IAA 2021: Plastic waste becomes tires 🎥
RECOVERY At Michelin, plastic is moving from the garbage can to the rim. Starting in 2024, the tire manufacturer will process recycled plastics in its tires. Collection begins at the IAA (Sept. 7-12) in Munich. The centerpiece of Michelin's campaign is the premiere of the "Motion for Life" TV commercial. Every minute, a truckload of plastic waste ends up in the [...]
The centerpiece of Michelin's campaign is the premiere of the "Motion for Life" TV spot.
Every minute, a truckload of plastic waste ends up in the ocean worldwide, with drastic consequences for the environment. Michelin wants to counteract this problem by turning plastic waste into a raw material for tires.
Anish Taneja, CEO of Michelin's Northern Europe region: "In one tire, we can process up to 143 yogurt cups and around 12.5 PET bottles with the new recycling processes. We want to address the plastic problem and offer solutions."
Sustainable raw materials into the year 2050
Michelin tires are to be made from 40 percent sustainable raw materials such as natural rubber or sunflower oil by 2030 and completely by 2050.
Renewable materials such as recycled PET or single-use plastic are also to find their way into tires in the high-tech recycling process. Almost four billion PET bottles could be recycled every year as filler for tires.
Collection action with the male Bibendum
At the upcoming IAA, employees of the company together with citizens in the city of Munich want to collect material for the first 100 tires. The collection campaign will also feature the well-known Michelin manikin Bibendum.
Visitors to the Michelin booth will then be able to find out about the further recycling journey of the recycled plastic material. Social media and influencer collaborations will ultimately be used to spread the word beyond the city limits.
Anish Taneja: "We want to get people to think more about the environment and their own safety when buying tires, too, instead of just the supposed bargain."
