Canadians are gearing up for winter earlier and more often, and they’re increasingly turning to trusted retailers and online platforms to do it.
DesRosiers Automotive Consultants (DAC) released its latest Light Vehicle Study, a national survey of 4,500 vehicle owners that tracks maintenance habits across key product categories, including tires. The study showed a steady rise in winter tire purchases since 2015, with post-pandemic years seeing particularly strong growth.
Quebec, where winter tires are mandatory, led the country in 2024 with a 41.6 per cent replacement rate. British Columbia, with its milder climate, posted the lowest rate at 20.3 per cent. Owners of older vehicles, those 13 years or older, were the least likely to buy winter tires, with just 27.6 per cent reporting a purchase.
Most Canadians buy their winter tires in October (21.9 per cent), with November close behind at 19.9 per cent. Canadian Tire remains the top destination for winter tire purchases, chosen by 27.3 per cent of respondents. Independent repair shops followed at 15.4 per cent, while online purchases have grown steadily since 2021, reaching 15.3 per cent in 2024.
When asked why they chose a particular outlet, trust was the leading factor at 26.2 per cent, followed by price at 23.9 per cent. Convenience of location was cited by just 8.6 per cent of respondents.
“The automotive aftermarket has remained strong throughout the tumultuous past few years,” said Andrew King, managing partner at DesRosiers. “Understanding consumer maintenance behaviour in detail is critical to all players in the industry, from vehicle companies to major retailers to independent garages.”
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