Kwik Fit has found that drivers are willing to pay more for tyres made via sustainable manufacturing processes…
Sustainable Tyres
Kwik Fit believes that drivers are willing to pay more in order to get their hands on sustainable tyres. It conducted a pilot in which customers were offered a selection of Pirelli UK tyres; some of the proceeds of which went towards the Project Tree sustainability programme in Sumatra. Funds were raised via a “small” cost premium. As a result of the pilot’s success, it’s now been expanded the include tyres from the likes of Continental and Hankook.
As a part of the scheme, a portion of the purchase price of the tyres will be given to farmers affiliated with the Project Tree programme. It aims to help meet the demand for rubber with increasingly ethical and sustainable methods. Historically, the farmers who tap rubber trees have worked with a host of collectors and dealers; many of which have not been environmentally responsible.
Rising Popularity
Kwik Fit believes it’ll be able to sell 150,000 of the more sustainable tyres this year. Mark Slade, managing director of Kwik Fit, commented on the new, green initiative. He said, “an ever-growing proportion of consumers are interested in the provenance of the products they buy and by highlighting Project Tree in our centres and online, we can help raise awareness of the whole production process and the impact drivers can make with their choices”.
He added, “our long-term ambition is for the vast majority, if not all, the tyres we sell to be supported by Project Tree or an equally robust equivalent scheme”.
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