Prince William visited a tire startup

Prince William visited the London startup Enso, which offers tires optimized to increase the range of electric vehicles and reduce air pollution from harmful particles that form during tread wear. In 2023, Enso made it to the finals of the environmental competition Earthshot Prize, created by the Prince of Wales, and recently it was announced that the company has become a strategic partner of Uber in the UK and the US.

During the visit, the prince met with Enso's founder and CEO, Gunnlaugur Erlendsson, who talked about the company's development since the last meeting with a representative of the British royal family in October last year. Before leaving, the prince also helped install an Enso tire on an electric vehicle.

Thanks to the partnership with Uber, the company intends to expand the supply of its energy-efficient tires and accelerate its development on an international scale. The cooperation agreement was signed for three years, and within its framework, thousands of British and American drivers will be offered special discounts on Enso-branded tires.

"Innovation is part of Uber's DNA, and the need for it is very high, as we need to fight the climate crisis," said Jill Hazelbaker, Uber's marketing director and senior vice president of communications. "That's why we're partnering with the Earthshot Prize and offering Uber as a platform for implementing innovative solutions, especially those that promote electric mobility. We're thrilled to be working with Enso and helping their growth, as well as making it easier for Uber drivers to switch to electric vehicles."

Enso notes that the tires offered by the company reduce air pollution from harmful particles by 35% and also allow electric vehicles to increase their range by 10%, which contributes to their spread.

"The world needs electric vehicles, as they help fight climate change and prevent air pollution from exhaust gases," noted Erlendsson. "Our mission is to make electric cars more popular by increasing their range and reducing pollution associated with tire wear. We offer drivers more affordable, energy-efficient, and durable tires that will eventually become carbon-neutral. Thanks to our tires, Uber drivers will be able to save money and increase their earnings per mile, while reducing their impact on the environment."

In 2024, Enso announced that it plans to build a $500 million factory for the production of carbon-neutral tires in the US. The enterprise is expected to be launched in 2027, with a staff of over 600 people and a projected capacity of over 5 million tires for electric vehicles per year. Currently, the company does not have its own production, and in 2022, a partnership agreement was signed with the Algerian company Iris Tyres, which took over the production of Enso tires.

Currently, Enso tires are already being installed on taxis and delivery vehicles in London, and the company's goal for 2024 was to expand its presence in North America. According to the company's plans, by 2026, more than a million Enso-branded tires will be produced annually.

Photo: earthshotprize.org.