Nearly half of younger Canadian vehicle owners have delayed replacing tires when needed, highlighting a generational gap in vehicle maintenance that could present an opportunity for dealerships to strengthen customer education.
A new survey commissioned by Hankook Tire Canada found that 47 per cent of vehicle owners aged 18 to 34 who had faced a tire replacement decision reported delaying replacement, compared with 35 per cent of those aged 35 to 54 and just 15 per cent of those aged 55 and older.
The research also revealed differences in confidence. While 82 per cent of Canadian vehicle owners overall said they knew when their tires should be replaced, only 66 per cent of younger respondents expressed the same confidence, compared with 88 per cent of older vehicle owners.
The gap was wider among those who described themselves as very confident, at 21 per cent for younger respondents versus 52 per cent for those aged 55 and older.
Professional inspections showed a similar pattern. Only 44 per cent of vehicle owners aged 18 to 34 reported having their tires inspected by a tire professional at least annually, compared with 76 per cent of those aged 55 and older.
When assessing tire condition, Canadians most frequently cited tread depth (81 per cent), visible damage such as cracks or bulges (67 per cent), and uneven tread wear (59 per cent). Tire age was considered by 55 per cent of respondents.
The findings also suggest younger consumers may seek maintenance advice through different channels, with 26 per cent saying they would use online searches or social media to answer questions about winter tire safety.
The survey was conducted Aug. 12-17, 2026, among 1,522 Canadian adults through the Angus Reid Forum.
