The automotive industry has recycling targets to meet, with the mandatory quotas in place since 2006 due to rise in 2015. Tyres make up a significant part of the material that needs to be re-processed and at the moment 32% are used as fuel. So a new use for old tyres is needed.

Ground tyres can be used as a filler for road embankments, resulting in a light weight, environmentally friendly alternative to soil – which frequently has to be shipped in if the earth at the construction site is not suitable. This makes for a cheaper, more sustainable alternative.