Benoit Sarrazin is the owner of a garage that specializes in tire sales located in the heart of the pothole region.

The co-owner of Pneus Premier Choix, north of Montreal, is on a mission to help his customers overcome the worst roads in North America. This unflattering label is not the result of Nokian Tyres’ own evaluation; rather, it is an award given twice by drivers in a vote organized by the winter tire inventor.

“It’s unbelievable,” says Sarrazin of the poor condition of Quebec’s roads at this time of year. “The water that falls on the roads during the day and the frost that occurs at night, it creates a lot of potholes on our roads in Quebec,” he adds.

Sarrazin and his colleagues have become experts at helping drivers avoid making dangerous mistakes – both on the road and in the tire store – as customers try to protect themselves from potholes and road hazards during the spring tire change season.

“The most important thing is to always pay attention on the road,” says Sarrazin. Secondly, it is always a good idea to buy tires that come with protection. Customers will always be happy to know that their [dans les pneus] investment is protected.”

Tires that protect drivers in Quebec and elsewhere

Nokian Tyres’ Pothole Protection Program is one of the benefits that Sarrazin likes to promote to his customers. The inventor of the winter tire infuses all-season tires, such as the Nokian Tyres One touring tire and the Nokian Tyres Outpost all-terrain tire, with durable aramid fibers that help the tires resist damage. Aramid is the same fiber used in bulletproof vests. If a tire is irreparably damaged after hitting a pothole or road obstacle, Nokian Tyres offers to replace it free of charge.

“The use of aramid in the construction of the tire is a great point,” Sarrazin says of his sales message to car drivers. “We can explain to customers that the tire is much stronger and will protect them. Customers want to have warranties on their tires, and a pothole warranty is important, because we get a lot of potholes this time of year.”

The pothole protection guarantee is part of a larger safety message that Sarrazin is sending to customers who may know Nokian Tyres as a winter tire company, but are not familiar with its all-season products.

“We always convince them with the safety and comfort aspects of the products,” adds Sarrazin, “and with the good water evacuation offered by Nokian Tyres One and Nokian Tyres Outpost, not to mention their good handling on dry and wet roads.”

“Customers have confidence in their Nokian Tyres all-season tires.”