We recently had a chance to look through a great report from the Tire and Rubber Association of Canada (TRAC) that took a close look at the way drivers feel about winter driving. Keep in mind, the fascination with large pickups and full-size SUVs is a relatively new shopping trait for Canadian buyers. Prior to the mid 2000’s, the most popular vehicles on the roads were passenger cars. Station wagons, compact cars, sedans, and minivans. With these vehicles, all season tires were the most popular buy. Marketed as being perfect for all conditions, it seemed like the financially smart choice. Like our car buying habits, our opinions on tires have changed too. According to a 2023 report by TRAC, 76% of Canadian drivers are gearing up with winter tires with use climbing across the country with significant increases in provinces like Ontario and Alberta. So, what’s behind this surge, and how can dealerships tap into this trend?
A Growing Trend, Revenue Driven by Safety
Back in 1998, only 35% of Canadians were sporting winter tires. But by 2023 we’re seeing more than double that, with 76% of drivers braving the ice and snow on specialized rubber. That’s some serious traction. So why the spike? It’s all about safety. According to the TRAC report, a whopping 83% of drivers choose winter tires to keep their families safe, while 81% believe these tires have saved them from potentially dangerous situations on the road. Canadian winters are no joke, and it seems people are taking the extra precautions to keep themselves, and their loved ones, out of the ditch.
Tires and Tight Wallets
While safety is a strong motivator, not everyone is jumping on the winter tire bandwagon. For 31% of Canadian drivers, the cost of living is putting a freeze on their winter tire purchasing plans. Even so, for those committed to winter safety, the thought of driving through one of Canada’s infamous blizzards without winter tires is enough to outweigh the pinch in their wallets. Others are still leaning on their trusty all-season tires, believing they’re “good enough.” Some don’t believe they drive in the winter often enough to justify them. But with extreme weather becoming a growing concern (76% of drivers say so), winter tire adoption is on an upward trajectory, despite a few bumps in the road.
Tire Boost – The Dealer's Opportunity
So where do dealers come in? You start before they even come through the door. Online is where almost all customers start, which is why providing tire quoting is so important. Customers can shop on your site for tire options, availability, and price. With all the data flowing directly to you, it’s as easy as picking up the rest of the sale when they come into the dealership. Be the trusted source, help with the decision, and keep your customers safe on the road. With the winter tire market steadily growing and safety becoming a priority for Canadian drivers, dealerships have an excellent opportunity to help customers navigate their options.
Tire Boost, part of the Accessible Accessories platform, streamlines the often-complicated tire-buying process. For customers already concerned about safety but hesitant because of cost or inconvenience, Tire Boost simplifies the purchase, making it easier for dealers to recommend the right tires without overwhelming customers. By providing clear, accessible options, dealerships can make sure customers feel confident in their choice.
