Can you be heavy metal and at the same time sing big trucks that say nothing? Yes, if you ask Metallica.
IVECO has partnered with world-renowned metal band Metallica to support their M72 tour with electric choir cars. This collaboration, which involves the use of electric and biogas-powered trucks and minibuses, underlines a growing awareness of the so-called climate agenda.
Metallica, fronted by James Hetfield and Danish drummer Lars Ulrich, kicked off their M72 tour last year. The tour includes several stops in the Nordic region, including two concerts in the Park in June.
IVECO supplies specially decorated choir uniforms to the band, as part of their contribution to a more sustainable execution of the event.
IVECO's Business Director in the Nordics, Håkan Jönsson, expresses pride in the partnership: "It's not just any band, but perhaps the world's best-known metal band. We're incredibly happy about the trust that Metallica shows. They have a tight tour schedule and are dependent on us delivering on quality and uptime. This will be a clear goal for us! At the same time, the partnership is an expression of a joint commitment and dedication to reducing CO2 emissions – also in the culture and entertainment industry."
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Metallica's equipment will be transported in IVECO's electric and biogas-powered S-Way and S-eWay trucks, while eDaily and Daily Natural Gas minibuses will act as shuttle services for the band's crew. These choir clothes are decorated in eye-catching colors and designs, inspired by Metallica's raw and stylish aesthetic in yellow and matte black.
IVECO has also planned a number of competitions where fans can win concert tickets for the upcoming shows in Copenhagen.
Jönsson notes: "Metallica has a very special place in the hearts of the Danes, and this is probably also due to Lars Ulrich's Danish roots. It is usually a great experience when the band takes the stage here at home. Fans know what they are getting with Metallica – the mentality we can reflect, because customers know what they are getting with IVECO. That's why we are, to say the least, quite excited to be part of Metallica's tour through our cars."
The M72 tour refers to Metallica's latest album, "72 Seasons", and the tour is named after the album's theme of the formative first 18 years of life. Since their debut in 1984, Metallica have played 31 concerts in Denmark alone.
Watch Metallica play one of the world's biggest concerts below:
