All-Confusion Tires

The North American tire industry has - by design or ignorance - developed the most confusing terminology for two major tire categories:

• All-Season
• All-Weather

These terms, on their own, offer no ambiguity but clearly express that tires in these categories are for all season and all weather suggesting that tires in these categories are recommended for year-round use in all weather conditions in any region where these categories are marketed, including severe winter regions.

But as tire manufacturers know and explain in their websites, this is not the case. See below.

So why do tire manufacturers continue to use the All-Season, All-Weather terminology?

Imagine if pharmaceutical companies used similar terms for any of their drug categories

• All-Illness Remedy
• Cure-All Potion

Misleading and dangerous, of course, and probably would lead to unfathomable lawsuits.

We live in Ontario, Canada. It gets cold here. We have snow and ice during the winter months. Here's a common response to the All-Season vs Dedicated Winter tire discussion :

"Well, I assume All-season is All-season. Why would I pay the same or more for winter tires that I can only use in the winter when I still need another set of tires for the rest of the year but I can just use one set of all-season tires all year? That sounds way easier and cheaper".

Now imagine that conversation if the All-Season category was called anything but All-Season, for example:

• 3-Season Tires (but which 3?)
• Blue Heron Tires
• Aptoc Tires
• Bear Tires
• Above45 Tires
• <insert you own made-up word here> Tires

Literally anything but "All-Season" would instantly force consumers to ask questions to better educate themselves to find the best tire for their particular circumstances and budgets.

Here's how some manufacturers address the issue (which they themselves have created):

"Several decades ago, some executives in the tire industry made a marketing decision that has perplexed drivers ever since: the term all season tire. It can be a confusing moniker. All season tires are great for all seasons – if you live on the southern end of North America. But if you get snow and ice even once or twice a year, all season tires will not keep you safe in the winter months. In fact, even when roads are dry, all season tires tend to lose much of their grip when temperatures fall below 45 degrees Fahrenheit (7 degrees Celsius). Colder temperatures harden the rubber compound of all season tires and lower their responsiveness." Source: https://na.nokiantyres.com/tips/choosing-your-tires/difference-between-all-season-tires-and-all-weather-tires/

"While all-season tires can manage light snow, their performance in heavy snow and icy conditions is not optimal. On the other hand, winter tires, with their specialized tread patterns, are designed to provide maximum traction in these kinds of conditions. All-weather tires, bridging the gap, offer decent performance in heavier snow and are more versatile than winter-only tires. The rubber composition of winter tires remains flexible in extreme cold, ensuring consistent performance. All-season tires, while versatile, might harden in severe cold, reducing grip. All-weather tires use a unique rubber compound that remains flexible across a wide temperature range." Source: https://yokohama.ca/en/blog/winter-tires-vs-all-weather-tires-vs-all-season-a-buyers-guide

"Dunlop recommends all-season tires for milder winter conditions; winter tires are best for severe snow and ice. This recommendation aligns with findings from a recent Ipsos study conducted on behalf of Goodyear3, which revealed that almost two-thirds of European drivers perceive winter tires as better for grip and braking on snowy and icy roads." Source: https://news.goodyear.eu/en/five-myth-busting-facts-to-know-before-buying-all-season-tires-uki/

"All-season tires are designed to be driven year-round, but if you live in an area with severe winter conditions (heavy snow or ice), they may not be sufficient. All-season tires are designed to perform well in a large range of conditions, but not to handle the worst. Winter tires can provide you with the extra grip you need to get through deeper snow or ice-covered roads." Source: https://www.michelin.ca/en/auto/learn/tire-buying-guide/buying-winter-tires

Consumers deserve better than this. Many shop online without consulting with tire experts in the brick and mortar stores. Sometimes even the experts at tire dealers are confused. This makes it so more important to educate and eliminate misleading terminology.

The first company to get the terminology right, will instantly have an edge on competition with opportunity to become the go-to company for all passenger car tire needs. This may require granular provincial/state or region based terminology and communication to consumers and dealer staff but that is exactly one of the key areas to set yourself apart from competition.

What are your thoughts on this?

I encourage consumers, tire industry professionals, tire dealers and tire manufacturers, including those tagged below, to comment.

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Tire Manufacturers and Manufacturers Associations:

U.S. Tire Manufacturers Association Tire and Rubber Association of Canada Bridgestone Americas 大陆集团 固特异 Hankook Tire America Corp. Kumho Tires USA Nokian Tyres plc 米其林 Pirelli Toyo Tires Yokohama Tire Corporation Giti Tire Maxxis Tyres Nexen Tire America, Inc. Falken Tire Sailun Tire Americas

Tire Industry Associations

Tire Industry Association NETSA New England Tire & Service Association Ontario Tire Dealers Association

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