The all-weather segment has made big waves in recent years, but manufacturers and other tire suppliers agree that dedicated winter tires remain a smart, viable option for customers navigating snow, slush and ice-covered roads.
In this MTD exclusive, several tiremakers and distributors discuss how winter tire design and technology continue to evolve. They also provide insight into what customers now expect from winter tires.
MTD: What's the biggest advancement in winter tire technology that has taken place over the last few years — both in general and if applicable, specific to your company?
Steven Liu, vice president of product development, Hercules, American Tire Distributors Inc. (ATD): In recent years, there has been a significant increase in investments toward the research and development of winter tire technology, with a particular focus on advancements in tire compounds and tread pattern design to enhance grip on snow and ice. Additionally, substantial progress has been made in optimizing winter tire performance to align with the capabilities and dynamics of sportier vehicles.
Philipp Schrader, Continental product manager, touring and U.S. winter tires, Continental Tire the Americas LLC: Continued improvements in low rolling resistance technologies remain a top priority for us. Not only is this an important performance attribute for electric vehicle owners, but also for consumers with hybrids and normal internal combustion engine vehicles. In addition to low rolling resistance technology, the continued push into better compounding technologies that improve snow and ice performance are also very high on the list of priorities. Ice performance, in particular, has become a bigger focus since most consumers experience icy conditions more frequently than heavily snow-covered roads. Our new VikingContact 8, for example, now comes equipped with the Ice Grip symbol which is proof to our customers that our tires perform at the highest possible levels in icy road conditions.
Jenny Paige, director, product planning, North America business, Goodyear Tire & Rubber Co.: In 2024, Goodyear introduced the Goodyear Ultra Grip Performance 3, a state-of-the-art performance winter tire that embodies our latest advancements in winter tire technology.
David Wang, managing director, Gripmax Tires Inc.: In recent years, advancements in winter tire technology have been focused on improving grip, safety and fuel efficiency through innovative materials, tread designs and manufacturing techniques. Modern winter tires feature advanced silica-infused rubber compounds that remain flexible at extremely low temperatures, providing better traction on icy and snowy surfaces. Some manufacturers have incorporated nano-technology to optimize compound performance for better grip without compromising durability.
Tread patterns now include more intricate and densely packed sipes that improve grip on snow and ice by increasing biting edges. Multi-directional tread designs provide better handling and stability, especially on wet or slushy roads. Gripmax has introduced several advancements in winter tire technology in recent years, focusing on enhancing performance, safety and driver satisfaction. Notable developments include SureGrip Pro Winter and SureGrip Pro IceX.
Jin Han, product manager, Hankook Tire America Corp.: Winter tire technology has advanced in the last few years and Hankook is at the forefront as we continuously invest in innovation for all of our lines, including our Winter i*cept lineup. One of the most recent additions to that lineup, the Winter i*cept IZ3, announced last year, features a host of new advancements.
David Griese, Michelin product category manager, Michelin North America Inc.: The advancements in winter tire technology are not attributed to a single innovation, but rather a composite of different technologies working together to enhance performance across various winter conditions, including ice, snow, slush and wet surfaces. Innovative rubber compounds, such as the FleX-Ice 2.0 tread compound used on Michelin’s X-Ice Snow tires have been developed to remain flexible in extreme cold.
Wes Boling, senior communications and content manager, Nokian Tyres Inc.: Our industry has made strides meeting the needs of EV drivers in the winter space. It’s a challenging proposition to deliver a quiet ride without sacrificing winter grip. Tiremakers are achieving that balance through innovative solutions like our SilentDrive Technology, which minimizes cabin noise at the frequencies that are most irritating to drivers. And they’re producing these advancements while expanding the engineering triangle in other ways, such as lowering rolling resistance to achieve better range per charge. In general, it is energizing to see the ways our industry is innovating in the EV winter market.
Bryce Jones, head of product marketing and training, Pirelli North America Inc.: One of the most significant advancements in recent years has been the improvement in non-studded tire performance on ice. The introduction of the Ice Grip symbol under European legislation has set a new benchmark, requiring tires to meet both the 3PMS (3-Peak Mountain Snowflake) standard and additional ice performance criteria. While this regulation is not yet adopted in North America, the Ice Grip symbol serves as a valuable indicator of a tire's capability on icy surfaces. At Pirelli, we’ve incorporated this innovation into our lineup with the Pirelli ICE FR tire.
James McIntyre, senior vice president of sales, Canada/product development, North America, Sailun Tire Americas: The biggest advancements in winter tire technology over the last few years have centered around improved rubber compounds (and) advanced tread designs. Specific to us, the Ice Blazer WSTX is Sailun's latest studdable winter tire, designed to provide exceptional traction in various winter conditions, including snow, slush and ice.
Mike Park, assistant director of marketing, Tireco: One of the most notable changes in recent years has been the introduction of the ice grip symbol, which assesses a tire’s performance specifically on ice. While many tires carry the 3PMS symbol for snow performance, the 3PMS does not account for ice traction — a critical factor for drivers in colder climates. We’ve responded to these developments by launching the Milestar Winterguard Studdable winter tire.
Phillip Kane, CEO, Turbo Tires Wholesale LLC: In recent years, winter tire buyers increasingly demanded greater optimization between traction and tread wear in winter tire performance. This trend led first to the appearance of never-seen-before mileage warranties on winter tires, then ultimately — and most importantly — to the dawn of the all-weather tire phenomenon, which has resulted in a significant drop in winter tire sales.
Ryan Parszik, manager, product planning, Yokohama Tire Corp.: There are several factors that are very important, but two that are key are the major advancements in compounds and tread design. The compounds used in winter tires have improved with a silica-enhanced mixture that can still stay flexible in extremely cold temperatures, which makes sure drivers maintain traction at all times. The tread design, with the inclusion of 3D sipes, gives more biting edges in the tire for improved traction. Also a common theme among most snow tires is being directional for better water and slush evacuation. Some good examples are Yokohama’s iceGuard iG53 and iceGuard G075.
MTD: Have consumers' expectations regarding winter tires changed and if so, why?
Liu (ATD): Consumer expectations vary by region and product segmentation, particularly between passenger and SUV/LT vehicles. Additionally, performance expectations differ based on whether the tires are studless or studdable, as their design and capabilities cater to distinct needs. In recent years, there has been a growing consumer focus on winter tire education, driven in part by the rise of all-weather products seeking to differentiate themselves. Consumers are increasingly evaluating winter tires based on their intended purpose and overall value. Our observations indicate that buyers prioritize enhanced grip, improved handling and greater stability across a range of wintry conditions and surfaces. Moreover, mainstream consumers are now seeking higher-value winter tires that offer extended durability and a longer lifespan over multiple seasons.
Schrader (Continental): This truly depends on the personal preferences of each individual consumer. Some consumers want the absolute best, ice grip-certified, severe winter weather-rated, soft compound winter tire on the market, because they truly need that level of performance based on their geographic location and personal preferences. On the other hand, there are consumers who only need a tire that performs good enough in winter weather conditions and may not be willing to pay for a dedicated set of winter tires. The good news is that we have all of those needs covered with our current product portfolio and will continue to push the envelope in tire design and development.
Paige (Goodyear): Historically, winter tires were primarily a utilitarian purchase, with consumers focusing almost exclusively on improved grip and traction during winter conditions. However, today’s consumers want more. They now seek not only winter grip and traction, but also a comfortable, quiet ride and extended longevity. Essentially, consumers expect their winter tires to offer the same attributes they look for in all-season tires.
Wang (Gripmax): Consumer expectations for winter tires have indeed evolved significantly in recent years. Several factors — including advancements in technology, increased awareness of road safety and changing climate patterns — have contributed to this shift. Consumers now demand superior performance on snow, ice and slush, along with reliable handling on dry and wet winter roads. Tires that offer durability and performance over multiple winter seasons are becoming a priority. Economic pressures and sustainability concerns drive consumers to look for long-lasting options that deliver value.
Consumers increasingly prefer environmentally conscious tire designs with reduced carbon footprints and lower environmental impact during production and use. Winter tires with minimal road noise and smooth handling are now seen as essential, even in harsh conditions. Advances in tire technology have set a new benchmark for comfort, and consumers now expect premium features at accessible prices. Customers want high-performing winter tires at competitive prices, especially with rising costs of living.
Han (Hankook): Consumers’ expectations of winter tires are shifting similar to what we’re seeing in other segments. They want strong value and versatility. Typically, drivers who opt for specific winter tires versus an all-season or all-weather option know they will be navigating icy and snowy conditions. However, just as the all-season driver is looking for strong handling in more adverse conditions, winter tire drivers are seeking strong performance on dry and wet roads, not just snow-covered ones. Similarly, consumers are seeking increased safety awareness, especially as winter weather becomes more unpredictable across the country. Other expectations revolve around longevity and fuel efficiency, ride comfort, and environmental considerations. All of these expectations — for winter tires or others — speak to the continued consumer appetite to enjoy their daily drive.
Griese (Michelin): Consumer expectations regarding winter tires have evolved significantly, driven by increased usage and awareness of their importance. As more drivers recognize the need for appropriate winter solutions, there is a heightened demand for tires that provide winter driving confidence. Additionally, with the rise of electric vehicles, consumers are increasingly expecting winter tires to not only deliver winter driving confidence but also enhanced wear life and reduced noise levels.
Boling (Nokian): As winter conditions become milder in some areas, drivers may be tempted to gravitate toward 3-Peak-certified all-weather tires. This is especially the case as more drivers become aware of all-weather tires. We like to remind dealers and consumers that all-weather tires are best sold as an upgrade to all-season tires for those who insist on using one set of tires per year. Winter tires remain the safest solution for drivers who expect to experience bouts of severe wintry weather, even if those conditions don’t appear quite as often as they used to.
Jones (Pirelli): Consumers' expectations of winter tires have evolved, with an increasing demand for products that combine performance, convenience and year-round usability. The rise of the all-weather tire segment highlights this shift. These tires, certified with the 3PMS symbol, offer reliable snow and winter performance while eliminating the need for seasonal tire changes. This is particularly appealing for drivers seeking a practical, one-tire solution across diverse conditions.
McIntyre (Sailun): Consumer expectations for winter tires have evolved significantly over the past few years due to advancements in technology, shifting driving habits and environmental concerns.
Key changes in consumer expectations (include) better ice and snow performance (as) drivers now expect enhanced grip on ice and packed snow without compromising wet or dry road handling. Modern consumers look for 3-Peak Mountain Snowflake-certified tires, ensuring top-tier winter performance.
Consumers demand winter tires that last multiple seasons without a major drop in performance. Advances in tread compounds and siping patterns have helped extend tire lifespan.
With the rise of EVs and fuel-conscious driving, buyers want low rolling resistance winter tires that don’t drastically impact fuel economy or battery range. This has driven innovations in tire compound technology. Older winter tires were often noisy and stiff, but today’s consumers expect a smoother, quieter ride, especially for highway driving. Tiremakers have developed optimized tread patterns and sound-absorbing technology to meet this demand.
Park (Tireco): There is an increasing demand for all-weather tires that offer both convenience and safety, appealing to consumers who prefer year-round traction without the need for seasonal tire changes. However, in regions with harsher winters, drivers continue to prioritize tires with true winter performance, to ensure enhanced safety and performance on icy roads.
Kane (Turbo): As vehicles have become more complex, consumer requirements for winter tires have, as well. Higher performance ratings, increased rolling resistance, sound dampening tread blocking and other features have been added to mere traction as consumer priorities in these tires. But I think the most important expectation shift on the part of consumers has been in regard to their requirement for increased tread life from these tires which has required most manufacturers to entirely re-think the segment.
Parszik (Yokohama): Consumers’ expectations are always on the rise for the performance of all tires, not just winter tires. They feel like a winter tire needs to perform in true winter conditions, as well as milder climates. This is due to weather variations in some regions differing quite a bit. With the increase of EVs, rolling resistance to preserve battery range is an important factor due to the already shorter range in colder climates.
