CAMBRIDGE, Ontario — The rising cost of living is making big purchases difficult in Canada, but a new survey reveals that despite the economy, 85% of Canadian drivers say winter tires are an important investment.
The results were part of the Tire and Rubber Association of Canada's (TRAC) 2023 Canadian Consumer Winter tire Study, which was conducted by North American marketing firm Leger Marketing Inc. and commissioned by TRAC.
The survey found that more than three-fourths of respondents (76%) said they believe extreme winter-weather events related to climate change have made winter tires more important than ever.
Nearly one in three Canadians (31%) said they are less likely to buy winter tires because of the high cost of living.
TRAC's winter tire study found that outside Quebec, where winter tires are mandated, winter tire usage stands at 71%.
TRAC CEO and President Carol Hochu said the study indicates that Canadian drivers are recognizing the changing weather patterns brought about by climate change
"The prospect of more extreme winter weather has clearly given drivers a deeper appreciation of the superior grip and stopping power offered by winter tires," Hochu said. "While cost-of-living worries are concerning, they are not expected to reduce winter tire use. Belief in the safety benefits of winter tires is too deeply ingrained."
With 28% of drivers still not using winter tires, Hochu said "consumer education must be an ongoing priority to bring about the higher level of winter tire adoption needed to make our wintertime roadways safer,"