Canadians have a deep appreciation for the value of winter tires, even when they haven’t actually made the investment.
The latest research from the Tire and Rubber Association of Canada, the “Winter Tires Omni Report” reveals that the long-standing campaign to communicate the benefits of using winter tires continues to deliver a growing penetration, but there’s more to the
story.
“We run our winter study every year,” says Michal Majernik, Head of Communications for the Tire and Rubber Association of Canada. “It’s basically for the tire industry to gauge Canadian’s interest in the winter tires, and also the adoption of winter tires and
what the industry should be doing when it comes to promoting winter tires.
“We are a northern country. We are a cold country, and winter ties are simply the smart choice here.”
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