As the all-weather tire category continues to gain momentum, several questions have emerged. Will all-weather tire sales eventually outpace winter tire sales? And will continued consumer acceptance of all-weather tires eventually make winter tires obsolete?
“Considering all-weather tires provide added convenience and peace of mind over all-season tires, they have already eclipsed the sales volume of winter tires due to the larger market size and desire for added versatility,” says Cameron Parsons, product manager for Toyo Tire U.S.A. Corp.
“This is due to the performance requirements in extreme winter conditions and heavy snowfall. Winter tires have a specialized rubber compound that is often softer and more pliable in cold temperatures, as well as a more aggressive tread pattern with deeper grooves, sipes and optional studs.”
Joaquin Gonzalez Jr., president of Tire Group International LLC, says all-weather tires perform well in winter conditions, but are not a total replacement to dedicated winter tires.
“Over the next 10 years, we may see a gradual shift towards all-weather tires, especially in milder climates,” says Gonzalez. “However, in areas with extreme winter weather, winter tires are expected to remain a preferred choice for their unmatched performance and safety.”
The climate the consumer lives in plays a role in how they choose their tires, says Michael Cati, global head of strategy and product, Omni United (S) Pte. Ltd.
“Drivers who currently use two sets of tires — all-season and winter — might consider switching to all-weather tires if they live in areas without prolonged heavy snowfall or icy conditions and wish to avoid the cost and hassle of maintaining two sets of tires.”
According to Jay Lee, product planning director for Nexen Tire Americas Inc., the potential for all-weather tires to eclipse winter tire sales hinges on several factors, including advances in tire technology, consumer preferences and regional climate conditions.
Michael Mathis, president of Atturo Tire Corp., says three conditions will have to be in place before all-weather tire sales can eclipse winter tire sales.
“First, tire manufacturers (will) need to provide the selection of sizes across the various market tiers. Second, retail dealers need to understand how and when to sell this type of tire to a consumer. Finally, the consumer needs to understand where this type of tire fits into the performance continuum and if it is a proper fit for their needs.”
At Michelin North America Inc., sales of the Michelin CrossClimate2 all-weather tire have already surpassed the company’s winter tire sales, according to Eric Schmedding, product category manager at Michelin. But the two categories will not replace each other, he says.
“The all-weather market is a bit larger because the tires can be used in a wider variety of climates. Winter tires are best engineered for sub-zero temperature conditions, providing mobility in ice, snow and slush.”
David Poling, vice president of R&D and technical at Giti Tire R&D Center North America, Giti Tire (USA) Ltd., says that all-weather tires coming in touring and all-terrain variants.
“All-weather tires, just in the touring category, are already eclipsing winter tire sales in North America,” says Poling.
“Touring all-weather tires, not including A/T’s, are the fastest growing segment and are approximately 5% of the total market.”
However, Jayden Lee, product manager, North America, Pirelli Tire North America Inc., does not see all-weather tires completely taking over dedicated winter tire sales.
Bridgestone Americas Inc. is bullish on the continued growth of the all-weather category.
“Essentially, all-weather tires provide the versatility of reliable winter performance without compromising comfort or durability on dry roads, making them an ideal choice for consumers in mild environments seeking a balanced solution for year-round driving,” says Ian McKenney, senior product manager, Bridgestone.
“The value proposition for all-weather would be the ease of only having one tire that can handle nearly any condition (and) peace of mind that the tires you are driving on can perform on any day,” says Scott Bishop, vice president of the American independent dealer channel, PLT sales, Sailun Tire Americas. “All-weather tires last longer than winter tires and you don’t have the time, effort and expense of switching over during the seasons.”
American Tire Distributors Inc. (ATD) believes the appeal of all-weather tires lies in their versatility, according to Steven Liu, vice president of product development for ATD’s Hercules tire brand.
“We have already observed widespread adoption and an increase in market share over the last few years,” says Liu. “Currently, the all-weather market accounts for approximately 15% of total tire shipments.”
The all-weather category simply “makes sense” for consumers, according to Philipp Schrader, product manager for touring and U.S. winter tires, Continental Tire the Americas LLC. “If a consumer lives in a part of the country that experiences long periods of rain and the potential for snowfall in the winter, all-weather tires are the best choice for this customer,” he says.
One factor that plays into the all-weather segment’s growth potential is auto manufacturers equipping cars with this type of tire straight from the factory, according to Nick Gutierrez, territory sales and marketing director for Sentury Tire USA.
“Industry-wide, we are seeing steady growth in the all-weather segment,” says Moonki Cho, product manager at Hankook Tire America Corp. “General forecasts show that the segment will grow anywhere between 5% and 7% through 2032.”
The growth of the all-weather segment can be attributed to ongoing consumer education, according to Steve Bourassa, North American director of products for Nokian Tyres.
Tire dealers have “discovered there is a willing audience of drivers who experience moderate winter weather and need a little extra protection,” says Bourassa. "Drivers are providing positive feedback about all-weather tires, which creates a virtuous circle that encourages dealers to sell more of them.”
A permanent place
“Dedicated winter tires will remain essential in areas with severe winter conditions,” says Mike Park, assistant director of marketing for Tireco Inc. “Their specialized design offers better traction and safety in snow and ice compared to all-weather tires.”
Toyo’s Parsons says that winter tires serve a purpose that all-weather tires are not designed to replace.
Zhongce Rubber Group Co. Ltd. (ZC Rubber) officials note that areas with heavier snowfall will always have a demand for dedicated winter tires as they have the “best performance in severe winter conditions.”
Continental’s Schrader agrees, adding that all-weather tires only perform “slightly above the minimum required threshold to receive the 3PMS (3-Peak Mountain Snowflake) marking, while winter tires far surpass that minimum threshold.”
ATD’s Liu cites dealer feedback that says consumers are looking for more product benefits and shifting performance attributes when purchasing winter tires. “There is also a growing demand for larger rim diameters and light truck fitments. The market’s perception and use of studless versus studdable tires also influence(s) purchasing decisions. All these factors contribute to making dedicated winter tires a unique offering with staying power.”
Nexen’s Lee cites six reasons as to why dedicated winter tires will remain relevant: extreme winter conditions, regional variability, technological limitations, consumer preferences, regulatory factors and advancements in tire technology. “The need for specialized winter tires will persist as long as there are areas with severe winter conditions and drivers who seek the highest level of confidence and performance in those conditions,” he notes.
Winter tires and “their corresponding summer tires” are not going away, according to Atturo’s Mathis. “The all-weather tire is a compromise pattern that can do a lot of things very well. However, there will always be the more demanding driver who truly wants the absolute best performance in any season. That is best delivered with true summer and winter tires.”
Nokian’s Bourassa says there are trade-offs between all-weather and winter tire performance. “Those tradeoffs may be fine for drivers in moderate winter locales, but not for those who live in areas that see sustained snow and ice.”
“It’s easy to lump all-weather tires with winter because they both have 3PMSF ratings,” says Michelin’s Schmedding. “Although all-weather tires will perform well in snowy conditions, that doesn’t mean they are only suitable for colder climates.”
“There is also a consumer behavior and buyer dynamic at play as well, as some consumers have always had winter tires and will not easily trust an all-weather tire to perform up to their standards,” says Yokohama’s Product Planning Manager Ryan Parszik.
Hankook’s Cho agrees that consumer preferences play a role in demand.
“Hankook Tire’s Gauge Index found that a quarter of Americans say driving in bad weather is their top challenge on the road, so drivers may also feel more confident navigating wintry conditions with dedicated winter tires,” he says.
“This is also where regional weather patterns come into play, as areas with consistent, extreme winter weather may be more likely to steer towards a dedicated winter offering.”
How to sell all-weather
Omni United’s Cati says in order to sell all-weather tires more effectively, dealers need to understand the weather patterns in their region, familiarize themselves with customers' needs and habits and offer customers various options.
Sailun’s Bishop believes education about the functions of all-weather tires is important as well. “Truly understand the characteristics of the tire — wet braking, dry braking, mileage, wet cornering, snow acceleration etc. — and not only look at all-weather tires as ‘winter market’ tires, but as an overall option for your customer,” he advises.
Brandon Stotsenburg, vice president, automotive division, American Kenda Rubber Co. Ltd., agrees that highlighting all-weather tires’ performance features and strengths can be the best way to sell the product to consumers.
“The retailer should also be aware of the differences with tires offering 3PMSF as a basic benefit when compared to the overall performance of higher value products,” says Stotsenburg.
“There are now a lot of tires that are capable of meeting the 3PMS testing criteria, but don’t offer the overall wet, dry, ride, noise and wear characteristics that are only found from brands having elevated technologies.”
Paul Sepetjian, head of private brands for Turbo Wholesale Tires LLC, says tire dealers “should sell the features to the consumer.”
Trimax’s Chris Tolbert says dealers should “ask important consumer questions: Where do you drive? How many miles a year? Is severe weather vehicle handling safety a very important concern? Then explain the features and benefits of why there should be an investment.”
Nexen’s Lee says to call out the difference between all-weather and dedicated winter tires so that consumers can make well-informed choices based on their specific driving needs. “Inform consumers that while all-weather tires provide reliable performance year-round, they differ from specialized winter tires in extreme conditions,” he says.
According to ATD’s Liu, the first step to selling all-weather tires is to assess the end user’s level of understanding regarding all-weather tires and “align their expectations based on past experiences.”
“Next, the dealer should help the user prioritize their desired attributes to identify the best option. From there, the dealer can present the pros and cons of each choice.”
Ken Coltrane, vice president of product development and marketing at Prinx Chengshan North America Inc., recommends pointing out the similarities in all-weather tires to other tires that consumers are more used to.
“Today’s all-weather tires are coming with similar warranties to their M+S (rated) cousins. While the cost is a little more, the convenience and versatility can help drive the sale. Both offer balanced performance year-round, but the defining difference is that all-weather tires carry the 3PMS rating, meaning they are designed to perform better on wet roads, ice, slush and snow in moderate conditions compared to all-season tires.”
Tireco’s Park says dealers should focus on how these all-weather tires perform in variable conditions and emphasize their year-round performance and safety.
