Vehicle Technology

3 Ways Goodyear Runs on Responsible Innovation

Image source: Goodyear Tire and Rubber Company

Overview Tire and rubber company Goodyear embraces environmental responsibility as an integral part of its business strategy. From sustainable operations to advanced mobility solutions, Goodyear initiatives are helping move the world toward greener mobility.

CES® 2022 exhibitor Goodyear is committed to delivering sustainable innovations for the future of mobility.

New tire-material advancements, data-driven predictive fleet management and more are among Goodyear’s Better Future initiatives helping the company’s responsible business growth.
Explore three ways Goodyear is keeping the world moving more sustainably.


Tires Get a Second Chance

An estimated one billion tires reach the end of their useful period annually. The recovery, reuse and recycling of end-of-life tires offers many environmental benefits such as waste reduction, decreased energy consumption, emissions reduction and costs.

Goodyear has found various uses for end-of-life tires, including

  • Energy recovery

  • Material recovery

  • Civil engineering applications

For example, in the energy recovery category, tire-derived fuel can help operate cement kilns, reducing the need for virgin fossil fuels; tires contain less carbon per unit of energy than coal.


Soybean Tires Improve Performance and Environment

In the past few years, Goodyear has worked with the United Soybean Board to develop soy-based technology, enhancing tire performance and lessening environmental impact.

“Our work with the United Soybean Board presented a unique challenge and opportunity for our material scientists and tire engineers to employ soybean oil in the development of superior performing tires,” said Chris Helsel, Goodyear’s chief technology officer.

Replacing traditional petroleum oil with soybean oil in the tread compound of tires is not only environmentally friendly but also helps improve tire flexibility and pliability at low temperatures.
Soybean oil also mixes more easily with rubber compounds, reducing energy consumption and improving efficiencies.


Advancing Sustainable Mobility Beyond Tires

Goodyear also partners with vehicle companies to advance the future of mobility through innovative ride-sharing maintenance solutions and more.

For example, Goodyear is working on improving urban fleet operations with Local Motors, who partnered with the Consumer Technology Association (CTA)® Foundation to debut self-driving vehicle Accessible Olli at CES 2017 and 2018.

Goodyear tires are equipped with sensors to collect operational data. Three Local Motors Olli shuttle buses are outfitted with the sensors, allowing Goodyear engineers to map predictive maintenance needs and improve overall tire performance.


Goodyear aims to continue exploring sustainable sourcing, responsible supply chain operations and more as they inspire the future of mobility.

Interested in exhibiting at CES 2022 alongside Goodyear? Contact the CES sales team to learn more about opportunities, including private meeting space.

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