Consumer Tire inflation and Attitudinal Study

1. 2009 Tire Inflation and Attitudinal Study May, 2010

2. CONTENTS Stakeholders Background Methodology Vehicles Surveyed Tire Data Tire Care Attitudes & Habits 2

3. STAKEHOLDERS http:// www.rubberassociation.ca The Rubber Association of Canada is the national trade association representing the interests of tire manufacturers. The Consumer Tire Inflation Study is part of The Rubber Association of Canada’s Consumer Tire Education Initiative. 3

4. STAKEHOLDERS http://www.desrosiers.ca DesRosiers Automotive Consultants Inc. (DAC) has, for nearly 25 years, been a primary source of market research and management consulting to Canada’s automotive sector. Our clients have included companies from along the full length of the automotive sector supply chain, from raw material suppliers to OE parts suppliers, vehicle assemblers, dealer organizations and aftermarket manufacturers and distributors. As well, we have completed assignments for government departments and agencies at all levels, industry associations and have worked extensively with financial institutions providing sector analysis and market risk due diligence services. 4

5. STAKEHOLDERS http://oee.nrcan.gc.ca Natural Resources Canada’s Office of Energy Efficiency (OEE) is Canada's centre of excellence for energy conservation, efficiency and alternative fuels information. The OEE is mandated to strengthen and expand Canada's commitment to energy efficiency in order to help address the Government of Canada's policy objectives. In addition, the OEE offers grants and incentives and other resources, including workshops for professionals, statistics and analysis, awards and hundreds of free publications 5

6. STAKEHOLDERS http://www.auto21.ca AUTO21 is a multi-disciplinary, auto-related research and development (R&D) initiative established by the Canadian Federal Networks of Centres of Excellence (NCE) program. The federal government established the AUTO21 NCE to help position Canada as a leader in automotive research and development. To achieve this mandate, AUTO21 supports researchers at universities across the country who are working on innovative, applied auto-related research. Partnering the public and private sectors, AUTO21 currently supports more than 300 researchers across Canada working on 54 auto-related projects in a variety of areas. 6

7. BACKGROUND The Consumer Tire Inflation Study sampled consumers in six locations across Canada to determine current knowledge, attitudes, and practices regarding their vehicle tire inflation pressure. Fredericton Sherbrooke Calgary Winnipeg Vancouver Toronto 7

9. Specifically, this study was implemented to determine if Canadians have improved their tire inflation habits since 2003, when a national under inflation problem was revealed by a similar study.

10. The 2003 study set the benchmark for the level of tire inflation (under/over inflation) across Canada. The current study was designed to replicate its predecessor as closely as possible in order to provide an “apples to apples” comparison with the results from 2003. 8

12. For some questions, some survey data was omitted, either due to lack of respondent willingness to answer said question, or to ensure quality control in the case of survey inconsistencies. These adjustments were few and minor, and do not affect the statistical relevance of the study.9

14. Statistically, the total sample is large enough so that the overall results are accurate to within 2.5 percentage points, nineteen times out of twenty. 10

16. Vancouver - University of British Columbia

17. Calgary – University of Alberta

18. Winnipeg – University of Manitoba

19. Toronto – University of Toronto

20. Sherbrooke - L'Université de Sherbrooke

21. Fredericton – University of New Brunswick

22. Consumer interviews plus field data collection coordinated by AUTO21

23. Vehicles were sampled based on a segment quota system derived from current vehicle registration data for each location.11

25. Preference was given to 4th year and graduate students.

26. The students and professors were trained by DAC in all areas of the survey process, including a walk-through of the survey and where to find certain information, proper measuring techniques, safety procedures, vehicle criteria, and strategies for approaching drivers and conducting a successful survey.12

28. Under 4536KG (10,000lbs) gross vehicle weight rating (GVRW)

29. Avoided vehicles that had non-original specification, or dual rear wheels and tires.

30. Location-specific vehicle segment criteria.13

32. The interview took 12 – 15 minutes. During this interview, tire pressure and tread depth data were collected from the consumer’s vehicle as well as the vehicle make, model, VIN number, and GVWR.

33. No consumer names, addresses, or license plate information were collected and all individual data collected during this study will be kept strictly confidential.14

36. Gross Vehicle Weight Rating (GVWR)

37. Tire Markings (Sizing)

38. Tire Pressure

39. Tire Tread Depth16

41. Team members replaced any missing valve caps with stock provided.

42. Consumers were notified of a marked difference in the pressure levels in one or more of their 4 tires.17

44. At the same time, all service station locations were situated in urban areas, predisposing them to a larger “cold” tire sample

45. The tire measurement procedure was consistent with what was performed in 2003, allowing for comparison between the two studies.18

47. Team members measured the centre of the tire tread for tread depth avoiding contact with tire wear bars.19

49. Excessive tire wear

50. An imbedded object or cut in the tire sidewall

51. An imbedded object in the tire tread

52. Separation of tread.

53. Excessive damage to the rim

54. Visible damage to tire valve20

57. Lower light truck representation was seen among pick up trucks and vans.22

59. However, the subgroups are well represented within each respective domestic/import designation.23

63. The male/female split is much closer to even than the 2003 study (70:30).26

68. Increase in tire changeovers (for winter tires – spring and fall)

69. Advanced technology – nitrogen inflation and the proliferation of Tire Pressure Monitoring Systems

70. Differences in the average ambient temperatures recorded during each study – the 2003 study was performed in the winter while the 2009 study was performed in the summer/fall.30

71. TIRE DATA 31

72. TIRE DATA 32

73. TIRE DATA Tire Inflation Summary (by Odometer Reading – Km) 33

75. In 2009, underinflated front tires were about 3 PSI below recommendation, versus 4 PSI in 2003. Similar improvements are seen on rear tires as well.34

77. A slight improvement among overinflated tires is seen in 2009 versus 2003.35

78. TIRE DATA 36

80. Among the 7,000 tires measured, only 74 were recorded as having a tread depth of 2/32” or less, the legal and safety minimum requirement. This equates to 1% of all tires.37

84. Respondents who stated “don’t know” made up nearly a quarter of the sample. Including “either” responses, 39% of Canadians do not know when the best time to check tire pressure is.

85. “When cold” responses tended to increase consistently with respondent age, rising from 39.0% for 16-24 year olds, to 58.6% for those aged 70 years or older.40

87. From 2003 to 2009, “to improve fuel economy” increased in importance, ranking fourth in 2003 versus second in 2009.41

90. 52% of respondents know the correct location to reference recommended tire pressure (owner’s manual or placard), compared to 38% in 2003.43

93. Temporal and situational factors are also strong drivers, such as when the car is being serviced, when preparing for a long trip, and when seasons change.45

95. In 2003, 39% of drivers indicated that they were within this range.46

97. Regardless, there is opportunity for increased consumer education.47

99. Intuitively, this seems reasonable. There is a higher propensity to check fluids and tire pressure when stopped at a service station, as the required equipment and potential products are readily available.48

103. This represents a significant opportunity for consumer education, especially among women (vs. men), of whom only 17% said they were aware of the Placard’s positioning and could locate it.51

106. OPINIONS ON AGGRESSIVE DRIVING & FUEL ECONOMY 54

107. OPINIONS ON AGGRESSIVE DRIVING & FUEL ECONOMY 55

108. OPINIONS ON AGGRESSIVE DRIVING & FUEL ECONOMY 56

109. OPINIONS ON AGGRESSIVE DRIVING & FUEL ECONOMY 57

110. OPINIONS ON AGGRESSIVE DRIVING & FUEL ECONOMY 58

111. OPINIONS ON AGGRESSIVE DRIVING & FUEL ECONOMY 59

112. OPINIONS ON TIRE RECYCLING 60

113. OPINIONS ON TIRE RECYCLING 61

114. OPINIONS ON TIRE RECYCLING 62

115. OPINIONS ON TIRE RECYCLING 63

116. OPINIONS ON TIRE RECYCLING 64

118. OPINIONS ON TIRE RECYCLING 66

119. OPINIONS ON TIRE RECYCLING 67

120. OPINIONS ON TIRE RECYCLING 68

121. OPINIONS ON TIRE RECYCLING 69

122. OPINIONS ON TIRE RECYCLING 70