Mining is essential for the green transition and the electrification of the world. In its latest campaign, Sandvik demonstrates what an electric car would look like without the resources accessed through mining. The company has produced a transparent electric vehicle to visualize the result when mining and minerals are removed from the equation. The message is clear: digital, autonomous and electric mining is necessary for the green transition.
Edvard Bergström, VP Communications
“There’s a misconception that mining is dirty and unsustainable. We want to change that perception,” says Edvard Bergström, VP Communications at Sandvik. “To build an electrified society, we must mine metals – but do it efficiently, sustainably, and with modern technology.”
Over 90 percent of the components in an electric car are derived from mining. Metals like lithium, cobalt, nickel, and copper are essential for batteries, electric motors, and power grids. Without mining, the electric car – and the future it symbolizes – wouldn’t exist.
“We wanted to show the world what it would look like without mining – and to do so with something people associate with the green shift. The electric car is not just a vehicle; it’s a metaphor for the broader transformation of society,” says Bergström.
Beyond the car, the campaign includes films, a campaign site, a report on the future of mining and a roundtable discussion. And the car will find a home at the Swedish National Museum of Science and Technology in Stockholm where visitors can learn more about the essential role of mining.
“Despite offering exciting international opportunities and competitive salaries, the mining industry still suffers from an outdated image,” Bergström explains. “Our goal is to show what mining really looks like today – and where it’s headed.”
Sandvik is at the forefront of automation and electrification of the mining sector. “We have the tools, the technology, and the know-how to make mining more productive and sustainable,” says Bergström. “This is about transforming how people view Sandvik and how they view the entire mining industry.”