TRAC launches initiative aimed at motorists’ concerns, wallets and safety
To increase awareness of proper tire maintenance and the fuel savings low rolling resistance tires can bring to Canadian motorists, the Tire and Rubber Association of Canada (TRAC) held Be Tire Smart Week between May 15-21.
A new national survey conducted by Leger on behalf of tire makers found that 88 per cent of motorists in Ontario believe fuel efficiency is a driver’s moral obligation. The survey also found that 70 per cent of respondents are unaware about how low rolling resistance tires can save them money and prevent wasted fuel consumption.
“At today’s prices, wasted fuel consumption will cost canadian motorists $500 million,” says Michal Majernik, Senior Manager, Corporate Communications and Marketing at TRAC. “This calculation is based on an average of $1 per litre — which isn’t necessarily true anymore — and will release 1.2 million tonnes of carbon dioxide into the atmosphere.”
Majernik says that low rolling resistance tires can improve fuel efficiency by a range of two to four per cent. Motorists who drive 25,000 km per year can save between $50—$100 annually by using these tires.
With such a high percentage of Canadians who don’t know about these tires, dealers have an opportunity to “get in front of the story” Majernik says.
“Getting this message in front of the customer at the point of sale may be something that increases sales, because people feel they are being taken care of,” he says.
Low rolling resistance tires help save fuel through their design that incorporates special tread patterns, rubber compounds that minimize movement within the tire, materials that lower overall tire weight which improve aerodynamics and increase rigidity, explained Majernik.
TRAC has launched two websites, fuelsavingtires.ca and betiresmart.ca where motorists can find a full list of low rolling resistance tires and access the ‘Get Fuel Fit Guide’ for additional tips on how to save fuel.
The organization says its research shows that on a given day in this country, 21 million vehicles typically have at least one underinflated tire by more than 10 per cent.
“What’s more disturbing, is that one in 10 drivers has at least one tire underinflated by 20 per cent or more, which then becomes an issue of safety,” Majernik explains.
Only 30 per cent of drivers in Canada measure their tire pressure monthly or more frequently than that, he said.
The survey found that 77 per cent of motorists indicated they were likely to buy a set of low rolling resistance tires once they found out about the savings associated with these tires.
In 2016, 69 per cent expressed interest in purchasing a set of these tires.
