Why choosing the right tires makes all the difference.

The Tire and Rubber Association of Canada (TRAC) recently published the results of a national survey, which shows that over, “three quarters of Canadian motorists (76%) believe extreme winter weather events related to Canada’s changing climate have made winter tires more important than ever.”

The survey also revealed that the vast majority of Canadians are sold on the benefits of winter tires. In fact, 84% admit that driving a vehicle equipped with winter tires has already saved them from either an accident or from losing control of their vehicle.

Many of us in the tire industry have been preaching about the benefits of winter tires for years, and it seems that the message is getting through, loud and clear. That’s why winter tire usage is high across the country, and why it continues to grow. TRAC reports that across Canada, winter tire usage now stands at 80%, which represents a 2% increase over last year, and a 12% increase over the last decade.

The high price of safety

TRAC’s survey also revealed that while 81% of drivers believe winter tires are an important investment, 32% say they are currently less likely to buy winter tires, simply because of the rising cost of living. In other words, while winter tires are important, they’re also come at a cost that some Canadian consumers simply can’t afford.

That’s where online retailers, like Tires and Co can make a difference. What started off in France, is now having an impact with consumers on a more global scale. On their website, they explain their mission in simple terms: “Our niche is to offer customers tires at discount prices.”

While they sell and ship well-known tire brands, they also offer many value-tier brands, which can mean the difference between owning a set of winter tires, or trying to get by with a set of all-season tires, especially for the 32% of Canadians mentioned above.

Working with online retailers

If you think back a few years to when online retailers first started selling tires to consumers, you’ll remember how upsetting that was to traditional tire retailers who had a bricks-and-mortar footprint. Fast-forward to 2026, and our industry seems to have come to terms with this new reality. In fact, many traditional retailers realize that there’s room for both online and bricks-and-mortar retailers in the market.

The good news is that online retailers offer bricks-and-mortar retailers a new business opportunity: Consumers may buy their tires online, but they still need a shop that can install and balance them. Shops that are willing to cater to the needs of this demographic can continue to keep their bays full, and tire techs busy.

Moreover, there’s an opportunity here to build relationships with these new customers, which in turn could lead to even more business in the future. Keep in mind that these online shoppers may be able to buy their tires online, but they can’t get an alignment, a brake job, or any other vehicle service online. So if you treat these customers well, they may come back to your shop for their vehicle maintenance needs in the future.

The right tires

While some consumers may be perfectly capable of deciding which tire brands and which tire sizes are most suitable for their vehicles, others may need professional advice. This too is an area where bricks-and-mortar tire retailers can make a difference.

The bottom line is that not all winter tires are the same. What’s right for one person’s pick-up truck is not right for another persons sports sedan. And what might be ideal in northern Quebec, may be overkill in southern B.C..

Before making a final buying decision, consumers need to consider their local climate, their personal driving habits, their budget, as well as their likes and dislikes—a winter tire might offer incredible grip on ice and snow, but if it’s too noisy on dry pavement, that may be a deal-breaker for some.

As the TRAC survey makes clear, drivers understand the value of winter tires—but affordability and informed decision-making are key to maintaining that momentum. By combining competitive pricing with professional guidance and service, our industry can ensure that more Canadians have access to the right winter tires for their vehicles, their budgets, and their unique driving conditions.

When it comes to winter driving in Canada, the right tires don’t just make a difference—they make all the difference.