Winter tire usage among Canadian drivers continues to grow — reaching 72% in 2020 across the country compared to 35 per cent in 1998, according to the Tire and Rubber Association of Canada (TRAC).
Pulling data from its 2020 Canadian Consumer Winter Tire Study, TRAC’s report reveals a relatively steady growth over the years. In 2014, national usage was 58 %, then it climbed to 68% in 2016, 76% in 2018, 75% in 2019, and 72% in 2020.
In Atlantic Canada, winter tire usage increased from 73% in 2014 to 84% in 2020; in Ontario it grew from 56% to 66% over the same timeframe; and in Manitoba and Saskatchewan usage went from 39% to 60% during the same period. Alberta jumped from 45% in 2014 to 59% in 2020, and British Columbia increased from 38% to 60% during the same period. In Quebec, the tires are mandatory during the winter months.
“A past study also demonstrates that winter tire laws, public education, and financial incentives such as lower auto insurance premiums and low interest loans on winter tire purchases represent some of the main drivers when it comes to utilization of winter tires and making Canadian wintertime roadways safer,” said TRAC in reference to its 2018 Canadian Consumer Winter Tire Study.
But while there is a strong trend towards winter tire usage, TRAC said three-in-10 motorists outside Quebec still resist using these tires — some of the main reasons being: consumers consider all-season tires to be good enough, they are not driving as much, they consider the tires to be expensive, and they have no place to store them.
TRAC said advice from family and friends also represents a major driver in winter tire usage for Canadians, and that increases in winter tire usage connects directly with drivers sharing their positive experience with winter tires.
“TRAC’s statistical overview shows continuous growth in the winter tire market category,” said Barry Yutronkie, Director, TRAC. “This growth suggests increased consumer understanding of the advantages of winter tires and their place as an important part of the vehicle’s safety equipment during the harsh Canadian winter.”
For more information, stay-tuned for Canadian auto dealer’s coverage on tire changeover technology and storage in our March issue. Bott can offer dealers a sales and business opportunity as they navigate the uncertainties of the pandemic.
