The automotive industry is shifting gears—literally and figuratively. As the world races to cut carbon emissions, luxury car brands are no longer just focused on what comes out of their tailpipes, but on what goes into their vehicles. From hemp door panels to vegan leather seats, sustainability is becoming the new luxury. It’s not just about driving electric; it’s about driving change from the inside out. And in this race, automakers are proving that green is the new gold.
The automotive industry, responsible for 9% of global greenhouse gas emissions in 2018, is now undergoing a profound transformation. With ambitious global targets to cut carbon emissions—such as the EU’s pledge to reduce emissions by 55% by 2030 and the US’s goal to slash emissions by 50-52%—car brands are accelerating their efforts toward sustainability. This shift goes beyond electric vehicles (EVs), extending into the materials used within cars, as luxury car brands explore innovative, eco-friendly alternatives to traditional materials.
Redefining Automotive Sustainability
While electric vehicles have become synonymous with green transport, the industry is embracing a broader definition of sustainability. It’s not only what comes out of cars (emissions) that impacts the environment but also what goes into them—specifically, the materials used in car interiors.
For instance, hemp, bamboo, and flax are being used to replace traditional plastics and leathers, drastically reducing the carbon footprint of each vehicle. Renewable raw materials are becoming standard across the industry, with companies using lighter, stronger, and more sustainable alternatives that contribute to emissions reduction by lowering vehicle weight and improving fuel efficiency.
Hemp and Biobased Materials: A Sustainable Solution
Hemp has emerged as a game-changer in the race toward greener vehicles. Known for its durability and lightweight nature, it’s already used in models like the BMW 5 series and MINI’s compact cars, which feature hemp door panels. These materials are 30% lighter than plastic, and their production results in negative CO2 contributions. Hemp is also integral to biobased plastics, helping reduce the need for oil-based materials.
BMW is not alone in this endeavour. Brands like Audi and Mercedes-Benz are also integrating hemp and similar renewable materials into their vehicle interiors, aligning with the industry’s overarching goals to reduce reliance on conventional plastics.
The Rise of Vegan Leather and Plant-Based Alternatives
Car brands are also turning their attention to animal-free alternatives, such as vegan leather and other plant-based materials. The use of recycled polyester and cork, for example, offers a 45% reduction in CO2 emissions compared to PVC leather. Startups are driving innovation in this space, with BMW, Mercedes-Benz, and other brands working on materials made from sustainable sources like cactus (Deserttex), grape skins, and even cactus-based leather.
The fashion industry has paved the way for car brands to incorporate recyclable materials, with BMW among those adopting 3D weaving techniques typically seen in clothing. Meanwhile, the automotive sector is also taking cues from the beauty industry, which has long embraced eucalyptus in its products. Land Rover’s Range Rover Evoque, for example, now features seats made with eucalyptus blends, highlighting how these cross-industry innovations are driving sustainability forward. Audi, meanwhile, is incorporating Dinamica—a microfibre made from recycled polyester—into its S line as well as Land Rover Defender V815 models. These new materials are not only sustainable but customizable, providing luxury and durability without the environmental cost of traditional leathers.
Consumer Expectations and Governmental Support
Governments are playing a crucial role in supporting this sustainability shift. The UK, for example, invested £2 billion into its auto industry last year to support zero-emission vehicles, which includes advancing the use of sustainable materials across the EV ecosystem. At the same time, consumer demand for eco-friendly products has reached new heights. Insights from a YouGov survey show that 15% of environmentally conscious consumers, or ‘Planet Protectors,’ rank BMW as a top sustainability leader, compared to 8% of the general population. Tesla, known for its pioneering electric vehicles, remains the gold standard for sustainability across both groups.
As consumers demand more transparency and greener products, automakers are increasingly focusing on the sustainability of their interiors. A Bain & Company survey revealed that people are willing to pay 12% more for sustainable products, proving that the move toward eco-friendly cars is not just good for the planet but also for business.
Circular Economy and Material Innovation
The automotive industry’s shift towards the circular economy is transforming vehicle design, guided by the principles of “ReThink, ReDuce, ReUse, ReCycle.” These strategies, aimed at minimising material use wherever possible, are now applied to everything from dashboards to floor mats. BMW, for instance, uses Econyl—a recycled material made from discarded fishing nets and nylon waste—to craft sustainable interior components. Luxury fashion brands like Prada and Gucci have also adopted Econyl, highlighting the growing crossover between industries in their shared pursuit of sustainability.
MIRUM, a plant-based material designed to mimic traditional textiles, allows BMW to significantly cut emissions from vehicle production, which account for 90% of its Scope 1 and 2 emissions. By using more sustainable materials, BMW aims to slash these emissions by 80% per vehicle by 2030.
At Bentley, the use of ancient wood recovered from bogs is replacing newly felled trees, and even factory floor wood scraps are being layered to create innovative new materials. Rolls-Royce is following a similar path, recycling 60% of its waste with plans to increase this figure to 68% by 2025.
The Road Ahead for Sustainable Interiors
Luxury car brands are racing to create lighter, greener vehicles, understanding that reducing vehicle weight has a direct impact on fuel efficiency and electric vehicle range. For example, the premium electric car brand Polestar is reducing plastic in its dashboards in favour of a flax-based alternative, further cutting down the vehicle’s overall weight.
At the same time, automakers are looking beyond simply switching materials—they are rethinking entire production processes. Mercedes-Benz is aiming for net-carbon neutrality across its value chain by 2039. Part of this strategy includes using recycled household waste for floor mats and integrating sustainable materials into door handles and cable ducts.
Volvo and Rolls-Royce echo this sentiment, with sustainability being described as “luxury elevated.” Materials like bamboo, eucalyptus, and even silk are being woven into car interiors, representing a merging of eco-consciousness with high-end design.
The Future of Green Mobility
As automakers commit to sustainability, we can expect to see more innovations in materials science and production. The shift toward greener transport will not only help meet the stringent 2030 emission targets but also reshape the luxury car market. Leather, plastics, and other traditional materials are quickly being replaced by biobased, vegan, and recycled alternatives, marking a new era for sustainable luxury.
Whether it’s hemp panels, vegan leather seats, or eco-friendly dashboards, car brands are proving that sustainability can coexist with performance and luxury. With government backing and increasing consumer demand, the automotive industry’s transition to greener materials is on the fast track—driving us closer to a cleaner, more sustainable future.
FEATURED IMAGE: Andrea Piacquadio