As Canadians prepare for winter, a new study reveals that one in three are contemplating forgoing winter tires due to the ongoing cost of living crisis gripping the country.
The Canadian Consumer Winter Tire Study, conducted by Leger and commissioned by the Tire and Rubber Association of Canada (TRAC), shows that while a significant majority of Canadians recognize the importance of winter tires for snowy and icy roads, 31 percent cite financial constraints as a barrier to making this essential purchase.
Despite these financial challenges, 85 percent of respondents still view winter tires as a vital investment, creating a dilemma for many individuals weighing the decision.
Michal Majernik, manager of communications with TRA Canada, noted that Canadians are mindful of the safety advantages of winter tires on Canadian roads, particularly in severe winter weather conditions. However, the rising cost of living adds complexity to this decision-making process.
The study underscores the benefits of winter tires, with 81 percent of Canadians who use them reporting that they have saved them from accidents or losing control of their vehicles on snowy or slippery roads.
Recent polling conducted by Ipsos Public Affairs for Global News revealed that Canadians are scaling back various expenditures, including holiday gifts and travel, due to the cost of living crisis. Rising inflation and interest rates have significantly impacted holiday budgets for nearly 80 percent of respondents. Another 77 percent indicated that they do not plan to travel during the holiday period, with inflation being the primary factor influencing their decision.
Statistics Canada also reported that one in three Canadians face financial difficulties, especially in covering essential expenses such as transportation, housing, food, and clothing. Renters, in particular, are more likely to experience financial challenges compared to homeowners.
While winter tires are crucial for safety, Kristine D’Arbelles, senior director of public affairs at the Canadian Automobile Association, acknowledged that not everyone can afford them. She recommended alternative safety measures, such as maintaining a greater following distance and not solely relying on GPS for travel time estimates.
D’Arbelles also emphasized the importance of adhering to speed limits during winter conditions, as these limits are typically set for ideal temperatures and not snow or ice. Adjusting speed according to road conditions can contribute to safer winter driving.
The adoption of winter tires varies across regions in Canada, with Quebec having the highest usage rate due to legal requirements. Atlantic Canada, B.C., and Alberta also boast high usage rates, while Ontario, Manitoba, and Saskatchewan have slightly lower adoption rates. The study did not include data from the territories.
When asked why they use winter tires, 83 percent of Canadians cited family safety as the primary reason, while 34 percent mentioned mandatory requirements as a factor. The decision to purchase winter tires ultimately varies among households, with some perceiving them as a necessity for safety, while others may view them as a discretionary expense, opting for alternative risk mitigation strategies in the face of financial challenges.