The EDS tire, featuring ISCC-certified sustainable materials, will launch on Tmall in December 2024 and expand to other Asia Pacific markets in early 2025. Credit: Goodyear/PR Newswire.

Goodyear has launched its latest innovation, the ElectricDrive Sustainable-Material (EDS) Tire, at the 7th China International Import Expo (CIIE).

The launch marks a key step towards the company’s goal of producing the industry’s first 100% sustainable-material tyre by 2030.

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The EDS tyre is designed to meet the growing demand for sustainable and high-performing tyres in the electric vehicle (EV) sector, the company said.

The boom of EVs and the global emphasis on sustainability have spurred the need for tyres that are both eco-friendly and efficient.

Goodyear noted that its EDS tyre is designed to offer improved wet braking, handling, reduced noise, and lower rolling resistance, contributing to longer tyre life.

It includes recycled and bio-based materials, such as carbon black reclaimed from end-of-life tyres and recycled polyester, to enhance its sustainability.

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The EDS tyre will be available to consumers on Tmall starting December 2024, offering EV drivers a high-performing tire option that features ISCC-certified sustainable materials.

From the first quarter of 2025, the tire will also be accessible to customers in other Asia Pacific markets.

Goodyear Asia Pacific president Nat Madarang said: “Goodyear has integrated corporate responsibility into its company culture. This commitment is deeply rooted within Goodyear’s Corporate Responsibility framework, known as Goodyear Better Future. The framework’s pillars — Sustainable Sourcing, Responsible Operations, Advanced Mobility and Inspiring Culture continue to guide Goodyear’s global operations.”

In 2024, Goodyear celebrated its 30th anniversary in China. The company was honoured at the ESG and Sustainability Leadership Forum for its corporate responsibility efforts, being named one of China’s top nine best practices in sustainability.

Nat Madarang also said: “We are thrilled to receive this recognition.

“Goodyear’s innovative spirit places us at the forefront of this mobility revolution as we collaborate with customers and innovators alike to shape its trajectory. We eagerly anticipate what lies ahead for mobility and are excited about our contributions to advancing tyre performance within this transformative landscape.”