11:19 AM

Goodyear's Sustainable Reality Survey 2023 reveals latest trends in European road transport fleets

Goodyear announces the release of its 2023 Sustainable Reality Survey report, a comprehensive examination of perceptions and actions related to sustainability in European road transport fleets participating to the survey. The survey, now in its third year, continues to be an invaluable resource for tracking industry shifts and fostering sustainability efforts among fleet operators.

Since its inception in 2021, the Goodyear Sustainable Reality Survey has consistently delivered insights into the European road transport industry. The findings from the 2023 survey underscore a well-defined and continuous trajectory toward a more sustainable future for the industry, further amplifying the positive trends identified in 2021 and 2022 survey reports.

Transport companies prioritize eco-friendly practices and cost efficiency

The survey's initial focal point remains the assessment of sustainability's significance within transport companies. Encouragingly, the findings reflect a positive trend, consistent with previous years. Nearly three-quarters of surveyed fleets (68%) regard sustainability as either 'important' or 'very important.' Remarkably, one in three fleets regards sustainability as a core corporate value. Many fleets underscore their perception of sustainability measures as a pragmatic approach to cost reduction, emphasizing the ongoing need for environmental initiatives to align seamlessly with the day-to-day commercial demands of business operations. This underscores the pragmatic nature of sustainability in the modern business landscape, where ecological considerations coexist with the imperative of financial viability.

Sustainable cost reductions and fleet progress

In 2022 the number of fleets that see sustainable measures as a way to lower their operation costs rose from 32% to 41%. In 2023, this percentage remained relatively stable at 39%. 

Fleet size remains a crucial factor in sustainability efforts. Mega fleets, consisting of more than 500 vehicles, continue to lead the charge in defining and implementing sustainability goals, with 75% of these fleets having already initiated sustainability measures and 23% planning to do so in the coming years. However, the survey reveals that other fleet sizes are also embracing sustainability. Large fleets, operating between 251 and 500 vehicles, have shown substantial growth in their sustainability ambitions, with 66% having defined sustainability goals in 2023, up from 50% in the previous year.

A valuable resource for academics, industry analysts, and sustainability professionals

This year's report provides a comprehensive summary of key findings, offering access to insights behind each question asked. It also highlights how these insights have evolved from the previous year. As the industry collectively strives to encourage and promote sustainable operations and practices, Goodyear hopes that the survey's findings will serve as a source of inspiration and motivation.

"We are thrilled to see the positive trends in sustainability across European road transport fleets as revealed in the 2023 Sustainable Reality Survey," said Maciej Szymański, Marketing Director, Commercial Europe at Goodyear. "The commitment to sustainability not only benefits the environment but also yields operational advantages for fleets. Goodyear’s Sustainable Reality Survey can serve as a rich source of information therefore we encourage all industry stakeholders to explore 2021-2023 survey's insights."

Goodyear's Sustainable Reality Survey for 2023 reached a remarkable participation level, with over 1,600 fleets from across Europe taking part. This increase not only signifies a growing interest in sustainability but also contributes to the positive impact on the environment. For every survey response received, Goodyear through TreeNation, a non-profit organization dedicated to reforestation efforts, supports trees plantation. Over the three years of the survey's existence, over 4,000 trees have been planted.


Goodyear Sustainable Reality Survey 2023 results one-pager

About Goodyear

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