IVECO’s Multi-Energy Fleet Joins Metallica’s European M72
IVECO is hitting the road with Metallica for the European leg of their M72 World Tour, showcasing a shared commitment to reducing CO2 emissions and promoting sustainability. This partnership, announced last November in Barcelona alongside the launch of IVECO’s renewed lineup, highlights the innovative strides both the iconic rock band and IVECO are making toward a greener future.
The European tour will see IVECO’s multi-energy fleet; featuring natural gas, electric, and renewable diesel-powered vehicles, supporting Metallica’s logistics. These vehicles will transport the band’s equipment and staff across nine cities; Munich, Milan, Vienna, Helsinki, Copenhagen, Oslo, Clisson, Warsaw and Madrid. Additionally, a fuel cell electric truck will join the fleet during the tour’s final stages, marking a significant step in sustainable transportation.
To ensure efficient refuelling along the tour routes, IVECO is collaborating with Shell, leveraging their network of filling stations. Shell will provide low-carbon fuels, such as Shell BioLNG and Shell Renewable Diesel, further reducing the carbon footprint of the tour.
Luca Sra, President of the Truck Business Unit at IVECO Group, said: “We are delighted to go ‘down the highway’ with the amazing Metallica. Our alternative propulsion vehicles powered with Shell’s low-carbon fuel solutions will contribute to reducing the band’s carbon footprint on the European dates of their M72 Tour. The multi-energy fleet, personalised with a special edition Metallica livery, will act as a powerful ambassador of sustainable transport as it travels on the roads across Europe and at the concert venues
Metallica also shared their enthusiasm for the partnership: “When we first met with Iveco Group, they illustrated their vision for this project and how they aim to change the future of transportation and carbon emissions. We immediately knew that Metallica’s goals aligned with theirs, and realised the huge potential of reducing CO2 emissions in heavy-duty transport vehicles. Together we’ll be able to contribute to Iveco Group’s pledge of reaching net zero carbon emissions by the year 2040.”
Janine Albrecht-Webb, Shell General Manager – Commercial Road Transport Europe added: “Shell has been collaborating with IVECO to help lower life cycle transport emissions, aiming to provide low-carbon fuels, such as Shell BioLNG and Shell Renewable Diesel. For example, Shell BioLNG offers a 100% reduction in CO2e* life-cycle emissions to dedicated loyal customers, compared to B7 diesel.”
IVECO’s multi-energy fleet includes 10 IVECO S-Way heavy-duty natural gas vehicles and four powered by renewable diesel, all transporting the band’s equipment. The fleet will be complemented by two IVECO S-eWay electric trucks, two IVECO S-Way LNG trucks, and one S-Way powered by renewable diesel. For the Spanish dates, an IVECO S-eWay Fuel Cell truck will join the convoy. The band’s crew will also benefit from eco-friendly transport, using eDaily minibuses and an Evadys coach from IVECO BUS.
IVECO’s dedication to sustainability extends beyond the tour, as seen in the special edition livery designed by Iveco Group’s Centro Stile. Inspired by Metallica’s “72 Seasons” album, the sleek black design with vibrant yellow accents and the iconic Metallica logo on the front grille symbolises the partnership.
In addition, a limited run of 72 high-end heavy-duty trucks adorned with exclusive Metallica-inspired outfitting will be launched later this year, allowing fans to own a piece of this unique collaboration.
Truck drivers are at the heart of IVECO’s initiatives, with engagement activities including a contest for drivers to submit videos of themselves performing to Metallica music, offering the chance to win concert tickets and other prizes. The My Metallica Truck digital tool will also enable fans to create personalised Metallica-themed backgrounds featuring their photos, perfect for sharing on social media.
IVECO is also ensuring that their stakeholders can enjoy the Metallica experience, with over 1,400 tickets reserved for clients, customers, and Iveco Group employees through a special contest. These lucky winners will be hosted in the IVECO Village, a unique hospitality area customised with the iconic band’s style and colours.
This partnership between IVECO and Metallica underscores a mutual dedication to sustainability and innovation, driving forward a greener future for both the transportation and entertainment industries.