A new survey conducted by Leger and commissioned by the Tire and Rubber Association of Canada (TRAC) found that nearly three-quarters of Canadian motorists (73%) believe extreme winter weather, driven by climate change, has made winter tires more essential than ever.
The survey, which polled 1,606 drivers between October 18-21, 2024, found that winter tire usage in Canada has increased to 78%, a 10-point rise from 2016. Outside of Quebec, where winter tires are mandated by law, 73% of drivers reported using winter tires.
Despite the growing recognition of winter tires’ importance, financial pressures are affecting consumers’ tire purchasing decisions. Just under one-third (30%) of respondents indicated they are less likely to invest in winter tires due to the high cost of living. However, the majority, 83%, still consider winter tires a critical investment for safety, and 79% of drivers affirm that their winter tires have helped them avoid hazardous situations on the road.
“When it comes to climate change, there’s no doubt that changing weather patterns are a serious concern for Canadian drivers,” said Carol Hochu, president and CEO of TRAC. “We all see the impact of climate change and the increasing frequency of sudden and severe winter weather events. The good news is that the number of drivers investing in winter tires climbed over the last decade and they are better prepared for winter motoring.”
For many Canadians, the primary motivation for purchasing winter tires is safety, with 79% citing the protection of their family as the leading reason. Other factors include provincial regulations (36%), lower insurance premiums (20%), and trusted advice from family and retailers (16% and 8%, respectively).
However, despite the clear safety benefits, some drivers remain hesitant to make the switch. A significant number (62%) of non-users believe all-season tires are adequate for winter conditions, while 27% cite cost as a barrier. Additionally, 23% reported reduced winter driving as a reason for not using winter tires.
Regional data highlighted varying adoption rates across the country. Winter tire usage in British Columbia stands at 68%, while Alberta and the Prairie provinces (Manitoba and Saskatchewan) see usage at 69%. Ontario reported a usage rate of 74%, and Atlantic Canada has the highest rate at 85%.
TRAC advocates for wider adoption. Hochu noted that educating consumers is essential for further improving road safety. “As one in five drivers still opts out of using winter tires, educating consumers remains essential, and greater adoption of winter tires is crucial for making our roads safer for everyone,” she said.
To help consumers, TRAC offers resources such as its Winter Tire Cost Calculator, which allows drivers to compare the costs of equipping a vehicle with winter tires.
The survey was conducted online using Leger’s panel, with a margin of error of +/- 2.4% at a 95% confidence level.
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