A new Probe Research survey commissioned by the Tire and Rubber Association of Canada (TRAC) shows rising consumer reliance on winter tires—an important indicator for service shops as winter-related safety concerns continue to grow.

According to the study, 76% of Canadian motorists believe extreme winter weather linked to climate change has made winter tires more essential than ever, and 84% say winter tires have personally helped them avoid a crash or loss of control.

For the automotive service sector, the data points to continued strong demand for winter tire installations, seasonal changeovers, and safety inspections. With winter weather becoming more unpredictable—especially freeze-thaw cycles and flash storms—shops should expect continued emphasis on traction and stability benefits when communicating with customers.

National winter tire usage has reached 80%, up two points from last year and up 12 points over the last decade. TRAC President and CEO Carol Hochu says the message from drivers is clear: “Most drivers who use winter tires tell us their winter tires have helped them avoid dangerous situations… Even with rising living costs, more drivers recognize their value.”

Still, economic pressures are affecting buying decisions.

One in three drivers (32%) now say cost may keep them from buying winter tires, even though 81% still view them as a worthwhile safety investment. For service providers, this reinforces the importance of transparent pricing, bundled offerings, financing options, and communicating long-term value.

Why Drivers Choose — or Skip — Winter Tires

Safety remains the strongest motivator:

• 70% use winter tires to protect their families
• 33% cite provincial mandates
• 24% point to insurance savings

Meanwhile, the biggest barrier continues to be the mistaken belief that all-season tires are “good enough”—a view shared by 75% of drivers who skip winter tires. Cost (25%) and reduced winter driving (24%) also affect adoption.

“Three-quarters of drivers opting out of winter tires believe all-season tires can handle winter conditions,” Hochu says. “The reality is that winter tires give drivers a clear safety advantage.”

This gap in understanding highlights an opportunity for shops to continue customer education—particularly around temperature performance, stopping distances, and tread compound differences.

Regional Usage Snapshot

Winter tire adoption varies widely across the country:

• Atlantic Canada: 95%
• Ontario: 77%
• Manitoba/Saskatchewan: 70%
• Alberta: 70%
• British Columbia: 64%

For jobbers and retailers, these numbers help forecast inventory needs and regional stocking strategies.

Choosing the Right Tire: 3PMS Matters

TRAC continues to recommend that shops and consumers rely on tires displaying the Three-Peak Mountain Snowflake (3PMS) symbol, which verifies that a tire meets Transport Canada’s minimum snow-traction requirements. While 3PMS all-season tires offer better winter performance than regular all-seasons, dedicated winter tires remain the best-performing option for Canadian conditions.

Winter Tire Cost Calculator for Customer Conversations

TRAC’s online Winter Tire Cost Calculator remains a useful tool for retailers and service advisors when explaining long-term value. It compares the cost of running a single tire set year-round versus investing in dedicated winter tires—information that can help overcome cost hesitations.

Survey Methodology

The data comes from an online survey of 1,069 Canadian drivers, conducted October 6–11, 2025. A probability sample of this size carries a margin of error of ±3.1%, 19 times out of 20.