By 2010, the improvement since 2005 had already reached 30%, thanks in large part to effective waste management and the deployment of good energy practices. In addition, as a corporate initiative, Michelin hosts the annual Challenge Bibendum, the largest collection of alternative fuel vehicles on the planet. OEMs and policy makers all over the world come together to discuss and display the latest technologies that facilitate greater sustainable mobility. This year, the event will be held in Berlin, Germany, from May 18-21. Pirelli Tire North America Pirelli's Green Performance technology permits the reduction of fuel consumption and minimizes environmental impact due to the use of eco-sustainable materials which last longer and produce less noise when on the road. Pirelli has always been very attentive to environmental issues. The company has developed a series of technologies capable of reducing the environmental impact of its products through their entire life cycle from production to disposal.