2023 - Winter Tire Report

Tire and Rubber Association of Canada’s Winter Tire Report assesses public perception and the market for winter tires in Canada. This report is made available to stakeholders in the tire and automotive industries, including tire and car manufacturers, retailers, government, road safety advocacy groups, media, and consumers. 

The scope of this report applies to passenger and light truck vehicle categories only. 

TRAC reviewed and analyzed a broad range of market data and research on consumer perceptions related to winter tires in order to provide recommendations on educating Canadian motorists on safety and performance benefits of winter tires.

A survey of 1,521 Canadian drivers was completed online between October 20-22, 2023, using Leger’s online panel. A probability sample of the same size would yield a margin of error of +/-2.5%, 19 times out of 20.

*Leger is the largest Canadian-owned market research and analytics company, with more than 600 employees in eight Canadian and US offices. Leger has been working with prestigious clients since 1986. For more information: leger360.com

In 1998 only 35 per cent of Canadian drivers used winter tires. That figure has doubled in 2023. TRAC’s 2023 Canadian Consumer Winter Tire Study shows that winter tire usage had grown to 76 per cent. Excluding Quebec, where the winter tires are mandatory, 71 per cent of the Canadian drivers will use winter tires in the 2023/2024 winter season.

Eighty-one per cent of drivers who drive a car equipped with winter tires say that their winter tires have saved them from being involved in a potentially hazardous driving situation such as loss of control or a collision. This number rose to 88 per cent with younger drivers (18-34).

While there is a strong ongoing trend in utilization of winter tires, three-in-ten motorists outside Quebec still resist equipping their vehicles with winter tires. Top reasons for not owning winter tires are:

Safety is a key factor for drivers who use winter tires. Eighty-three per cent of drivers say they use winter tires to protect their family with the safety advantages of winter tires, (i.e., enhanced traction, cornering, and stopping power in cold weather). Others (17%) cite lower auto insurance premiums offered by their insurance provider as motivation to buy winter tires, and 12 per cent chose winter tires based on advice from family, friends, or a tire retailer. 

Furthermore, winter tire laws, public education, and financial incentives such as lower auto insurance premiums and low interest loans on winter tire purchases play significant part in motivating drivers to use winter tires and make Canadian wintertime roadways safer. Advice from family and friends also represents a major driver, and the increases in winter tire use link directly with drivers sharing their positive experience with winter tires.

Three-quarters of Canadian drivers (76%) expressed a heightened belief in the significance of choosing or considering winter tires due to the extreme winter weather patterns associated with Canada’s changing climate. However, three-in-ten respondents (31%) admit that rising living costs have made them less inclined to invest in winter tires, despite acknowledging the safety advantages. 

The impact of this financial constraint is particularly evident among those currently without winter tires, where 64% find themselves less likely to make the purchase. In stark contrast, only 23% of respondents with winter tires express a similar hesitation. Those who believe their winter tires have played a crucial role in avoiding serious accidents express a stronger commitment to the winter tire investment, even in the face of escalating living costs. This group sees winter tires not just as a seasonal accessory but as a fundamental safety measure.

The following findings are supported by a report from the Traffic Injury Research Foundation (TIRF; tirf.ca) citing a range of studies that show conclusively that winter tires provide superior traction, braking and cornering in all cold weather driving conditions, whether the road surface is dry, wet, icy, or snow-covered. Winter tires play a measurable role in increasing road safety and protecting drivers and traffic participants. The use of winter tires contributes to:

Canadian government agencies and road safety groups have been very receptive to the safety advantages of winter tires and continue to work toward increased awareness and driver education in this segment and continue to encourage increased winter tire usage nationwide by providing education, leadership, and guidance. TRAC’s ongoing research into usage of winter tires continues to demonstrate that:

TRAC’s role focuses on educating government leaders, interest groups, stakeholders and the public about the safety and performance benefits of winter tires; and has been participating in:

Most provinces and territories provide drivers with traveler information services. The 511 road conditions service is available in Newfoundland and Labrador, New Brunswick, Nova Scotia, Prince Edward Island, Quebec, Ontario, Manitoba, Alberta and Yukon. In Saskatchewan, the number is 1-888-335-7623 (toll-free in Canada), in British Columbia it’s 1-800-550-4997 (toll-free in North America), and in Northwest Territories it’s 1-800- 661-0750.

Canadians have many choices when it comes to winter tires. Individual driving habits and skillset, as well as vehicle type, road conditions, and local weather patterns play an important role when it comes to choosing the right winter tire. TRAC encourages drivers to research the tire option that is right for their individual needs: speak with local tire dealer or repair facility and make the decision according to your individual driving needs. Additional information and resources about the safety, performance characteristics, and the list of dedicated winter tires offered by TRAC members for the 2023 winter season can be found here.