Greggs' vegan steak bake proved animal-free products are money-spinners. Now automotive manufacturers are catching on…
James Attwood, digital editor
21 January 2020

Could a vegan steak bake change the car industry? It might sound tenuous, but the phenomenal success of the unlikely offering from Greggs, along with myriad other vegan products from national chains that have been rolled out for ‘Veganuary’ this month, demonstrate that catering to the growing demand for animal-free products is big business.

The growing interest in veganism is driven by animal welfare, health and environmental concerns. It’s not just about eating only plant-based food but entirely avoiding using animal-based products – such as leather upholstery in cars.

Leather has long been used as a luxury material for car interiors – and it remains a popular choice among many. But the past few years have seen a major push by premium car firms to develop vegan leather alternatives, with some firms in the process of phasing out leather options entirely.

There are growing public calls for car firms to offer vegan options: six-time Formula 1 world champion Lewis Hamilton, for example, recently asked his employer Mercedes-Benz to phase out leather entirely.

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Non-animal-based leather alternatives aren’t a new concept: for example, Mercedes has offered a synthetic material called Artico since 2003, Toyota uses a material called Softex and Ferrari offers Mycro Prestige as a vegan leather option on some models.

Yvonne Taylor, the director of corporate projects for animal rights organisation People for the Ethical Treatment of Animals (PETA), told Autocar that, compared to industries such as fast food, fashion, aviation and hospitality, the car industry “has been slower to capitalise on the demand for vegan products”, adding: “this is ironic, given that many of the biggest companies has been using vegan leather for its high quality and durability for years.”

Taylor wants car firms to offer entirely vegan interior options for every model, saying that leather isn’t a byproduct of the meat industry, as many people think, but a “global, $100 billion-a-year industry that slaughters more than one billion cows, sheep, goats and pigs [annually].”

According to Taylor, a PETA investigation into cattle ranchers in Brazil who supply leather producers that sell producs to car firms, found evidence of factory farming, extreme crowding and animal cruelty.

For the car firms, it’s been a question of market demand: Mercedes says that leather remains the most popular choice for upholstery in its cars, although it is developing new vegan leather alternatives. And other premium firms are reacting to the change in consumer demand, too.

Land Rover has been one of the leaders in this area, working with partners on a range of non-leather fabrics: the Evoque and Velar are offered with a premium wool-polyester blend from Kvadrat, a synthetic suede by Miko and a eucalyptus fibre textile. In a recent interview, Land Rover’s chief colours and materials designer Amy Fascella said: “Premium car customers still love luxury, but they’re also dialling back the consumerism and doing some good if they can.”

Tesla has phased out the use of leather entirely from its upholstery options, in part because of pressure brought by PETA after it bought shares in the California-based EV maker. And Volvo’s new sister brand Polestar will offer only leather-free interiors, using a water-based PVC material called Weavetech that was developed in-house. Polestar boss Thomas Ingenlath says it demonstrates that “our care for the environment goes beyond the electric drivetrain”, with the aim to “promote and accelerate the shift of the car industry towards leather-free interiors.”

The drive by the car industry towards reducing carbon emissions is also prompting a move away from leather - and that's partly why the forthcoming Volkswagen ID 3 and Ford Mustang Mach-E EVs will use only animal-free materials.

Taylor says the production of animal-derived materials such as leather is “as toxic to the Earth as it is cruel to animals.” Indeed, the UN estimates animal agriculture – including the leather and wool industries – creates 14.5% of global greenhouse gas emissions.

Taylor refers to cattle and sheep as “the Humvees of the animal kingdom”, due to the volume of methane they produce, and adds that turning animal skin into leather involves using environmentally harmful toxic materials.

The leather industry believes its product has a strong and necessary future, however.

The director of Leather UK, Dr Kerry Senior, said: “The reality is that more than 90% of the world’s population eat meat, and that consumption is rising. While this is the case, more than seven million tonnes of hides and skins will be produced every year, which will need to be dealt with. The most efficient and elegant solution to that problem is the production of leather. Leather is unarguably a byproduct of the meat industry.”

He also pointed out that vegan alternatives to leather all use synthetic chemicals themselves in their production.

The challenge for car firms is finding premium materials that they can produce in volume and that feel similar to and can be as durable as leather over potentially a decade or more of hard use in a car. To test its Weavetech fabric, Polestar artificially aged it for 6000 hours, including submerging it in a ‘boiling water-like environment’ for four weeks.

New production processes are creating new options, too, with new materials often shown on new concept cars.

With demand for leather remaining strong, the car industry is unlikely to stop offering such interiors in the immediate future – just as Greggs still sells real steak bakes. But as demand for vegan and similar ethical products grows, car firms will be keen to stake a claim on that business.

The future of vegan leather

Volkswagen ID Roomzz - apple skin leather:  This electric large SUV concept featured a leather-style fabric made by mixing polyurethane with apple skin left over from juice production.

Bentley EXP 100GT - grape leather: Red wine and upholstery don't usually mix well, but Bentley's 100th anniversary concept used a material made from grape skins that are a waste product from wine production.

Mercedes-Benz Vision AVTR - recycled bottles: The futuristic Vision AVTR features Dinamica microfibre, a material made from old clothing, plastic bottles and flags. Similar fabrics are already in use in some production cars, including a number of Volvos and the new Renault Zoe.

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Comments
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21 January 2020

Since when was Wool a Vegan material Autocar....?

Leather is a by-product of the Meat Industry - it's driven by the global consumption of Beef, not luxury car companies!

21 January 2020
Carmageddon wrote:

Since when was Wool a Vegan material Autocar....?

Leather is a by-product of the Meat Industry - it's driven by the global consumption of Beef, not luxury car companies!

Wool is obviously not vegan. But ‘vegan leather’ is a byproduct of the oil industry... PETA seem entirely unmoved about the negative impacts of fossil fuels.

On a global environmental perspective, I don’t think leather is the bigger problem so long as there is a meat industry, but I do agree customers should have an alternative.

I’d much prefer my Land Rover with textile seats.

21 January 2020

Whatever other people's opinions, I would still prefer leather upholstery and a fillet steak.

289

21 January 2020
Here here....wouldn't expect anything else from someone calling themselves 'Lion'!
I have rarely heard so much utter bollocks. If buyers want to sit on plastic seats....go ahead, knock yourselves out. Leave the rest of us alone who still expect to sit on leather. You wont guilt trip me.

21 January 2020
Sorry 289, I think you have misunderstood. I was saying that I am not vegan, and never will be vegan.
Lol companies are making millions by calling something 'vegan' and charging more. When will people finally wake up and find out that it isn't helping anyone, least of all themselves?

21 January 2020

There is, of course, no such thing as a "vegan Steak Bake". It's a Veggie Bake, so call it what it is. It's about time the Trade Descriptions Act was applied to this Industry.  

Mind you, where would this leave the Range Rover 'Sport'??

21 January 2020
Soon they won't be eating salad because it is cruelty to plants.

21 January 2020

 I heard a line for a Tv Show a while back saying that our consumption of Meat was in some a Countries causing vast areas of Forest, Jungle being cut down to provide grazing for Cattle which in turn doesn't help with global warming, and anyway we're supposed to be eating too much red meat also, putting veganism into the equation when buying cars won't make a blind bit of difference, and like eating, cars are our choice, veganism seems all of a sudden to be the in thing in supermarkets, there seems to be a big push to have us go Vegan, what about Gluten intolerance?, can't see that selling Cars, can you?

21 January 2020
Peter Cavellini wrote:

 I heard a line for a Tv Show a while back saying that our consumption of Meat was in some a Countries causing vast areas of Forest, Jungle being cut down to provide grazing for Cattle which in turn doesn't help with global warming, and anyway we're supposed to be eating too much red meat also, putting veganism into the equation when buying cars won't make a blind bit of difference, and like eating, cars are our choice, veganism seems all of a sudden to be the in thing in supermarkets, there seems to be a big push to have us go Vegan, what about Gluten intolerance?, can't see that selling Cars, can you?

A lot of the "push" as you say, is to encourage people to eat a lot less meat, not necessarily to go vegan permanently, cos is better for the environment and our health.

21 January 2020

I don't like leather interiors. In the cold they need seat heating and in the summer only really work with ventilation. Most car leathers - unless you're shopping for something like a Rolls or Alpina - aren't that nice, certainly I wouldn't have them in my home.

Unfortunately the car manufacturers have killed choice. I don't think I could have optioned my BMW without leather (it was standard). In most instances manufacturers seem to use pretty horrible fabrics - I suspect to 'encourage' people to upgrade to leather.

If you look at old Bentleys and Rolls they often had cloth interiors. The fascination with leather seems to be a recent thing

Personally I'm not keen on vegan leather as it suffers many of the same issues as leather. 

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