and Recycled Materials Mark a Bold Step Toward Eco-Friendly Luxury Mobility

Tyres are one of the most overlooked components in the sustainability conversation, yet they are crucial in determining a vehicle’s environmental footprint. JLR’s new P Zero tyres address this by incorporating:

• Silica derived from rice husks, a natural by-product of rice milling, enhancing wet grip and braking.
  
• Plant-based resins, replacing fossil-derived polymers to deliver consistent dry and wet road performance.
  
• Recycled carbon black, recovered from end-of-life tyres, offering improved durability and tread life.
  
• Recycled steel, used in the belt structure to maintain vehicle handling, safety, and driving dynamics.
  

With these innovations, over 70% of each tyre’s composition now comes from bio-based or reused materials—a major milestone for the automotive industry.

Performance Meets Purpose: No Compromise on Quality

Traditionally, the challenge in sustainable tyre production lies in balancing eco-conscious sourcing with performance and safety expectations. JLR and Pirelli tackled this head-on by using advanced R&D and engineering collaboration.

“Achieving a more sustainable composition without compromising quality and performance is a challenge because of the complexity of tyre design. But working closely with Pirelli, we have delivered this industry-first,” said Reuben Chorley, JLR’s Sustainable Industrial Operations Director.

The tyres will initially be standard on vehicles fitted with 22″ wheels, with plans for broader integration across other JLR models, including those under the Jaguar, Defender, and Discovery brands.

Third-Party Certifications Guarantee Transparency and Trust

To ensure responsible sourcing and traceability, all bio-based and recycled materials used in the new P Zero tyres are certified by third-party entities, including the Forest Stewardship Council™ (FSC™). This guarantees that materials like natural rubber are harvested under ethical and sustainable practices.

This commitment builds on JLR’s 2024 milestone, when it became the first OEM globally to use FSC™-certified rubber across its product range, setting a precedent for accountability in the automotive supply chain.

Strategic Vision Aligned with Global Sustainability Goals

This initiative aligns with JLR’s overarching Reimagine strategy, aiming to become carbon net zero by 2039 across its entire supply chain, products, and operations.

Key pillars of this strategy include:

• Launching fully electric versions of each brand before 2030.
  
• Transitioning Jaguar into a fully electric marque.
  
• Building advanced EV and battery assembly infrastructure in the UK.
  
• Innovating with hybrid and ICE technologies to support a smoother global transition to electric mobility.
  

This tyre innovation is a clear signal of intent, reflecting the automaker’s belief that luxury and sustainability can—and must—coexist.

A Model for Industry-Wide Transformation

By setting this precedent, JLR is not just enhancing its own product line—it is sending a strong signal to the global auto industry about the importance of material innovation and collaborative design in achieving genuine environmental progress.

“This is not just about ticking boxes,” said a JLR spokesperson. “It’s about building a future-fit mobility ecosystem, one sustainable material at a time.”

Indeed, the new tyres serve as a blueprint for integrating circular economy principles—using waste as resource, reducing dependency on virgin inputs, and delivering high-end performance that today’s environmentally-conscious consumers expect.

The Road Ahead: 100% Sustainable Tyres on the Horizon

JLR and Pirelli are already planning the next phase of development, with an ambition to reach 100% renewable and recycled material composition in future tyres.

This collaborative approach underscores a shared commitment between OEMs and their suppliers to tackle climate change and resource depletion at scale.

Leading by Example in Eco-Luxury

As the global conversation around sustainable mobility intensifies, JLR has once again positioned itself at the forefront of innovation and responsibility. The introduction of sustainable tyres isn’t just a nod to changing consumer expectations—it’s a tangible step toward reimagining automotive design for a greener future.

By pioneering tyres made with agricultural by-products, reused steel, and FSC™-certified natural rubber, JLR is proving that real luxury lies in accountability, transparency, and action.

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