Demand growing for winter tires in Canada

TORONTO ( Nov. 20, 2015) — Demand for winter tires is rising dramatically in key Canadian markets, according to new data from the Tire and Rubber Association of Canada (TRAC), which credits measures by government, industry and stakeholders to educate drivers about the superior traction and stopping distance of winter tires.

Overall, TRAC estimates shipments of winter tires to dealers is up about 6 percent across Canada, led by double-digit jumps in Manitoba (35 percent), Ontario (25 percent) and the Atlantic Provinces (14 percent).

Across Canada, nearly two-thirds of drivers say they use winter tires — double the percentage in 1998 — but the winter tire mandate in Quebec skews that percentage. Taking Quebec out of the picture shows that only half of Canadian drivers profess to using winter tires, with fewer than two out of five drivers in British Columbia, Manitoba and Saskatchewan doing so.

While there may by many reasons why consumer demand for winter tires is rising, TRAC said it is no coincidence that the largest increases are being seen in provinces that show leadership in terms of government programs promoting their use.

In Manitoba, TRAC said, the provincial government implemented a low-interest winter tire financing program in 2014 and is continuing the program for the 2015/16 winter.

In Ontario, the provincial government recently introduced a mandatory insurance discount program for drivers who use winter tires as part of an initiative to improve road safety and to lower insurance premiums for Ontario drivers.

A 2014 survey conducted by Leger for TRAC, shows that outside of Quebec, where winter tires are the law, only half of Canadian motorists use winter tires, with cost seen as  primary deterrent.