Nearly three quarters of Canadian motorists (73 per cent) believe extreme winter weather events related to Canada’s changing climate have made winter tires more important than ever, though economics are giving some drivers pause.

This according to a new Leger survey commissioned by the Tire and Rubber Association of Canada (TRAC).

The survey finds that winter tire usage in Canada now stands at 78 per cent – a 10 point increase from 2016 (68 per cent). Outside Quebec, where winter tires are mandatory by law, winter tire usage reached 73 per cent. 

While winter tire usage continues to grow, the survey also reveals that current financial pressures are causing some drivers to doubt an investment in winter tires. Just under one in three (30 per cent) say they are now less likely to buy winter tires because of high living costs. However, the study also finds that 83 per cent of drivers believe winter tires are an important investment despite the rising cost of living.  

“When it comes to climate change, there’s no doubt that changing weather patterns are a serious concern for Canadian drivers,” says 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. Despite the cost of living increase, they know winter tires are critical in navigating unpredictability on winter roads, and 79 per cent believe using winter tires saved them from being involved in a potentially hazardous driving situation.” 

Regional findings: 

• 68 per cent of British Columbia drivers use winter tires 
• Alberta’s usage rate is 69 per cent 
• In Manitoba and Saskatchewan usage stands at 69 per cent 
• 74 per cent of Ontario drivers now use winter tires 
• In Atlantic Canada winter tire usage stands at 85 per cent 

Protecting the safety of their family is the most common reason for using winter tires (79 per cent) while a third (36 per cent) cite winter tires being mandatory in their province.

Other common reasons for investing in winter tires are lower insurance premiums (20 per cent), trusted advice from family and friends (16 per cent), and advice from retailers (8 per cent).  

The most common reasons for not using winter tires are the belief that all-season tires are good enough (62 per cent), cost (27 per cent), and reduced driving in winter (23 per cent). 

“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,” adds Hochu.