CAMBRIDGE, Ontario — Eighty-two percent of Canada's motorists believe investing in winter tires is important despite steep increases in the cost of living, according to a new Leger Marketing Inc. survey commissioned by the Tire and Rubber Association of Canada (TRAC).
TRAC's 2022 Canadian Consumer Winter Tire Study finds that outside of Quebec, where winter tires have been required since 2008, winter tire usage now stands at 63%.
Winter tire usage has gradually increased over the past five years. A similar TRAC study in 2017 found that 60% of drivers outside of Quebec were using winter tires.
Four percent of drivers said in late 2022 that this winter driving season will be their first using winter tires.
"This year's winter tire study shows clearly that Canadians place high value on the superior handling and stopping power offered by today's advanced winter tires," TRAC President and CEO Carol Hochu said.
"The fact that three-quarters of drivers using winter tires cite protecting their family as their top reason for investing in winter tires tells the story. Winter tire laws, lower auto insurance premiums and trusted advice from friends and family were other widespread reasons for investing in winter tires."
The "not-so-good news," Hochu said, is that over a third of motorists outside of Quebec still resist winter tires despite "overwhelming evidence" that dedicated winter tires are essential for safe cold-weather driving.
"Greater efforts are clearly needed to win the higher level of winter tire adoption needed to make our wintertime roadways safer."
According to the survey, the most common reasons given for not using winter tires are the belief that all-season tires are good enough (57%), cost (26%) and reduced driving in winter (25%).
Winter tire use varies throughout Canada, ranging from 54% in Manitoba to 74% in the Atlantic Provinces.
The survey also shows younger drivers (ages 18-34) are more likely to use winter tires than their older fellow citizens (ages 55 and older) by a 74% to 66% margin.
The online survey involved 1,607 Canadian drivers during Oct. 21-30. A probability sample of the same size would yield a margin of error of +/-2.4%, 19 times out of 20, TRAC said.
