New shipment data from the Tire and Rubber Association of Canada (TRAC) suggests tire retailers are gearing up for increased consumer demand for winter tires. These shipment increases are due in part to measures by government, industry and stakeholders to educate drivers about the superior traction and stopping distance of winter tires.
The data is part of a comprehensive new Winter Tire Report released by TRAC to support consumer education efforts by government and industry stakeholders. The report details the latest winter tire shipment, market, usage and test data, along with recommendations to increase winter road safety and build awareness of the benefits of winter tires.
In particular, TRAC reports there has been significant growth in winter tire shipments to dealers, with a 35 percent increase in Manitoba, a 25 percent increase in Ontario, and a 14 percent increase in the Atlantic provinces.
There are many reasons why tire dealers are ramping up for increased consumer demand for winter tires, but it is no coincidence that it is the provinces with leading government programs that are showing the largest increases in winter tire shipments.
A 2014 survey conducted by Leger for TRAC, shows that outside of Quebec, where winter tires are the law, only half of Canadian motorists use winter tires. The survey found cost to be a primary deterrent. However, financial incentives offered by government and industry, are proving effective at making winter tires more feasible for many drivers.
“For the safest and very best winter driving experience, we recommend that motorists use winter tires,” says Carolyn Goard, communications manager of TRAC. “Government initiatives are working and that’s leading to growing demand and making our roadways safer. As an industry, we will continue to do our part to educate drivers about the importance of using winter tires.”
Other highlights of the report include:
The full 2015 TRAC Winter Tire Report, along with other winter tires resources, can be viewed by visiting news.tracanada.ca/winter-tires
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