GREEN TRANSPORT099Where the interests converge is at theacknowledgement of common priorities. As the worldcomes together in Mexico, all eyes are once morefocused on making progress towards carbon emissionreduction. Another joint priority remains, clearly,economic growth. We need to use resources efficiently,including when mitigating climate change. Themeasures taken must be cost-effective, and, what'smore, mobility needs to remain affordable. nABOUT THE AUTHORSIvan Hodac has been the Secretary-General of the European Automobile Manufacturers' Association (ACEA) since 2001. Before joining ACEA, he was senior Vice President and head of Time Warner Europe office. Previously, Mr Hodac was the Secretary-General of trade organisation IFMA/IMACE, Senior Economist at Didier & Associates and Assistant at the College of Europe, Bruges.Yoshiyasu Nao has been the President and ViceChairman of the Japan Automobile ManufacturersAssociation (JAMA) since 2004. Previously he hasheld numerous positions at the Ministry of Economy,Trade and Industry (METI) of Japan. He has alsoworked in Italy as a diplomat, and was managingdirector of the Shokochukin Bank.Dave McCurdy has been the President and CEO of theAlliance of Automobile Manufacturers in Washington,DC, since 2007, after eight years of service as thePresident and CEO of the Electronic IndustriesAlliance (EIA). Prior to that, Mr McCurdy served in theUS House of Representatives representingOklahoma's Fourth Congressional District. ACEA, JAMA and the US Auto Alliance represent the major automobile manufacturers based in Europe, Japan and the United States, with acombined market share of 77 per cent of passengercars sales worldwide.
he title of this publication, "ClimateChange: The New Economy" is a call toaction. We are called upon to create awhole new economy, a new economicsystem that focuses on reversing our tendency topollute. It is by now clear to everyone everywhere in theworld that we must make this transition; the question ishow we go about it. We must reverse climate change by reversing habitsdeveloped over time, adopting new habits and newtechnology that can reduce or avoid the impact on theenvironment we live in. This is not an area where wecan expect individual citizens of the world to act out oftheir own sense of responsibility; it is a challenge thatrequires great leadership from governments andindustry. It requires innovative thinking and a strongdose of pragmatism. Solutions not solidly based in thelaws of economics will go nowhere.At Pirelli, we have a great sense of our responsibility bothas an industrial leader, generally, and, more specifically,as a company in the mobility business. Mobility pollutes,and we want to do our part to find innovative solutions -and they must be economically viable. We also want to use our influence throughout the industry andthroughout the world, to raise quality standards forconsumers everywhere and to raise environmentalstandards everyone in the industry must adhere to. In allforums we participate in, at European or other regionallevel or at international or UN level, we activelycontribute to set the same standards for everyone. The key service Pirelli provides, mobility, is a servicewhich is indispensable and at the same time bearsgrave responsibilities. We are responsible for people'slives and our research and development has alwaysfocused on safety as well as reducing environmentalimpact. But today our responsibility lies as well inmaking mobility sustainable, in being an innovativeleader in an area as fundamental for human well-beingas the quality of the air we breathe. And the companyhas found that this approach is a valid growth strategy.In our commitment to sustainable mobility we: . focus on "green performance" products that areenvironmentally friendly while maintaining safetyand other performance features, as our growthstrategy. Our commitment translates into numbers:green performance products made up 20 per cent ofour revenues in 2008, rising to 25 per cent in 2009(target fully reached). By the end of 2013 theirproportion will rise to 47 per cent of sales; . produce tyres that reduce fuel consumption invehicles, anticipating new EU standards. The tyresachieve this by limiting rolling resistance - theattrition that makes an engine have to push harder toturn the wheels -by as much as 20 per cent. Ourengineers are at the forefront of the industry infiguring out ways to do that at the same time asincreasing, not risking, driver safety; . produce tyres that last longer, which means they getas much as 30 per cent more mileage and have alonger initial operating life;. produce technology to monitor air pressure in tyres,with benefits in terms of both safety and fuelconsumption. Tyres that are 20 per cent below theirregular air pressure level can make the vehicleconsume up to 3 per cent more fuel, withconsequent greater pollution from emissions. Pirelli's Cyber Tyre Lean uses a sensor to monitor air pressure;.invest in research to develop the "Cyber Tyre", whichpromises to feed key information from the tyre - roadcontact area to the vehicle's electronics, improvingsafety and fuel efficiency;PIRELLI: FULLY COMMITTEDTO SUSTAINABLE MOBILITY100GREEN TRANSPORTTFILIPPO BETTINI, HEAD OF GROUP SUSTAINABILITY AND RISK GOVERNANCE, PIRELLI GROUP