Sam Fender’s People Watching Tour of the UK and Ireland has set a new benchmark for sustainability in live music, becoming the first major tour to use transportation powered entirely by electric trucks.

Partnering with Mercedes-Benz Trucks and KB Event, the sell-out run of shows was supported by four eActros 600s – saving 840kg CO₂eq over the 934 miles travelled (the equivalent of what 33.6 mature trees can absorb annually) while keeping to a demanding, back-to-back schedule across England, Scotland, the Republic of Ireland and Northern Ireland.

Each night, the trucks carried stage sets and equipment hundreds of miles between venues, charging on the road using the existing UK and Irish HGV infrastructure.

With a class-leading 500km+ range on a single charge and the ability to recharge from 20–80% in just 25 minutes, the eActros 600 truck proved more than up to the challenge of the fast-paced touring world.

“Transport is a key part of any live music tour, but we wanted to make the People Watching Tour as green and sustainable as possible,” said Richard Burnett MD of KB Event, who provided the tour logistics. “Until now, electric trucks weren’t seen as viable for big tours, but the eActros 600 has shown they can deliver the performance, the range, and the reliability. No one else can do this like Mercedes-Benz Trucks.”

Sam Fender himself was equally excited: “We’ve just finished our summer tour where we used Mercedes-Benz electric trucks operated by KB Event. Hopefully, this will help show what can be achieved on future tours and other artists will jump onboard too. Big thanks to everyone involved and to Massive Attack for pioneering the way with more sustainable touring.”

The feedback wasn’t just from the stage. Drivers of the eActros 600 were quick to praise the truck’s refinement and overall usability.

Despite tight deadlines, charging posed no issues during the tour. “We only needed a maximum 90-minute stop to recharge, which slotted neatly into the schedule,” added Burnett. “It will be even easier when venues start adding their own charging hubs.”

For Daimler Truck UK, the tour represents a landmark moment for both logistics and live entertainment.

Stuart Jeggo, Sales and Marketing Director of Daimler Truck UK, said: “Concerts bring joy to millions, and now they can also help drive a more sustainable future. The eActros 600 shows that electrification works, even in one of the most demanding industries – live touring. A big thank you to our dealers for their support – especially Metrux Truck and Van, and also Ciceley Commercials – without whom this would not have been possible.”

From packed arenas to the highways linking them, Sam Fender’s latest tour didn’t just entertain – it proved that the future of sustainable live music is already here, and it runs on Mercedes-Benz Trucks.

Mercedes-Benz Trucks has played a central role in PepsiCo’s latest move toward sustainable delivery, with its core transport partner, XPO Logistics, selecting the eActros 600 to spearhead its transition to battery-electric transport across England and Wales.

Six fully electric Mercedes-Benz eActros 600 trucks will replace diesel-powered vehicles within XPO Logistics’ core distribution fleet for PepsiCo, enabling over 1,000,000 road kilometres per year to be driven with zero emissions. The switch is projected to eliminate more than 1,200 tonnes of CO₂ emissions annually – a significant step in PepsiCo’s journey toward net zero by 2050.

PepsiCo is one of the world’s leading food and beverage manufacturers with world famous brands such as Pepsi MAX, Doritos, 7UP Zero Sugar, and Quaker Oats, alongside its much-loved, local and regional brands, including Walkers, Wotsits, Monster Munch, and Pipers in its product line-up.

The Mercedes-Benz eActros 600, recently crowned International Truck of the Year 2025, represents the next generation of sustainable freight mobility. With an impressive real-world range exceeding 500 km per charge, a premium driver environment, and cutting-edge drivetrain technology, the eActros 600 continues to set the benchmark for long-distance electric haulage.

“We are very proud to strengthen our partnership further with XPO Logistics for this order of our award-winning eActros 600s,” said Heiko Selzam, Managing Director of Daimler Truck UK. “This commitment underscores the recognition by both companies of the critical role these vehicles play in achieving their sustainability goals. Following extensive collaboration, this order firmly establishes the eActros 600 as a leading solution in the electric truck market. We are looking forward to seeing these trucks operational this month.”

Ordered through Sales Consultant Rob Dale at SAGA Truck and Van, the new eActros fleet will help transform PepsiCo’s UK logistics operations, transporting snack-time favourites and cupboard stables across England and Wales with zero tailpipe emissions.

Nicola Dainter-Kemsley, Key Account Manager at Daimler Truck UK, added: “Working with a partner like XPO Logistics, which shares our ambition to shape the future of sustainable heavy haulage transportation, is an honour. Thanks to the XPO Logistics and SAGA Truck and Van teams for making this milestone possible.”

The transition is supported by XPO Logistics’ AI-driven CO₂ Reporting Dashboard that allows real-time tracking and optimisation of carbon savings. This tool complements the eActros deployment by providing actionable insights to improve logistics efficiency and further reduce emissions.

Dan Myers, Managing Director – UK and Ireland, XPO Logistics, said: “Sustainability is in our DNA, so we are proud to partner with PepsiCo and Mercedes-Benz Trucks on this journey, combining investment in electric mobility with advanced technology and operational excellence.”

Andrew Smethurst, UK Logistics Director, PepsiCo, added: “This new partnership with XPO Logistics will play a vital role in further reducing our logistics emissions as we move iconic products like Walkers crisps and Doritos to our customers across the UK.”

Mercedes-Benz Trucks remains committed to accelerating the shift toward clean, electric transport solutions and supporting partners across the logistics sector in meeting the UK’s ambitious climate goals.

Mercedes-Benz Trucks has played a central role in PepsiCo’s latest move toward sustainable delivery, with its core transport partner, XPO Logistics, selecting the eActros 600 to spearhead its transition to battery-electric transport across England and Wales.

Six fully electric Mercedes-Benz eActros 600 trucks will replace diesel-powered vehicles within XPO Logistics’ core distribution fleet for PepsiCo, enabling over 1,000,000 road kilometres per year to be driven with zero emissions. The switch is projected to eliminate more than 1,200 tonnes of CO₂ emissions annually – a significant step in PepsiCo’s journey toward net zero by 2050.

PepsiCo is one of the world’s leading food and beverage manufacturers with world famous brands such as Pepsi MAX, Doritos, 7UP Zero Sugar, and Quaker Oats, alongside its much-loved, local and regional brands, including Walkers, Wotsits, Monster Munch, and Pipers in its product line-up.

The Mercedes-Benz eActros 600, recently crowned International Truck of the Year 2025, represents the next generation of sustainable freight mobility. With an impressive real-world range exceeding 500 km per charge, a premium driver environment, and cutting-edge drivetrain technology, the eActros 600 continues to set the benchmark for long-distance electric haulage.

“We are very proud to strengthen our partnership further with XPO Logistics for this order of our award-winning eActros 600s,” said Heiko Selzam, Managing Director of Daimler Truck UK. “This commitment underscores the recognition by both companies of the critical role these vehicles play in achieving their sustainability goals. Following extensive collaboration, this order firmly establishes the eActros 600 as a leading solution in the electric truck market. We are looking forward to seeing these trucks operational this month.”

Ordered through Sales Consultant Rob Dale at SAGA Truck and Van, the new eActros fleet will help transform PepsiCo’s UK logistics operations, transporting snack-time favourites and cupboard stables across England and Wales with zero tailpipe emissions.

Nicola Dainter-Kemsley, Key Account Manager at Daimler Truck UK, added: “Working with a partner like XPO Logistics, which shares our ambition to shape the future of sustainable heavy haulage transportation, is an honour. Thanks to the XPO Logistics and SAGA Truck and Van teams for making this milestone possible.”

The transition is supported by XPO Logistics’ AI-driven CO₂ Reporting Dashboard that allows real-time tracking and optimisation of carbon savings. This tool complements the eActros deployment by providing actionable insights to improve logistics efficiency and further reduce emissions.

Dan Myers, Managing Director – UK and Ireland, XPO Logistics, said: “Sustainability is in our DNA, so we are proud to partner with PepsiCo and Mercedes-Benz Trucks on this journey, combining investment in electric mobility with advanced technology and operational excellence.”

Andrew Smethurst, UK Logistics Director, PepsiCo, added: “This new partnership with XPO Logistics will play a vital role in further reducing our logistics emissions as we move iconic products like Walkers crisps and Doritos to our customers across the UK.”

Mercedes-Benz Trucks remains committed to accelerating the shift toward clean, electric transport solutions and supporting partners across the logistics sector in meeting the UK’s ambitious climate goals.

In a bold step toward to a more sustainable live music industry, Mercedes-Benz Trucks, in collaboration with AEG and KB Events, played a pivotal role in helping The LIDO Festival achieve its ambition of running entirely on green energy.

Massive Attack headlined the first night of the nine-day East London festival with a set that was achieved with 100% battery electric power. Power for lighting, sound and all the equipment required to put on the show for thousands of festival goers came from batteries.

It was yet another landmark moment in sustainable live performance and the electric atmosphere wasn’t just produced by the bands, it was powering the whole show rather than using power from diesel generators, which is often the case at live events.

Jamal Chalabi, Tour Manager for Massive Attack and Head of Touring for A Greener Future delivered the groundbreaking feat. His vision was to create a net-zero live event and the three eActros 600 Electric Trucks deployed by the festival underscored a powerful message: the future of live music is electric.

This wasn’t Jamal’s first foray into greener touring. His efforts started with the Bring Me The Horizon Tour in 2021, which emerged as the first post-pandemic arena tour to incorporate a sustainability-focused approach. “That tour reduced emissions by 38%,” Jamal noted. “Power, food, and travel were top of the agenda. The music industry was all ears.”

The pandemic pause offered a rare moment of reflection for the live events industry. “Isolation is damaging. It polarises our world,” Jamal said. “Live events are the lifeblood and consciousness of society.”

Following the success of Bring Me The Horizon, Chalabi pushed boundaries even further with Massive Attack’s innovative show at Clifton Downs, Bristol — the band’s first fully battery-electric concert. This performance was not only a technological milestone but a rallying cry for the industry’s shift toward sustainability.

“Food production accounts for 25% of global emissions, and we waste half of what we produce from farm to fork,” Jamal said. “But even with that in mind, it’s our generators, trucking, and travel that demand urgent attention. Electrification and the elimination of fossil fuels must become top priorities for the music and all industries,” he added.

The three Mercedes-Benz eActros 600s, each with a range of at least 500km on a single charge, weren’t just transport, they were the logistical backbone enabling a net-zero, world-class event.

Jamal emphasised the urgency for systemic change: “We’re running out of time. We must go where we need to be — not just meet people where they are. Change is uncomfortable, but essential. The green economy is real, and ‘business as usual’ is no longer an option.”

He added: “The music industry has global influence. It’s a microcosm of society with a voice people listen to. Artists must align their sustainability messaging with real backstage practices. We’ve shown it can be done — and the eActros 600 trucks are central to this new philosophy.”

The eActros 600 was perfect for the LIDO Festival and, as the International Truck of the Year 2025, it was praised by the drivers for its advanced powertrain, aerodynamics, performance and range. The Massive Attack Production Team, headed up by James Baseley also used one of the eActros 600 trucks to transport production from depot to supplier to the arena and finally to the festival, smashing the myth that the recharging infrastructure isn’t there and proving that the future of EV Arena Touring has arrived!

Stuart Jeggo, Sales & Marketing Director of Daimler Truck UK Limited, commented: “Live music relies heavily on the transportation and logistics sector to make these events possible in different locations. We are very pleased that the performance and range of the all-electric eActros has helped to significantly reduce the environmental impact of The LIDO Festival.  This is only the start of the work we are doing with the music industry as a whole, and an exciting step forward for the future of sustainable live music events, which is good news for everyone – and the planet.”

“Daimler Truck UK is very grateful to its dealer partners — Euro Commercials, Mertrux Truck & Van, Northside Truck & Van, and Rygor Auto — for providing the eActros 600 trucks. Their support played a key role in shaping the LIDO Festival’s green logistics efforts and advancing our shared commitment to sustainable transport.”