How to make an EV tire that won’t pollute the environment

The Tire Revolution: How EVs Are Driving a Need for Eco-Friendly Rubber

The world has made significant strides in reducing air pollution thanks to advancements in internal combustion engine (ICE) technology and the widespread adoption of the Clean Air Act in the 1970s. This progress has added years to our lives, but it also brings to light a new challenge: tire wear. As we transition to an electric vehicle (EV) era, tires are becoming the primary source of particulate matter emissions, posing a significant threat to both our health and the environment.

This emerging issue has caught the attention of Gunnlaugur Erlendsson, an Icelandic entrepreneur who founded Enso, a company dedicated to creating eco-friendly tires specifically designed for EVs. Enso’s ambitious plan involves building a $500 million US tire factory, aiming to revolutionize the tire industry and reduce the environmental footprint of EV ownership.

Ahead of the Curve

Enso’s founding in 2016 was considered "a bit ahead of the curve" in terms of EV adoption, according to Erlendsson. "There was only a handful of any research reports done on tire pollution, and almost none of them were really on the subject of either microplastics or air pollution," he admitted.

However, the increasing popularity of high-performance EVs, such as the Tesla Model S Plaid, highlighted the potential problem. These vehicles, while offering incredible power and efficiency, are considerably heavier than their ICE counterparts, leading to increased tire wear and the need for frequent tyre replacements. This trend, coupled with the growing number of EVs on the road, underscored the urgent need for more durable and sustainable tire solutions.

Bridging the Gap: A Focus on the Aftermarket

While EV-specific tires are gaining traction, Erlendsson argues that most tire manufacturers remain primarily focused on original equipment partnerships (OEM), prioritizing tire sales alongside new vehicle purchases. "So even though technology exists to make tires much better today, it isn’t hitting the 90 percent of the tire industry, which is the aftermarket," he stated.

Enso’s approach, however, is to address this neglected 90 percent by offering direct-to-consumer sales of high-quality tires that fit popular EV models across different brands. This business model, combined with their commitment to environmental sustainability, distinguishes Enso from traditional tire manufacturers.

The Enso Advantage: Durability and Sustainability

Enso’s tires promise a number of benefits over conventional tires, focusing on durability and environmental impact:

• Lower rolling resistance: Enso’s tires boast a 10 percent lower rolling resistance compared to standard tires, translating into a corresponding increase in EV range. This means lower running costs for EV owners and reduced energy consumption.
• Extended lifespan: Erlendsson claims a 35 percent increase in tire lifespan for Enso’s products, significantly reducing tire wear and the frequency of replacements. This translates into fewer tires ending up in landfills, where roughly half of all American tyres meet their demise.
• Circular economy: Enso’s factory will integrate recycling processes, ensuring that materials are used efficiently and waste is minimized. The tires are manufactured using recycled carbon black and tire silica derived from rice husks, furthering the company’s commitment to a circular economy.

Tackling the 6PPD Challenge

While Enso is pushing the boundaries of sustainability, it still utilizes 6PPD, a commonly used tire preservative that has raised concern due to its potential environmental impact. 6PPD has been implicated in the contamination of fish and even human bodies, raising alarm bells about its potential harmful effects.

However, Erlendsson acknowledges the need to transition away from 6PPD: "All tire companies in the world are using 6PPD in their current production tires," he admitted. "The technology to remove 6PPD exists," he added, though he declined to elaborate further due to confidentiality agreements.

While researchers in both California and Washington state are actively exploring alternative tire preservatives, a truly sustainable solution that doesn’t compromise tire performance or safety remains elusive. Nonetheless, pressure is mounting on tire manufacturers to find alternatives to 6PPD, with regulatory restrictions steadily increasing. Enso, recognizing this trend, welcomes the shift towards stricter regulations and are actively pursuing 6PPD-free options.

Aiming for Mass Production in the US

Enso’s ambitious plans aim to substantially scale up its operations. The company is targeting 5 million tires to be produced annually from its new US factory by 2027. While the final location hasn’t been announced, Colorado, Nevada, Texas, and Georgia are the frontrunners for this large-scale production facility. With the southeastern US emerging as a hub for EV manufacturing and the "Battery Belt" attracting significant investments, Georgia stands out as a potentially ideal choice for Enso’s factory.

This expansion will mark a significant step forward for Enso, which currently supplies tires exclusively to fleet customers in the UK, including the Royal Mail. Studies conducted by Transport for London have demonstrated the effectiveness of Enso’s tires, validating their claims of improved efficiency, decreased wear, and reduced costs.

Reshaping the Tire Industry: A Paradigm Shift

Enso’s vision extends beyond simply selling more tires. The company aims to fundamentally alter the tire industry’s current business model, which prioritizes selling more products rather than prioritizing sustainability.

"A proposition where you sell fewer tires is just not palatable to most listed companies in this industry," Erlendsson acknowledged. "It’s hard for someone with a legacy manufacturing and legacy supply chains and legacy distribution model to suddenly say, ‘I’m going to make fewer tires, and I’m going to spend more to make them,’ while not tanking your share price at the same time."

Enso’s approach challenges the established norms of the tire industry, aiming to promote durability and sustainability over short-term profit maximization. This shift requires bold action and a willingness to disrupt a century-old industry, but the potential rewards are substantial – a cleaner environment, healthier communities, and a more sustainable future for transportation.

Conclusion

As the EV revolution gains momentum, the focus shifts from reducing tailpipe emissions to tackling the environmental impact of tire wear. Enso, with its commitment to developing eco-friendly tires and its ambitious plans for a US factory, presents a compelling solution to this emerging crisis. While the challenges are significant, particularly in terms of transitioning away from 6PPD, Enso’s vision for a more sustainable tire industry offers hope for a cleaner, healthier future for all.

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