11:34 AM

Goodyear Sustainable Reality Survey: sustainability remains at the forefront of fleet operations

Goodyear has unveiled the results of its annual Sustainable Reality Survey. The survey asked more than 1,400 fleet operators from 33 European countries about their sustainability efforts, targets and strategies. The key findings are: 

  • Fleets report a significant rise in clearly defined sustainability objectives and measures. 
  • Knowledge of environmental legislation continues to rise. 
  • Tires continue to play a key role in lowering fleet carbon emissions. 

An overwhelming majority of responses highlighted the importance of sustainability for their businesses, with larger fleets more likely to report implementing strategies and measures to reduce their CO2 emissions and waste material. The survey recorded a 28% increase in fleets saying that sustainability measures are not only good for environmental efforts, but also a driver of bottom-line profitability. The survey results indicate that the industry is positioned as knowledgeable and prepared to make steps forward to boost efficiency. 

Tires continue to play a key role in achieving sustainability targets 

Across the fleets that participated in the survey, 54% said that fuel-efficient tires are part of their solution, second only to deploying more efficient vehicles, therefore, they see tires as the most important transferable component. Rolling resistance plays an important role in a vehicle’s overall efficiency. In the past fleet operators had been forced to choose between durability, grip, fuel efficiency and mileage, but the latest Goodyear technologies eliminate such compromises. For example, equipping a fleet with Goodyear’s FUELMAX ENDURANCE range can result in a 2% reduction in CO2, which equates to saving 40,000 litres of fuel per year for a 100-vehicle fleet.1 

Maciej Szymanski, Marketing Director Commercial Europe, Goodyear, said: “Fuel efficient tires are a significant cost saver for fleets. The Goodyear FUELMAX ENDURANCE range provides high fuel efficiency with enhanced mileage and traction. It is a perfect choice for fleets that are focused on fuel-saving but demand versatility and robustness for regional use. As we endure this period of high energy prices, it’s no surprise that fleets are continuing to practise greater attention to detail when it comes to tires and other material differences that can really help boost fleet efficiency.” 

Knowledge of regional legislation stronger year-on-year 

Knowledge of environmental legislation within countries has improved since the 2021 survey. 89% of fleets said they were familiar with legislation that applies to their local transport market, meaning fleets are in a much stronger strategic position to make decisions based on government law. It also suggests that fleets are actively in tune with their respective countries’ efforts to improve sustainability. 

Cost and complexity barriers remain for many operators 

Although the overall picture is positive, there remain several key barriers to implementing sustainable solutions. For smaller fleets, in particular, the survey found that the upfront cost currently doesn’t justify the future return on investment, with 59% of fleets identifying cost as the most significant barrier to some solutions. This is supported by 74% of responses mentioning financial incentives as the most impactful encouragement to improve sustainability, confirming that fleets are feeling the impact of the current economic environment. Meanwhile, the complexities associated with installing tools that help measure and reduce environmental impact remain out of reach for many small and medium-sized fleets. 

The answer to the challenges highlighted in the survey is Goodyear Total Mobility, an integrated fleet management offering which brings together truck tires, solutions and services that support the same goal: reducing downtime and improving efficiency, helping reduce fuel costs and meet CO2 emissions targets. 

Szymanski commented: “What the survey results tell us is that the industry is on the right path to a sustainable future. The majority of fleets continue to increase their efforts, particularly those with the largest impact. Since last year’s survey, the economic landscape has changed significantly, so we can be even more encouraged by the effort of fleets during this time, particularly as the conversation shifts from a purely environmental issue to one of keeping pace with the industry and bottom-line profitability.” 



1 Based on VECTO calculation, difference between C-EU Tire label and B-EU tire label for fuel efficiency. Switching from a C-label to a fuel-efficient B- label tire represents a reduction of 2% in CO2 reduction. This translates into a saving of about 1 tonne CO2 emissions and 400L of fuel per truck, per year. 


Goodyear is one of the world's largest tire companies. It employs about 74,000 people and manufactures its products in 57 facilities in 23 countries around the world. Its two Innovation Centers in Akron, Ohio, and Colmar-Berg, Luxembourg, strive to develop state-of-the-art products and services that set the technology and performance standard for the industry. For more information about Goodyear and its products, go to www.goodyear.com/corporate.