DSCI 490 Capstone Fall 2024

Using a qualitative and quantitative approaches, we investigate the choice behaviour of car owners regarding tyre replacement. In the first part of this study, focus groups are used to draw important insights about sources of tyre replacement and achieve an in-depth understanding of motivations and determinants of consumers’ auto workshop choice. Based on the outcome of the focus groups, we develop and test a conceptual model for car tyre replacement patronage. The behaviour observed with regards to tyre replacement indicates that consumers prefer a one-stop solution for their tyre replacement needs in terms of purchase and affixing of the tyre. Additionally, the mechanic plays a key role in providing information and influencing tyre brand choice of the consumer. Overall, the perceived importance of factors such as price, age, proximity (to tyre shop) and professionalism of service (i.e. service quality) had a direct effect on consumers’ willingness to travel to a tyre shop; while dealer reputation, personal contact (i.e. interpersonal service quality), quick service and gender were found to have mediated effects via dealer trust or brand involvement.

The aim of this paper is to understand the extent to which the tire industry is affected by digitization and what are the possible responses of tire manufacturers. Our research methodology is based on the critical analysis of company reports and of the INTERNET sources related to market studies relevant to the industry, the analysis of future mobility trends as well as the digitization strategies adopted by the main actors in the industry. Our findings suggest that digitalization is transforming the tire industry, as it fits into the broader context of future mobility, a strongly digitized sector. In the face of this reality, tire manufacturers are adapting their organizational strategy in order to take advantage of new sources of value.

Rousseau Automotive Communication is the Canadian leader in automotive business information. Its portfolio is diversified and numbers close to 25 products in the mechanical, collision repair, tires, fleet and sales/remarketing fields.

Extensive monthly coverage of various tire, news and business operation tactics for tire dealers.

Rubber World Online is the technical service and news website for the rubber industry.

TRAC commissioned the survey to gauge attitudes and knowledge around the impacts of proper tire inflation on both internal combustion engine (ICE) vehicles and EVs. Over three quarters (77 per cent) of motorists know that correctly inflated tires improve fuel economy, lessen vehicle emissions, and protect the environment. Sixty-two per cent understand proper tire inflation plays an important role in optimizing EV range. The survey also found that 36 per cent of drivers are now considering an EV on their next purchase. Among drivers aged 18 to 34 the number of motorists considering an EV rises to 48 per cent. The latest Statistics Canada data shows EVs now account for 10.8 per cent of all new motor vehicle registrations. The survey also underscores the continuing impact of high fuel prices and the cost-of- living crisis on summer driving plans. Almost six in ten drivers (58 per cent) say financial pressures will likely force them to cancel or limit road trips this summer. That number jumps to 66 per cent among drivers aged 18 to 34, and 62 per cent for motorists aged 35 to 54.

TRAC’s 2023 Canadian Consumer Winter Tire Study found that 76 per cent of Canadian drivers believe extreme weather events related to climate change have made winter tires more important than ever. The same number of drivers (76%) now use winter tires. Outside Quebec, where winter tires are mandated by law, winter tire usage stands at 71 per cent. The Study also shows that 81 per cent of winter tire owners believe driving a vehicle equipped with winter tires has saved them from being involved in a potentially hazardous driving situation such as loss of control or a collision; and another 83 per cent says they use winter tires in order to protect their family with the safety advantages of winter tires. Unfortunately, the high cost of living is affecting the utilization of winter tires, with 31% of motorists saying they are less likely to buy winter tires this winter season.