Iveco, the light, medium and heavy commercial vehicle brand of Iveco Group, started its collaboration with the legendary band Metallica at the end of May to support the European leg of its M72 World Tour. IVECO BUS, the Group’s public transport and premium coach brand, also participated.

The day before the last stop of the European tour in Madrid, James Hetfield, guitarist and lead singer of Metallica, and Olof Persson, CEO of IVECO Group, tested the IVECO S-Way at the Jarama Circuit near Madrid.
As Metallica's music craze sweeps across Europe, IVECO Group fully supports the tour through environmentally friendly transportation solutions, truck driver interaction activities and local community giving back projects.

From May to July this year, Metallica toured nine major European cities including Munich, Milan, Vienna, Helsinki, Copenhagen, Oslo, Clisson, Warsaw and Madrid. Last November, Iveco announced a partnership with Rock and Roll Hall of Fame member and heavy metal superstar Metallica at the launch of its new products and services. The theme song of Iveco's new product launch video comes from the band's song "It's Electric".

Sustainable fleet supports low-emission tours

In this cooperation, Iveco invested in environmentally friendly vehicles of various energy types to support the ground transportation of Metallica M72 Tour in Europe, so as to reduce the impact on the environment when the band transfers equipment and sets up equipment between venues. The low-carbon fleet consisting of 10 Iveco S-Way heavy-duty liquefied natural gas (LNG) trucks and 4 Iveco S-Way trucks powered by renewable diesel can significantly reduce CO2 emissions during the tour, thereby effectively reducing the impact of the tour on the environment.
 
To further meet the logistical needs of the tour, Iveco also formed a supplementary fleet, including 2 S-eWay electric trucks, the first electric heavy-duty trucks produced by Iveco, 2 S-Way LNG trucks, and 1 S-Way truck using renewable diesel. In addition, the S-eWay fuel cell electric vehicle also joined the fleet at the last stop of the tour in Spain. The fleet configured by Iveco for Metallica can achieve 24-hour all-weather interconnection and remote monitoring through the Iveco brand's customer operation center.

On the way to the concert venues, the team can refuel at the gas stations of IVECO's partner Shell. According to the low-carbon and efficient energy cooperation development agreement signed by IVECO and Shell, Shell gas stations will provide low-carbon fuels for the team to ensure low-emission transportation. Shell will also purchase carbon credits to compensate for the "well-to-wheel" carbon dioxide emissions that are difficult to avoid or reduce even though the team uses renewable fuels.

Eco-friendly shuttle service

IVECO BUS, the public transportation and high-end coach brand of the Iveco Group, provided inter-venue shuttle services for Metallica's band staff during their European tour.

Two eDaily all-electric light buses and one Evadys long-distance coach compatible with renewable diesel ensure that band staff can travel in an environmentally friendly and comfortable way in different cities.

M72 Tour Exclusive Body Paint

Iveco Group's Centro Stile design center designed a special livery for the team inspired by the colors of Metallica's album "72 Seasons". The theme of the album is the 18 years of growth and change at the beginning of life, that is, 72 seasons. The matte black body of the truck is painted in bright yellow, with the eye-catching Metallica band name on the front of the car, making the body dynamic and visually impactful. In the second half of this year, Iveco will launch 72 Metallica special series high-end heavy trucks with exclusive configurations.

Truck drivers at the core

Truck drivers are at the heart of everything Iveco does, and this partnership with Metallica is no exception. Iveco is documenting and celebrating the important role truck drivers play during the tour through a series of activities. Journalists or video bloggers will follow the fleet on specific routes, recording the journey between tour venues, giving the public a glimpse into the daily work of truck drivers.
 
Iveco has also launched a creative competition to encourage drivers of various brands to upload videos of themselves performing Metallica music, and participants will have the chance to win Metallica tour tickets and other prizes. In addition, the "MY METALLICA TRUCK" digital application tool provides Metallica-themed backgrounds for fans to customize their photos and share on social media.

"Iveco Village" in the tour city

At each of the nine city tour stops, there is an "Iveco Village" for fans, where an Iveco heavy-duty electric truck and an Iveco RV with an exclusive M72 livery are on display. Fans can take photos with the Iveco S-Way heavy-duty truck with the front grille painted in the colors of Metallica's "72 Seasons" album.

Community Contribution

The close collaboration between IVECO Group and Metallica reflects their shared commitment to social responsibility. Through Metallica’s “All Within My Hands” Foundation, both parties will donate an equal amount of money to local organizations at each stop of the European tour to fight hunger and provide emergency assistance to the homeless and vulnerable women and children.

Iveco Group said: "The cooperation with Metallica is of great significance to Iveco Group. Metallica has many fans around the world, and its commitment to environmental sustainability and social responsibility coincides with Iveco Group. Our partnership is more than just transportation, but demonstrates the determination of both parties to lead the transformation of the transportation sector to a cleaner future and promote a more sustainable society. Metallica and Iveco Group share common core values, including innovation, the drive to promote change, and a commitment to contribute to the community. To maintain our leading position in the industry, we must constantly innovate, challenge ourselves, break through limits, and continue to explore innovative solutions to improve comprehensive performance. This philosophy shared with Metallica will inspire us to constantly surpass ourselves and pursue excellence."

Metallica said: "When we first met, Iveco Group introduced its vision for cooperation and its goal of changing the future of transportation and carbon emissions. We immediately realized that Metallica and Iveco Group's goals were highly aligned, and we also saw great potential for reducing CO2 emissions from heavy-duty transport vehicles. We launched this cooperation in May 2024, and Iveco's electric and natural gas vehicles will be responsible for transporting the tour equipment for the European stop of the M72 World Tour. We are very happy to help Iveco Group achieve its goal of net zero carbon emissions in 2040. Contributing to this goal means a lot to us."

Source : www.chinaspv.com

Editor : Olivia

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Tags: Iveco Metallica