The most popular winter tires of 2021

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In British Columbia, more of the mature population is likely to run a studded winter tire. In Manitoba, more pickup truck drivers are running a dedicated winter tire than ever. In Ontario and Quebec, Tesla owners seem to have identified a few winter tire favourites for their machines, and across the country, most w inter tire shoppers are becoming less brand-loyal and increasingly likely to seek out higher-end winter tire options.

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I recently asked owners and staff of ten OK tire stores from coast to coast to identify the most popular winter tires among their customers this year, and to identify emerging trends they’re noticing among shoppers. Below, let’s t ake a province-by-province look at some of Canada’s best-selling winter tires in 2021, and some of the trends behind their popularity. 

Prince George, British Columbia

Trisha Andrews, from OK Tire Prince George kicks off our list. She says that Toyo winter tires have become popular with her customers this year, partly as fewer customers are requesting the most economical winter tires, and instead gravitating towards premium rubber instead.

Despite a general decline in studded tire sales over the past few years, Andrews says that her customers’ first taste of winter in Prince George this year was an ice storm, which prompted a 50 per cent take rate for studded tires in the days that followed. Andrews says that studded tires are the most popular with the mature population, with most of the rest of her customers preferring a quality snow and ice radial. 

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In this part of Canada, more shoppers are switching away from lesser all-season mud and snow-rated tires in favour of a full winter, and there’s been an uptick in shoppers running dedicated rim and tire packages, saving their OEM wheels for summer use only.

Andrews is running Toyo WLT1’s and Toyo GSi6’s on her personal vehicles.

Swan River, Manitoba

Tyrel Williamson says customers at his store in Swan River, Manitoba are most commonly requesting Gislaved Nordfrost 200 Tires, followed by Bridgestone DM-V2 and Toyo GSi6. Williamson personally runs Toyo WLT-1 tires on his truck, and his wife’s SUV is wearing a set of Bridgestone DM-V2’s.

Williamson also reports that more of his pickup truck customers are choosing to run a dedicated winter tire, with about 50 per cent choosing to go studded. As you read on, you’ll notice this trend popping up across the country, as more and more pickup truck drivers realize the benefits of riding a set of dedicated winter tires.

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Owen Sound, Ontario

Dave Booy is the owner of OK Tire Owen Sound, in Ontario. His customers’ top three winter tire choices this year are the tried-and-true Bridgestone Blizzak, and Gislaved Nordfrost 200. This year, Booy says more customers are requesting the Cooper Evolution winter tire as well, because of its competitive pricing.

Booy is running Bridgestone Blizzaks on his vehicle, and his son’s Genesis Coupe wears a set of Toyo Observe GSi6’s.

Note that Ontarian drivers may only equip studded tires if their home address falls above a set northern boundary just shy of Parry Sound.

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Kingston, Ontario

Erik Fielding is the owner of OK Tire Kingston Ontario. This winter, his customers are most commonly requesting Blizzak WS90, Blizzak DMV2, Continental VikingContact7, Firestone Winterforce2, and all 3 versions of the Toyo Observe GSi6.

It’s Bridgestone Blizzaks and Toyo Observe GSi6 tires on his personal vehicles this winter, and Fielding says he’s noticed some new trends among his customers this winter as well. For instance, more customers in Kingston are choosing alloy wheels instead of steel rims for their winter tires, and Tesla drivers seem to be strongly favouring the Toyo Observe GSi6 HP, or Continental VikingContact7 tires for their cars. 

Laval, Quebec

Aline Albert of OK Pneus Laval says that the most popular winter tire brands among customers this season have been Bridgestone, Toyo, and Nokian, and that more customers are looking for inexpensive tires because they’re driving less. About 98 per cent of customers in this part of Canada choose studless tires, with most of the limited demand for studded tires being on SUV models. 

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Albert is noticing two new trends this year as well. First, an increase in customers driving high-end cars and SUV’s; and second, more companies that run fleets of trucks choosing an all-weather tire that’s certified for winter use.

St. Hyacinthe, Quebec

Luc Poisson is the owner of OK Pneus in St-Hyacinthe Quebec, where Toyo, Gislaved, Bridgestone, and Blackhawk winter tires are the big sellers this winter. On his own vehicle, Poisson runs Toyo GSi6 and Gislaved tires. 

Studded tire use is low in this part of the country, located on the South shore of Montreal. Still, Poisson says he does sell studded tires for specific use cases — for instance, to customers with cottages in the mountains or with children studying in Sherbrooke.

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Weather conditions are unstable and often-changing in this part of Canada, so Poisson tends to suggest a multi-surface tire from Toyo or Gislaved to help customers tackle a wide range of driving conditions.

Bedford, Quebec

In Bedford Quebec, drivers are most commonly asking for winter tires from Toyo, Continental, and Bridgestone, with the GSi6 from Toyo and Blizzak WS90 from Bridgestone being among the favorites.

OK Pneus Bedford Owner Michael Mc Lean says that about 40 per cent of customers opt for studded winter tires. He’s also noticed that EV drivers tend to be looking for the quietest and most efficient tire possible, with the Continental Viking 7 being a stand-out choice among this demographic, and particularly with Tesla owners.

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St-Anselme, Quebec

Jonathan Lacasse is the owner of OK Pneus St-Anselme, Quebec. This winter, after years of Bridgestone Blizzak being the local favourite, he says there’s an increased demand for Gislaved NordFrost 200 tires, both with and without studs. The take rate for studded tires among his customers is about 30 per cent, and he’s running studded NordFrost 200’s on his personal vehicle. 

Lacasse says that in this rural area, his customers tend to invest primarily in very high-quality winter tires. 

Quispamsis and St. John’s, New Brunswick

Dana and Brad Douthwright run two OK tire stores in New Brunswick– a part of the country where winter tire use per capita is among the highest.

This winter, the Douthwrights have seen slower sales and lower demand for winter tires, thanks in part to a warm start to the winter driving season and the unseasonably late arrival of snow. Fewer customers are travelling and commuting, too.

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Dana runs Toyo Celsuis GSi5 tires on her car, and Brad runs studded General Grabbers on his truck. About 50 per cent of their customers choose studded tires, and there’s been a big increase in studded tire use reported on pickups this year.

Elsewhere, customers seem value-savvy in this part of the country, and typically choose mid-range winter tires like Firestone Winterforce, and lower-end winter tires from GITI and Blackhawk.

Windsor, Nova Scotia

Peter Blanchard is the Service Advisor at OK Tire in Windsor Nova Scotia. Among his customers, Toyo and Bridgestone are the popular winter tire brands, and he runs Blizzak tires on his personal vehicle, calling them a great studless option for changing weather conditions.

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Blanchard says that most of his customers prefer studless tires, though customers with smaller cars are the main demographic asking for studded options. This year, his customers are increasingly likely to ask about tier 1 and 2 tire options first, rather than the ‘cheapest’ option. 

Blanchard has seen strong and increasing sales of Gislaved tires, made by Continental, thanks to a strong performance-to–price ratio and a compelling pre-studded option. 

Burin, Newfoundland

Felicia Hartnett is the office manager of OK Tire Burin. This winter, more of her customers are asking for Cooper tires, a new line for OK Tires. She runs Firestone Winterforce 3 tires on her personal vehicle, calling them a ‘go-to’ option for Newfoundland winters.

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In Burin, some 75 per cent of customers prefer a studded tire, with about an even split between passenger and light truck tires. Despite the popularity of studded tires in this area, Hartnett says that ever more customers are asking about studless tire tech, mainly since they’re increasingly dissatisfied with the noise generated by studded tires.

Nationwide

Joseph Wuest is the Director of Marketing at OK Tire. Looking at winter tire sales nationwide, he’s identified four additional trends: