Ciceley Commercials is proud to have played a key role in powering Sam Fender’s People Watching Tour of the UK & Ireland – the first live music tour to be delivered using 100% electric eHGVs.
Operated by logistics specialist KB Event, the sell-out tour relied on four Mercedes-Benz eActros 600s to transport stage sets and equipment across England, Scotland, Northern Ireland and the Republic of Ireland. Together, the vehicles saved 840kg CO₂eq across 934 miles – the equivalent of what 33.6 mature trees absorb in a year.
Despite the fast-paced schedule of back-to-back arena shows, the eActros 600s kept the tour on track, travelling hundreds of miles overnight between venues and charging via the existing UK and Irish HGV infrastructure. With a class-leading range exceeding 500km on a single charge and rapid 20–80% charging in just 25 minutes, the International Truck of the Year 2025 more than proved itself in one of the most demanding industries: live music touring.
Ciceley Commercials’ support was called upon during the tour to urgently mobilise an additional eActros 600. With only hours to act, teams from Bolton Service, Sales Support, Accounts, and Kieron Keough worked at speed to register, prepare, and deliver the truck from Bolton to Scotland, ensuring it made the 21:00 ferry from Stranraer to Northern Ireland. Their efforts were crucial in keeping the tour’s demanding schedule on track.
Special credit goes to Kieron Keough, Greg Egan, Dave Dervan, Dave Myles, Liz Powell and Jack Burgess, whose dedication and teamwork made this possible.
Richard Burnett, Managing Director of KB Event, said:
“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. 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 added:
“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.”
From packed arenas to the highways linking them, the People Watching Tour didn’t just entertain – it set a new benchmark for sustainability in live music, with Ciceley Commercials proud to help make it happen.
