In the U.S., myths and lack of education attribute to lower winter tire adoption than in other regions. In fact, despite the population of the U.S. equaling nearly nine times that of Canada, the winter tire market in the United States is roughly the same size as the winter tire market in Canada.
“We really need to put a big focus on educating both the dealers and drivers in terms of the benefits of tires, winter tires, to help grow the category more,” shared Bridgestone Product Manager Justin Hayes. “While all-season tires are designed to perform in all seasons and all different conditions, winter tires are optimized for performance in wintry conditions, both from a snow and ice as well as a temperature perspective. “
Mild winters have also hindered consumers’ winter tire demands.
So what are some of the biggest winter tire myths and areas where consumers need to be educated?
Myth 1: All-season tires are “good enough.”
“Using all-season tires year round can create traction problems in areas that frequently have snow- or ice-covered roads and have near or sub-freezing temperatures for long stretches,” says Bob Abram, Yokohama Tire Corp.’s product planning manager of consumer tires.
Steve Bourassa, director of products and pricing at Nokian Tyres, agrees.
“Most all-season tires are actually designed to perform best in temperatures above 40 degrees Fahrenheit which translates to spring, summer and fall in most of North America. Winter tires are the best option in areas that experience snowy, slippery conditions,” he says.
A new offering in the industry, and a new compromise between all-season and winter tires, are all-weather tires. These tires are marketed as all-season tires with advanced winter capabilities.
Myth 2: I have AWD/4WD, so I don’t need winter tires.
“AWD or 4WD can be beneficial for getting your vehicle in motion, but it’s not beneficial when trying to turn or stop, which is arguably a tire’s most important function,” shares Yokohama’s Abram.
Myth 3: You only need winter tires on the drive axle.
“Driving a vehicle with winter tires only on the drive axle is dangerous, as the front and the rear of the vehicle will have dramatically different traction capabilities making the vehicle much more difficult to control,” Abram says.
In order to sell the importance of winter tires, dealers should ask customers about his or her past experience driving in wintery conditions. Some examples of questions to ask include: were the tires getting good traction or slipping; and was the steering responsive?
“Once a dealer knows what sort of issues their customers are dealing with on snowy and icy roads, they can explain the benefits of fitting the vehicle with winter tires,” Bourassa says.
Dealers looking for more information to educate their customers about winter tires can visit different tire manufacturer websites.
