Canadians believe winter tires worth the investment

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,"

A total of 81% say driving a vehicle equipped with winter tires has saved them from an accident or loss of control. This percentage is even higher among young drivers, ages 18-34: 88% said that has occurred.

Why do consumers use winter tires?

The survey found that 83% of respondents said protecting the safety of their family is the most common reason, while 34% cite winter tires' being mandatory in their province.

Other reasons for investing in winter tires are lower insurance premiums (17%) and trusted advice from family and friends (12%).

Why don't some consumer use winter tires?

The most common reasons is the belief that all-season tires are good enough (63%), while others cite cost (26%) and reduced driving in winter (24%).

Winter tire usage by province are: British Columbia and Alberta, 73%; Manitoba and Saskatchewan, 64%; Ontario 67%; and the Atlantic Provinces, 94%.

Drivers have three tire choices for winter driving: all-season tires; all-season tires with the industry's 3 Peak Mountain Snowflake (3PMS) symbol; and dedicated winter tires designed exclusively for winter.

TRAC said that selecting the right tire can mean the difference between a sure winter motoring experience and a nervous drive.

TRAC meanwhile recommends winter tire consumers at least purchase tires with the 3PMS symbol, which indicates the tire meets or exceeds Transport Canada's minimum snow traction threshold.

The organization said that driving on all-season tires in winter results in longer stopping distances and compromised handling when temperatures fall below 7 degrees C/45 degrees F.

All-season tires with 3PMS, designed for occasional, light-to-medium snowfalls, offer moderately better traction than other all-season tires. However, they may not provide the grip needed for severe winter driving conditions common on Canadian roads, TRAC said.

Dedicated winter tires are made with softer tread compounds that retain their elasticity even in extremely cold temperatures. They provide superior traction, TRAC said, and offer significantly shorter stopping distances in all winter driving conditions from icy, slushy, and snow-covered roads to cold, dry pavement.

TRAC said dedicated winter tires are the best performers and by far the safest choice.

The survey of 1,521 Canadian drivers was completed online between Oct. 20-22, using Leger's online panel.