Manufacturers and distributors are ready for the winter tire season ahead. Are you?

In a few weeks, as Canadians swap out their flip-flops and t-shirts for warmer footwear and sweaters, they’re sure to be thinking about swapping out their summer or all-season tires for a set that will get them through the winter season ahead.

Although a change of seasons is guaranteed, it’s difficult to tell what the coming winter tire season will be like for retailers. Will winter tires be in demand? Will tariffs—both present and future—impact prices? Will consumers be looking for bargains this year, more than ever? And how should tire retailers prepare?

While there’s no way to foretell the future, industry insiders have a few insights to share. According to Ugo Desgreniers, Product Strategy Director at Stox, tariffs shouldn’t be a big issue for us here in Canada.

“Since winter tires are produced in very small quantities in the United States, the price increases expected this coming fall remain within historical norms,” Desgreniers says. “As a result, consumers will be less impacted when purchasing winter tires compared to non-winter tires (a segment that has seen more significant price increases throughout 2025).”

Diana Colosimo, Brand Development Manager at Yokohama Tire Canada echoes the same sentiment. “None of our winter tires come from the U.S.,” she says. “They’re actually made in Asia, so they’re not impacted by any tariffs with the United States.”

While that’s good news indeed, Desgreniers warns that other headwinds could impact winter tire sales. “Since the beginning of the year, we’ve observed several changes directly linked to the current economic situation,” he explains. “There’s been a noticeable shift toward more affordable products, particularly in the premium segment (Tier 1), where consumers have increasingly turned to the intermediate category (Tier 2). This is clearly due to some consumers being unable to afford premium products.”

That said, Desgreniers explains that consumers who currently drive on premium winter tires are expected to continue to do so. “We should therefore see fewer shifts toward lower-cost products—unlike what was observed this past spring in the non-winter segment,” he says.

Proactive and ready

Whatever consumers decide to do, the industry seems to be ready with an ample supply of winter tires in stock and ready to ship to local retailers. “We recognize the various challenges currently impacting the industry, including tariffs, inflation, economic pressures, and supply chain disruptions,” says David Pulla, President, Dynamic Tire. “While these factors can create uncertainties, we have proactively managed our supply chain and inventory planning to mitigate their effects. Our comprehensive approach aims to ensure that tire retailers experience minimal disruptions during the upcoming changeover season, maintaining a steady supply of the products they need.”

While that’s certainly reassuring, James McIntyre, SVP Sales Canada/Product Development North America at Sailun Tire Americas advises retailer to plan well ahead.

“We’re seeing a cautious but proactive mindset forming among tire retailers,” says McIntyre. “Tariffs and inflation have increased landed costs, especially for some of the higher national brands. Meanwhile, supply chain volatility has made it harder to plan long lead time inventory. For the changeover season, retailers should expect tighter product availability. The Canadian market is resilient, but there’s more pressure to forecast earlier, and lock in allocation ahead of time.”

He admits, however, that most Canadian retailers, “are good at ordering and getting their winter inventory in early to make sure there are no issues. However, I think people should also look at their fast-moving SKU’s in their all-season and all-weather lineup, as a change in tariffs for some manufacturers could mean unforeseen changes that could affect supply and/or pricing.”

Dynamic Tire’s Pulla offers the following advice: “We recommend a balanced approach. While it’s wise for tire retailers to stock up on high-demand sizes in advance, especially those that are seasonally critical, maintaining some flexibility by ordering as needed can also be advantageous. Planning ahead allows for better inventory management and ensures availability without overstocking. Our team is here to support retailers in making informed decisions tailored to their specific needs.”

Planning ahead also means factoring in climate change, which seems to delay the onset of cold weather in some parts of Canada. That’s why Yokohama Tire Canada has modified their winter tire rebate program.

“Normally, our rebate program starts on September 15 and runs through November 15th,” Colosimo explains. “But we’ve pushed that by a couple of weeks, and now it starts on October first.”

Price hikes

While we’re all concerned about inflation and price hikes, the good news (at least for now) is that prices for winter tires should remain steady until the end of the upcoming season.

“I think the worst is behind us,” says Colosimo. “We use proactive forecasting, which allows us to anticipate demand and pricing. For now, things look steady, but you never know what the future holds.”

Dynamic Tire’s Pulla says that price fluctuations are always a consideration, given current economic factors. “However,” he adds, “we believe that the most significant increases have already occurred, and we are not expecting substantial further hikes in the immediate future. Our commitment is to provide consistent pricing and value to our customers, despite external pressures.”

Sailun’s James McIntyre echoes this sentiment. “Retailers should expect prices to remain firm through the winter season, particularly for winter SKUs, where the cost to manufacture and ship continues to climb. The worst may be behind us in terms of volatility, but downward pricing pressure is unlikely in the short term,” he says.

McIntyre adds the following caveat: “While the steep increases of the past 18–24 months have moderated, we’re still seeing modest, targeted hikes. These are often tied to raw material costs, transportation, or currency fluctuations.”

Ugo Desgreniers from Stox concludes with these reassuring words: “No significant price changes are expected between now and the end of 2025. Manufacturers typically adjust prices only after the fall/winter season has ended (usually around March–April). Canadian counter tariffs affect only a small portion of winter products manufactured in the United States, which is why pricing in this segment remains much more stable.”