Shifting Demands
Tariffs, economic pressures, climate and electrification are changing the way fleets look at tires.
One of the biggest expenses fleet professionals have to manage is the cost of tires. How much they cost, and how often a fleet has to replace them, will have a big impact on the bottom line. What makes the situation even more demanding as we start a new year, is the uncertainty fleets face with tariffs and the resulting blow to the economy.
“Economic pressures are absolutely influencing how Canadian fleet managers buy tires,” says Jonathan Ainley, Sales Director, Hankook Canada. “With higher operating costs, tighter margins, and uncertainty around tariffs or import-related price fluctuations, fleets are becoming more selective and strategic in their purchasing behaviour. Rather than simply choosing the lowest upfront price, many are shifting toward tires that offer stronger long-term value, and help lower their overall cost of operation.”
Ainley notes that reliability and durability now carry even greater weight when fleet professionals make buying decisions, as they look at ways to reduce downtime, extend tire life, and control total cost of operation. He adds that warranty programs have become more powerful differentiators by offering added protection and lower financial risk.
“Managers want assurance that tires will perform consistently across seasons, hold up under heavy use, and are backed by a no-hassle warranty program from the manufacturer,” he says.
In challenging economic conditions, Ainley explains, “predictable performance, strong warranty coverage, and proven durability help fleets manage uncertainty and safeguard their operating budget.”
Balancing priorities
Andrew Pallotta, Senior Product Planner with Bridgestone Americas says that for fleet buyers, the purchasing decision boils down to reliability, which represents having the right balance between a long-lasting tire and keeping costs down. Fleet profesionals also prioritize having the right capability for the job at hand.
“A great example of a tire that checks all these boxes is the Firestone Transforce HT3,” he adds, “which is commonly used by service trucks, and is engineered to deliver long-lasting, reliable wear and dependable wet traction, providing fleets with well-rounded performance and strong value at an acceptable price point.”
Fuel economy/improved range
Hankook’s Ainley says that light trucks continue to dominate commercial and last-mile delivery applications, driving strong demand for LT replacement products here in Canada.
“Fleet operators are focused more than ever on durability, tread life, winter performance, and total cost-per-kilometre, reflecting the need to minimize downtime,” he adds. “Larger rim sizes and more robust load rated tires are also on the rise as vehicles become heavier and load carrying capacities increase.”
Fuel efficiency is another major driver of purchase decisions, Ainley adds. “With increased volatility in fuel prices, and constant pressure to lower operating costs, fleets are adopting low rolling resistance tires to reduce consumption and extend vehicle range.”
Electric pick-ups
Ainley notes that electrification is accelerating the shift towards tires that can deliver better range/better fuel economy. “EV light duty trucks require tires capable of supporting high torques and weight, while maintaining low energy loss and long tread life,” he says. “At the same time, the market is demanding higher sustainability measures from the tire manufactures.”
While the vast majority of fleets are still running gasoline- and diesel-powered pick-up trucks, we are seeing a growing number of electric trucks in use, and that’s changing the way both tire manufacturers and fleet professionals think about tires.
“Fleet electrification continues to grow, but not at a rate that is significantly altering buying habits,” says Bridgestone’s Pallotta. “Traditional gas-powered vehicles still make up a majority of Canada’s commercial fleet market, and will continue to do so until more infrastructure to support fleet EVs is put into place. Because of this, adoption is currently mostly limited to last-mile delivery applications.”
Hankook’s Ainley says that the rise of EV and hybrid electric pick-ups is beginning to influence fleet buying habits, even though EV adoption in commercial light truck segments is still emerging.
“EVs place significantly higher demands on tires due to the increased vehicle weight, instant torque, and the need to maximize driving range,” he adds. “As a result, fleets are paying close attention to tires engineered for a stronger load bearing capacity, improved traction, lower rolling resistance and low road noise.”
These factors are shifting fleet preferences toward EV-specific tires that can withstand heavier duty cycles while helping offset energy consumption, Ainley explains. Tires that improve efficiency and extend range are becoming especially valuable, as they directly impact operating costs and route planning.
“To support this shift,” he adds, “Hankook has invested heavily in EV-focused tire technology. Products like the Hankook iON EVO AS are specifically designed for electric vehicles, delivering enhanced durability, optimized rolling resistance, and performance characteristics tailored to EV torque and weight. As demand for EV commercial pick-ups increases, demand for this new generation of tire technology will continue to grow.”
All-weather vs. winter tires
Here in Canada, winter weather makes it especially difficult for fleets to cut their tire costs, and some have turned to all-weather tires as an option to investing in two sets of tires—one for the winter and one for the other three seasons.
However, all-weather tires have their limitations, Bridgestone’s Pallotta explains. “It’s important to note that the all-weather LT segment is increasingly seen as being synonymous with All-Terrain (AT) tires that are Three-Peak Mountain Snowflake (3PMSF) certified,” he says. “While 3PMS certification allows for a very usable and confident level of snow and ice performance, a dedicated winter tire will be a better option for particularly difficult winter conditions.”
Canada has long been a significant market for winter tires due to the harsh climate and provincial regulations (in some areas), says Pallotta. “As a result, the demand for winter tires remains consistently high and growing among fleets,” he adds. “This is driven by the fact that service vehicles and last-mile delivery fleets are not able to shut down operations and need the superior performance that only a dedicated winter tire can provide.”
This doesn’t mean that all-weather tires are a definite “no-go” for fleets. In fact, when fleets are trying to decide between all-weather and winter tires, Bridgestone recommends that businesses analyze their typical workday and the environment in which they operate.
“For example,” Pallotta concludes, “if a fleet operates in an area where it snows substantially and they cannot delay operations, a winter tire is definitely recommended.”
