mission to turn kilometers into trees, ET Auto

Volvo Car India has launched the Reverse Project to combat environmental damage by planting trees based on the mileage of electric vehicles (EVs), irrespective of brand. Initially, the company partnered with ASSOCHAM to plant 10,000 trees, transforming a garbage dump in Ghaziabad into an urban forest. As part of this project, Volvo has planted five trees for every electric vehicle sold and is offering to plant four trees to owners of other EV brands that join the initiative. Other participating electric vehicle owners can have trees named after them based on their mileage. Owners of non-electric vehicles can also join the initiative by taking the pledge. These efforts underline Volvo’s commitment to sustainability and aim for a greener future.

Volvo Car India will maintain the urban forest for the next four years. The progress of the project is evidenced by the transformation of a former landfill for garbage and construction waste into a green urban space.

Jyoti Malhotra, Managing Director, Volvo Car India, said, “Project Reverse gives car owners across India the opportunity to contribute to reversing environmental damage. Volvo Car will not only sacrifice 5 trees for every Volvo EV purchased, but will also expand similar opportunities for other electric vehicle owners. Regardless of where you are in India and what electric vehicle you drive, once you register on the Reverse Project website, 4 trees in the Urban Forest will be named after you for every 5,000 kilometers you drive to turn kilometers into trees when non-EV users make the pledge, 3 trees will be named in their name.”

Project Reverse is part of Volvo Car India’s broader goal of promoting sustainability and achieving net carbon neutrality by 2040. As part of its environmental efforts, the company is transforming urban landfills into urban forests. Project participants will receive a certificate confirming their contribution.

Deepak Sood, Secretary General, ASSOCHAM and Trustee of ASSOCHAM Foundation for CSR, said, “This collaborative effort between Volvo and AFCSR sets a commendable example for the industry. It reflects the transformative impact that can be achieved through collective environmental responsibility. AFCSR stands firm behind such initiatives, recognizing the critical role of shaping a sustainable future.”

Project Reverse offers a unique opportunity to all EV owners and non-EV users across India to contribute to reversing environmental damage through an innovative tree planting initiative. This project underlines Volvo Car India’s commitment to promoting a sustainable and healthier environment.