2009 Tire Inflation and Attitudinal Study. May, 2010

Transcription

1 2009 Tire Inflation and Attitudinal Study May, 2010

2 CONTENTS 1. Stakeholders 2. Background 3. Methodology 4. Vehicles Surveyed 5. Tire Data 6. Tire Care Attitudes & Habits 2

3 STAKEHOLDERS 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 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 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 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. Vancouver Calgary Winnipeg Toronto Sherbrooke Fredericton 7

8 BACKGROUND Objective The 2009 Tire Study serves to determine the current knowledge levels and motivators of Canadian consumers in regards to tire inflation and tire maintenance. 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. 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

9 BACKGROUND Data The results presented represent the complete data set, consisting of 1,811 survey respondents. 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

10 BACKGROUND Data The data set is national in scope, representing respondents from Vancouver in the West to Fredericton in the East. 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

11 METHODOLOGY Overview 300 consumer interviews in each of 6 locations across Canada for a total sample of Vancouver - University of British Columbia Calgary University of Alberta Winnipeg University of Manitoba Toronto University of Toronto Sherbrooke - L'Université de Sherbrooke Fredericton University of New Brunswick Consumer interviews plus field data collection coordinated by AUTO21 Vehicles were sampled based on a segment quota system derived from current vehicle registration data for each location. 11

12 METHODOLOGY Survey Agents Through AUTO21, engineering professors at each location were approached, who in turn, hired engineering students to perform the survey. Preference was given to 4 th year and graduate students. 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

13 METHODOLOGY Vehicle Selection Criteria Private passenger vehicles. Not commercial usage. Under 4536KG (10,000lbs) gross vehicle weight rating (GVRW) Avoided vehicles that had non-original specification, or dual rear wheels and tires. Location-specific vehicle segment criteria. 13

14 METHODOLOGY Survey Process Consumers were approached at self-service filling stations and asked questions about their knowledge and practices regarding the maintenance of their vehicles tire pressure. The interview took 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. No consumer names, addresses, or license plate information were collected and all individual data collected during this study will be kept strictly confidential. 14

15 METHODOLOGY Survey Process To help educate consumers on this important topic, participating consumers, and those who declined, were provided with tread depth indicator cards and brochures published by the Rubber Association of Canada and Transport Canada that provide valuable information on proper tire maintenance and road safety. 15

16 METHODOLOGY Key Data Fields Vehicle Identification Number (VIN) Gross Vehicle Weight Rating (GVWR) Tire Markings (Sizing) Tire Pressure Tire Tread Depth 16

17 METHODOLOGY Tire Pressure Measurement For the purpose of this study, tire pressure was measured in pounds per square inch (PSI) using only the instruments provided. Team members replaced any missing valve caps with stock provided. Consumers were notified of a marked difference in the pressure levels in one or more of their 4 tires. 17

18 METHODOLOGY Tire Pressure Measurement Normally, tires should be measured cold when they have been driven for less than 2 km or have been stationary for at least 3 hours. Due to the logistics of the data collection, it was not possible to guarantee cold tire samples. At the same time, all service station locations were situated in urban areas, predisposing them to a larger cold tire sample The tire measurement procedure was consistent with what was performed in 2003, allowing for comparison between the two studies. 18

19 METHODOLOGY Tire Tread Depth For the purpose of this study, tire tread depth was measured in 32nd of an inch using only the instruments provided. Team members measured the centre of the tire tread for tread depth avoiding contact with tire wear bars. 19

20 METHODOLOGY Public Safety Issues In consideration of consumer safety, team members, to the best of their ability, informed consumers if the following tire/wheel conditions were observed during field data collection: Excessive tire wear An imbedded object or cut in the tire sidewall An imbedded object in the tire tread Separation of tread. Excessive damage to the rim Visible damage to tire valve 20

21 VEHICLES SURVEYED The sample representation is slightly younger than that of the national fleet. Model Year Distribution % 1996 & Earlier 8% % % 21

22 VEHICLES SURVEYED A higher proportion of passenger cars were surveyed relative to Canadian registrations. Lower light truck representation was seen among pick up trucks and vans. Small / Sport Car 40% Segmentation Distribution Large / Luxury Car 26% Van 9% Small Sport Utility 9% Large Sport Utility 10% Pick Up Truck 6% 22

23 VEHICLES SURVEYED The proportion of import nameplate vehicles surveyed (vs. domestic) is higher than that present in the Canadian fleet mix. Honda/Acura 13% Nameplate Distribution Other Japanese 15% Europe 12% Korea 5% However, the subgroups are well represented within each respective domestic/import designation. Toyota/Lexus 16% Chrysler 9% Ford 10% GM 20% 23

24 VEHICLES SURVEYED The spectrum of odometer readings is relatively even across the sample. Odometer Readings (Km) K 20% K 13% 200K+ 13% K 25% 0-50K 29% 24

25 CONSUMERS SURVEYED The age of the consumers sampled reflects the age of drivers across Canada % Age Distribution % 70+ 3% % 25

26 CONSUMERS SURVEYED Male / Female Mix More men responded to the survey than women. Female 41% The male/female split is much closer to even than the 2003 study (70:30). Male 59% 26

27 Responses 2009 Tire Maintenance Study TIRE DATA Recommended Tire Pressure Front Tire Rear Tire Recommended tire pressure varies across a broad range, as vehicle sizes and weights differ. The majority of OEM recommended tire pressure falls under 30, 32, and 35 psi.. PSI 27

28 80% 70% 60% 50% 40% 30% Vehicles with at least One Over/Underinflated Tire: 2009 vs % 71.0% TIRE DATA Tire inflation in Canada has improved vastly from the 2003 study to the 2009 study, as the proportion of vehicles with at least one tire more than 10% above or below OEM recommendation fell from 71% to 49%. 20% 10% 0%

29 60% Inflation Problems per Vehicle: 2009 vs TIRE DATA 50% % 40% 30% 20% 10% 0% % % At least 1 tire underinflated by more than 20% % At least 1 tire underinflated by more than 10% % % At least 1 tire overinflated by more than 20% % % At least 1 tire overinflated by more than 10% Improvements in both under and overinflation are evident in the 2009 study. Of particular note, underinflation of at least one tire has subsided, falling from 56% in 2003 to 32% in

30 TIRE DATA Possible Rationale for Improved Tire Inflation Results Improved consumer education, awareness and attitudes Increase in tire changeovers (for winter tires spring and fall) Advanced technology nitrogen inflation and the proliferation of Tire Pressure Monitoring Systems 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

31 90% 80% Proportion of Vehicles With at Least One Problem Tire (By Inflation): 2009 vs (more than + or 10%) By Survey Site TIRE DATA % National Average % 50% National Average % 30% 20% 59.1% 68.0% 66.9% 77.0% 45.5% 63.0% 57.7% 69.0% 53.0% 75.0% 70.0% 10% 20.3% 0% Vancouver Calgary Winnipeg Toronto Sherbrooke Fredericton 31

32 90% 80% Proportion of Vehicles With at Least One Problem Tire (By Inflation): 2009 vs (more than + or 10%) By Odometer Reading (Km) TIRE DATA 70% National Average % 50% National Average % 30% 20% 57.0% 40.9% 42.6% 67.0% 51.2% 75.0% 77.0% 60.5% 59.8% 83.0% 10% 0% 0-50K K K K 200K+ 32

33 TIRE DATA Tire Inflation Summary (by Odometer Reading Km) OVERALL 0-50K K K K 200K + At least 1 tire under inflated by more than 10% At least 1 tire under inflated by more than 20% At least 1 tire over inflated by more than 10% At least 1 tire over inflated by more than 20% All Tires Acceptable (within + or - 10%) 32% 21% 27% 39% 37% 40% 11% 5% 9% 15% 15% 14% 30% 26% 27% 31% 38% 39% 10% 8% 7% 10% 10% 15% 51% 59% 57% 49% 40% 40% 33

34 Average Tire Pressure vs. Recommended Pressure (if Under Inflated) Front tires tend to be more underinflated than rear tires Front Left Front Right Rear Left TIRE DATA Actual Recommended In 2009, underinflated front tires were about 3 PSI below recommendation, versus 4 PSI in Similar improvements are seen on rear tires as well. Rear Right 2003 Front Left Front Right Rear Left Actual Recommended Rear Right Pressure in PSI 34

35 Average Tire Pressure vs. Recommended Pressure (if Over Inflated) Similar to underinflation, front tires tend to be more overinflated than rear tires. A slight improvement among overinflated tires is seen in 2009 versus Front Left Front Right Rear Left Rear Right 2003 Front Left TIRE DATA Actual Recommended Actual Recommended Front Right Rear Left Rear Right Pressure in PSI 35

36 TIRE DATA Proportion of Vehicles with at Least One Tire Over/Under Inflated Passenger Car - Over 19.0% 8.0% Light Truck - Over 23.7% 13.0% Passenger Car - Under 23.5% 11.6% Light Truck - Under 15.4% 7.9% 0% 5% 10% 15% 20% 25% 30% 35% 40% 11%-20% More Than 20% 36

37 TIRE DATA Overall Tread Depth (measured in 32nds of an inch) % The average tire had a tread depth of 7/32 in % % 0-2 1% % 15 & Over 0% % % 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

38 When was the last time you had your tires rotated - Unaided Don't Know 14% When vehicle last serviced 31% Don't Know 10% TIRE CARE ATTITUDES & HABITS When vehicle last serviced 26% Never 16% Winter/Spring changeover 7% Within last two years or more 5% Within last year 27% Never 17% Winter/Spring changeover 12% Within last two years or more 4% Within last year 31% More than half of total respondents indicated having their vehicle s tires rotated either the last time it was serviced or within the twelve months previous in both the 2003 and 2009 studies. 38

39 When was the last time you had a wheel alignment - Unaided When vehicle last serviced 29% TIRE CARE ATTITUDES & HABITS When vehicle last serviced 22% Don't Know 18% Within last year 26% Don't Know 13% Within last year 28% Never 19% Within last two years or more 8% Never 28% Within last two years or more 9% The proportion of respondents who indicated never having a wheel alignment performed declined from 28% in 2003 to 19% in Over the same period, do not know responses rose from 13% to 18%. 39

40 Nearly half of Canadian drivers are aware that it is optimal to check tire pressure when tires are cold. 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. TIRE CARE ATTITUDES & HABITS When is the best time to check tire pressure? - Aided When warm 17% When cold 44% Don't know 23% Either 16% 2009 When cold responses tended to increase consistently with respondent age, rising from 39.0% for year olds, to 58.6% for those aged 70 years or older. When warm 22% Don't know 27% Either 13% When cold 38%

41 TIRE CARE ATTITUDES & HABITS When asked to rate each factor, most respondents considered all areas very important. From 2003 to 2009, to improve fuel economy increased in importance, ranking fourth in 2003 versus second in Why is maintaining proper tire inflation important to you? Aided (average among those who feel it is important) Overall vehicle safety Improve fuel economy Longer tire life Improve handling Prevent tread separation (out of 5)

42 What would lead you to check your tire pressure? - Unaided TIRE CARE ATTITUDES & HABITS Tires looked low 53% 57% Noticed change in handling/steering 24% 30% Part of regular routine 21% 21% Someone else pointed it out 3% 18% A tire pressure monitoring system 2% 17% Time since last vehicle check/service 8% 6% Change in seasons 3% 6% Nothing/Don't know 6% 5% 2009 Other 4% 8% % 10% 20% 30% 40% 50% 60% Physical cues, such as the tire looking low or changes in handling/steering are the major motivators for getting consumers to check their tire pressure. 42

43 More than a quarter of drivers believe that the appropriate tire pressure is indicated on the tire sidewall. 52% of respondents know the correct location to reference recommended tire pressure (owner s manual or placard), compared to 38% in TIRE CARE ATTITUDES & HABITS How do you normally determine what pressure to set your tires? - Unaided Owner's manual Tire Sidewall Information Another person maintains the vehicle Placard in the vehicle Visually Other Don't know 3% 5% 9% 10% 14% 9% 12% 17% 16% 22% 20% 26% 31% 35% % 5% 10% 15% 20% 25% 30% 35% 40% 43

44 TIRE CARE ATTITUDES & HABITS How do you normally check your tires for proper inflation? - Unaided Using a personal air pressure gauge 59% 64% Using the gauge on service station air pump 13% 19% Visually Another person normally checks Waits for vehicle servicing 8% 9% 8% 6% 16% 15% Does not check Other 2% 1% 6% 7% % 10% 20% 30% 40% 50% 60% 70% Personal air pressure gauges stand alone as the most common means of checking tire pressure. 44

45 Physical cues most often determine when a consumer checks their tire inflation. 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. TIRE CARE ATTITUDES & HABITS When do you normally check your tires for proper inflation? - Aided Whenever they seem low When the car is serviced When preparing for a long trip Each change of seasons Never/Does not normally check 6% 4% 25% 24% 39% 43% 37% 57% 61% 69% Other Don't Know 3% 6% 4% 9% % 10% 20% 30% 40% 50% 60% 70% 80% 45

46 TIRE CARE ATTITUDES & HABITS How often do you check your tires for proper inflation? - Unaided In 2009, 30% of respondents indicated that they check their tires for proper inflation at least once a month, the RAC s recommended interval. 60% 50% 40% 30% 30% 39% 49% 46% In 2003, 39% of drivers indicated that they were within this range. 20% 10% 12% 3% 7% 7% 2% 2% 3% 2% 0% Once a month or more frequently Every 2 to 6 months Every 7 to 11 months About yearly Every 2 to 3 years Don't know/not stated 46

47 Considering that 30% of respondents report that they check their tire inflation every month or more often, it is no surprise that many do not believe they should do so more frequently. Regardless, there is opportunity for increased consumer education. TIRE CARE ATTITUDES & HABITS Reasons for not checking inflation more regularly - Unaided Can't be bothered Didn't know I should It's a waste of time/not necessary It doesn't change that much Don't know how Too dirty Too difficult 3% 1% 3% 1% 4% 5% 9% 12% 23% 22% 23% 21% 28% 31% Other Don't know 6% 6% 6% 18% % 5% 10% 15% 20% 25% 30% 35% 47

48 More than half of drivers surveyed indicated that a notice on the gas pump would be a good way to inform consumers of the importance of proper tire inflation. TIRE CARE ATTITUDES & HABITS How do you think the industry and/or Government should inform consumers about the importance of maintaining proper tire pressure? - Aided Notice on the gas pump 55% 54% 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. Advertising campaign Public service announcements During traffic reports With tire clinics By mail Other Don't know 30% 30% 27% 23% 24% 14% 17% 13% 3% 9% 2% 4% 47% 50% % 20% 40% 60% 80% 48

49 Are your tires inflated with nitrogen? TIRE CARE ATTITUDES & HABITS Green Valve Caps on Tire Valve Stems No 77% No 93% Yes 6% Don't know 17% Yes 7% 6% of consumers indicated that they have nitrogen inflated tires. This corresponds with actual readings, indicating that those who have nitrogen in their tires are generally aware of it. 49

50 TIRE CARE ATTITUDES & HABITS In 2007, the U.S. government mandated TPMS to come standard on all new light vehicles. This requirement was phased in, with 70% of the total fleet required to come equipped with TPMS in While Transport Canada has yet to adopt such a policy, most technology and features are commonly shared between vehicles within the two markets, thus increasing TPMS proliferation in Canada as well. No 75% Is your vehicle equipped with a Tire Pressure Monitoring System? Yes 14% Don't Know 11% 50

51 Awareness of Location of Tire Placard/Sticker Including those who said that they knew where the Placard was, but could not locate it when asked to, 70% of respondents did not know where to find the Placard for their vehicle, or even that such a thing exists. 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. Aware of location 30% Said aware but wrong 11% TIRE CARE ATTITUDES & HABITS Said aware but wrong 6% Not aware of location 55% Not aware of location 59% Aware of location 39% 51

52 Use of Placard/Sticker to Determine Correct Tire Information if aware of location Among the 30% of consumers who know where the placard/sticker is located, 61% have actually referenced it to determine correct tire information. Have not used 36% TIRE CARE ATTITUDES & HABITS Don't know 3% 2009 Don't know 3% Have used 61% Have not used 35% 2003 Have used 62% 52

53 OPINIONS ON AGGRESSIVE DRIVING & FUEL ECONOMY Canadians consider jackrabbit starts and speeding to have the greatest impact on reducing fuel efficiency. Average Rating of Aggressive Driving Practices as they Affect Fuel Economy (out of 5) Jackrabbit Starts 4.45 Speeding 4.42 Habitual late braking 4.19 Fast and hard cornering Consistently weaving through traffic Following too closely

54 OPINIONS ON AGGRESSIVE DRIVING & FUEL ECONOMY The Influence of Jackrabbit Starts on Fuel Economy rating: 1 to 5 CANADA Vancouver Calgary Winnipeg Toronto Sherbrooke Fredericton 5 - Very Influential 4 63% 67% 49% 40% 80% 76% 67% 3 27% 40% No Influence 24% 9% 24% 16% 15% 15% 12% 7% 6% 3% 4% 6% 4% 1% 3% 2% 1% 2% 1% 1% 3% 27% 5% 1% 54

55 OPINIONS ON AGGRESSIVE DRIVING & FUEL ECONOMY The Influence of Speeding on Fuel Economy rating: 1 to 5 CANADA Vancouver Calgary Winnipeg Toronto Sherbrooke Fredericton 5 - Very Influential 42% 35% 4 61% 59% 85% 69% 73% 3 33% 47% No Influence 27% 30% 8% 7% 3% 2% 2% 2% 15% 6% 4% 19% 13% 9% 7% 4% 3% 4% 2% 3% 2% 25% 2% 55

56 OPINIONS ON AGGRESSIVE DRIVING & FUEL ECONOMY The Influence of Habitual Late Braking on Fuel Economy rating: 1 to 5 CANADA Vancouver Calgary Winnipeg Toronto Sherbrooke Fredericton 5 - Very Influential 4 52% 53% 37% 32% 75% 65% 48% 3 29% 40% No Influence 26% 30% 20% 19% 14% 10% 9% 5% 2% 4% 4% 4% 5% 3% 15% 6% 24% 19% 17% 10% 9% 2% 3% 2% 3% 3% 56

57 OPINIONS ON AGGRESSIVE DRIVING & FUEL ECONOMY The Influence of Fast and Hard Cornering on Fuel Economy rating: 1 to 5 CANADA Vancouver Calgary Winnipeg Toronto Sherbrooke Fredericton 5 - Very Influential 47% 45% 34% 29% 40% 49% % 39% 86% 21% 25% 30% 23% No Influence 18% 18% 7% 5% 3% 2% 25% 22% 21% 10% 10% 6% 10% 4% 4% 3% 7% 1% 19% 8% 1% 57

58 OPINIONS ON AGGRESSIVE DRIVING & FUEL ECONOMY The Influence of Consistently Weaving Through Traffic on Fuel Economy rating: 1 to 5 CANADA Vancouver Calgary Winnipeg Toronto Sherbrooke Fredericton 5 - Very Influential 41% 39% 24% 25% 40% 43% 4 25% 72% % 30% 30% 42% 19% 12% 29% 1 - No Influence 20% 21% 8% 5% 6% 5% 12% 9% 24% 12% 8% 6% 5% 3% 3% 14% 15% 22% 4% 2% 58

59 OPINIONS ON AGGRESSIVE DRIVING & FUEL ECONOMY The Influence of Following too Closely on Fuel Economy rating: 1 to 5 CANADA Vancouver Calgary Winnipeg Toronto Sherbrooke Fredericton 5 - Very Influential 40% 35% 20% 23% 41% 4 17% 64% 59% 3 27% 26% 35% 42% 35% No Influence 20% 14% 17% 17% 9% 10% 7% 12% 8% 10% 11% 11% 7% 15% 29% 2% 6% 18% 3% 4% 3% 3% 59

60 OPINIONS ON TIRE RECYCLING Awareness of Provincial Scrap Tire Collection and Recycling System Vancouver Calgary Winnipeg Toronto Sherbrooke Fredericton 66.2% 78.1% 81.2% AWARE 43.1% 41.7% 37.9% AVG: 58.0% 21.9% 18.8% NOT AWARE 56.9% 33.8% 58.3% 62.1% AVG: 42.0% 60

61 OPINIONS ON TIRE RECYCLING Satisfaction with the Manner in which Scrap Tires are Managed rating: 1 to 5 CANADA Vancouver Calgary Winnipeg Toronto Sherbrooke Fredericton 5 - Very Satisfied 33% 26% 16% % 28% 39% 46% 69% 54% 87% Very Unsatisfied 29% 15% 34% 26% 30% 1% 4% 5% 6% 7% 1% 2% 27% 4% 34% 10% 1% 1% 9% 4% 61

62 OPINIONS ON TIRE RECYCLING Awareness that Recycling Fee is Charged when Purchasing New Tires Vancouver Calgary Winnipeg Toronto Sherbrooke Fredericton 77.1% 77.1% 81.8% AVG: 66.0% AWARE 54.9% 54.4% 51.5% NOT AWARE 22.9% 22.9% 18.2% AVG: 34.0% 45.1% 45.6% 48.5% 62

63 OPINIONS ON TIRE RECYCLING Level of Support for the Fee that is Charged on New Tires (to finance recycling of scrap tires) rating: 1 to 5 CANADA Vancouver Calgary Winnipeg Toronto Sherbrooke Fredericton 5 - Fully Support 18% 41% 41% 4 55% 34% 64% 65% 3 24% 34% 88% 2 24% 27% 1 - Do Not Support 23% 14% 12% 3% 6% 6% 5% 5% 6% 6% 15% 28% 24% 7% 5% 8% 3% 2% 1% 2% 2% 63

64 OPINIONS ON TIRE RECYCLING Satisfaction with What Happens to Tires when they are Scrapped CANADA Vancouver Calgary Winnipeg Toronto Sherbrooke Fredericton Scrap Tires are Being Recycled Responsibly 51% 34% 2% 59% 44% 31% 1% 64% 73% Do Not Approve of Recycling Options Being Taken Don't Know/ Don't Care 3% 46% 65% 6% 35% 7% 50% 68% 4% 32% 25% 1% 64

65 OPINIONS ON TIRE RECYCLING The recycling of scrap tires to make new rubber products is ranked most desirable among Canadian consumers. Average Desirability of Methods to Recycle Tires Aided (out of 5) Using scrap tires to make new rubber products 4.44 Using crumb rubber to make sport surfacing or playground material Using crumb rubber as an additive in asphalt Using tire shred material as light weight fill in civil engineering projects Use of scrap tires as fuel (assuming proper environmental emission controls)

66 OPINIONS ON TIRE RECYCLING Desirability of Using Scrap Tires to Make New Rubber Products rating: 1 to 5 CANADA Vancouver Calgary Winnipeg Toronto Sherbrooke Fredericton 5 - Very Desirable 29% 44% % 59% 41% 88% 70% 79% Not at All Desirable 33% 25% 30% 22% 19% 15% 20% 9% 7% 5% 5% 9% 6% 3% 3% 1% 3% 1% 1% 1% 3% 3% 1% 1% 1% 66

67 OPINIONS ON TIRE RECYCLING Desirability of Using Crumb Rubber to Make Sport Surfacing or Playground Material rating: 1 to 5 CANADA Vancouver Calgary Winnipeg Toronto Sherbrooke Fredericton 5 - Very Desirable 24% 44% 4 58% 63% 75% 64% 75% 3 45% 26% Not at All Desirable 25% 25% 19% 23% 11% 8% 4% 2% 8% 5% 3% 2% 3% 3% 10% 5% 7% 3% 21% 9% 4% 3% 24% 1% 67

68 OPINIONS ON TIRE RECYCLING Desirability of Using Crumb Rubber as an Additive in Asphalt rating: 1 to 5 CANADA Vancouver Calgary Winnipeg Toronto Sherbrooke Fredericton 5 - Very Desirable 24% 4 53% 47% 51% 60% 59% 3 42% 79% Not at All Desirable 35% 29% 31% 25% 28% 26% 12% 13% 13% 15% 8% 8% 4% 4% 4% 6% 3% 4% 1% 4% 2% 1% 2% 2% 2% 3% 1% 68

69 OPINIONS ON TIRE RECYCLING Desirability of Using Tire Shred Material as Light Weight Fill in Civil Engineering Projects rating: 1 to 5 CANADA Vancouver Calgary Winnipeg Toronto Sherbrooke Fredericton 5 - Very Desirable 4 47% 42% 32% 25% 70% 48% 64% 3 40% 46% 2 34% 39% 37% 1 - Not at All Desirable 12% 13% 3% 4% 11% 20% 22% 6% 3% 4% 4% 11% 2% 3% 3% 2% 8% 5% 2% 30% 5% 1% 69

70 OPINIONS ON TIRE RECYCLING Desirability of Using Scrap Tires as Fuel (assuming proper environmental controls in place) rating: 1 to 5 CANADA Vancouver Calgary Winnipeg Toronto Sherbrooke Fredericton 5 - Very Desirable 4 47% 40% 42% 28% 39% 50% Not at All Desirable 36% 24% 23% 29% 13% 13% 15% 24% 13% 7% 7% 5% 9% 10% 8% 7% 82% 9% 4% 1% 3% 16% 13% 14% 18% 27% 11% 4% 8% 70