Winter tires remain a priority for Canadian motorists, even as rising living costs put pressure on household budgets and influence purchasing decisions.
A new Abacus Data survey commissioned by the Tire and Rubber Association of Canada (TRAC) found that 80 per cent of Canadian drivers are equipping their vehicles with winter tires this season. The same proportion believe winter tires are more important than ever because of unpredictable winter weather.
“With winter weather becoming harder to predict across Canada, choosing the right tires for the winter season is an important part of preparing for the road ahead,” said Carol Hochu, President and CEO of TRAC, in a statement.
The survey found that 86 per cent of motorists consider winter tires an important investment despite the rising cost of living. However, 38 per cent of drivers who do not purchase them cite increased living costs as a factor.
Among winter tire users, 83 per cent said their tires have helped them avoid a collision or loss of control. Another 67 per cent identified protecting their families through improved traction, cornering and stopping power as their primary motivation for purchasing them.
Regional adoption varies, with Atlantic Canada reporting the highest usage at 86 per cent, followed by Ontario at 77 per cent, Alberta at 75 per cent, Manitoba and Saskatchewan at 74 per cent, and British Columbia at 65 per cent.
Among motorists who do not use winter tires, 64 per cent believe all-season tires are sufficient, down 11 percentage points from 2025.
The findings underline the opportunities to educate customers about winter tire performance while addressing affordability concerns through tire packages, seasonal promotions and service department consultations.
