CANADIAN TIRE CORPORATION, LIMITED 
By Taking the lead in envisioning a future of safer winter driving
TORONTO, Nov. 7, 2013/CNW/ - What if you could see cold before you stepped outside and felt it? Canadian Tire is partnering with leading rubber Research & Development organization, ARTIS, to develop a temperature-sensitive, colour-change all-season concept tire. The concept tire is designed with a white rubber sidewall strip that, using a thermochromic formulation, changes colour from white to a vivid blue at 7°C; the point at which you should consider changing to winter tires.
Many Canadian drivers believe their cars don't need to be winter-ready until the first snowfall. It is a widely accepted practice that the best time to switch to winter tires is when temperatures drop to below 7°C - which may be well before the first snowfall - but, according to a 2013 in-house study commissioned by Canadian Tire, 80% of Canadians were surprised to learn of this phenomenon as an indicator for change. Creating a visual to help promote safe driving in winter, which isn't just about snow, was the push behind the creation of the concept tire.
It comes down to the science behind tires - since rubber is sensitive to temperature each tire is designed to be season-specific. At a certain point, rubber becomes hard, and for all-season tires, this happens at a much warmer temperature than their winter counterparts. This can cause all-season tires to lose elasticity and provide less traction even on wet roads, whereas winter tires remain flexible to grip all road conditions.
"With over 90 years of experience in Canadian winters, we understand the unique challenges that drivers face on winter roads across the country," said Melissa Arbour, Senior Category Business Manager, Tires, Wheels and Accessories, Canadian Tire Corporation, Limited. "As with innovations like this concept tire, we continually search for the most advanced winter driving products to provide Canadian drivers with peace of mind and help to make sure families reach their destinations safely."
The concept tire was developed through the creation of a colour-changing rubber inspired by the cold-activated colour-change products available on the market. The tire uses a similar thermochromic technology in order to change colours and become a visual indicator that the temperature has changed to 7°C - the point where drivers should consider switching to winter tires.
Commissioned by Canadian Tire, development of the concept tire was led by Dr. Joe Hallettof ARTIS, an independent organization based in the UK that specializes in the testing, analysis, development and recycling of rubber materials. With extensive experience in formulating innovative rubber solutions, including those for tires, the partnership was a perfect match.
"Our team at ARTIS took a particular interest in this project as it presented an idea we believe no one had considered before Canadian Tire," stated Dr. Joe Hallett, Commercial Manager, ARTIS. "Canadian Tire is one of few leaders in delivering the message of winter driving safety. As a father of young children, I share their desire to communicate how important it is to use winter tires. Through an extensive Research & Development process, we have created a concept that could help to change our thinking."
Until concept becomes reality, there are several steps Canadians can take to help ensure their safety on winter roads:
- Install a set of four winter tires. In addition to their rubber, winter tires have a specially designed tread to improve braking and handling, providing up to 50 per cent more traction than all-season tires.
- Keep your vision clear. Once it's cold, replace damaged wiper blades with winter wiper blades designed to handle cold and icy conditions. Replace dull headlights, and switch to a washer fluid with de-icer to help withstand freezing temperatures up to -49 degrees Celsius. Keep a quality snowbrush in your vehicle.
- Checking your battery health before winter arrives. Cold temperatures affect the chemical process inside the battery that produces and stores electricity, effectively slowing it down and reducing the battery's ability to hold the charge. The average life of a battery is five years; batteries more than three years old should get tested annually. A battery test at your local Canadian Tire service centre helps to prevents drivers from becoming stranded.
- Stock vehicles with an automotive safety kit for additional assurance in case of an emergency.
To view a video on the development of the Canadian Tire temperature-sensitive concept tire, please visit: http://www.youtube.com/watch?v=g3xqU8OWaDQ
ABOUT CANADIAN TIRE
Canadian Tire Corporation, Limited (TSX:CTC.A) (TSX:CTC) is a Family of Companies that includes Canadian Tire Retail, PartSource, Gas+, FGL Sports (Sport Chek, Hockey Experts, Sports Experts, National Sports, Intersport, Pro Hockey Life and Atmosphere), Mark's and Canadian Tire Financial Services. With nearly 1,700 retail and gasoline outlets from coast-to-coast, our primary retail business categories - Automotive, Living, Fixing, Playing and Apparel - are supported and strengthened by our Financial Services division and CT REIT. Over 85,000 people are employed across the Canadian Tire enterprise, which was founded in 1922 and remains one of Canada'smost recognized and trusted brands. For more information, visit Corp.CanadianTire.ca.
About ARTIS
ARTIS is an independent material consultancy specializing in the testing, analysis, development and recycling of rubber materials. With considerable experience in the rubber industry, having formed from the Research and Development department of Avon Rubber Plc., they also have the ability to test and develop a range of other materials. Launched as an independent testing laboratory in 2007, ARTIS has a wide selection of equipment to enable an extensive range of rubber testing and analysis to be carried out. A comprehensive knowledge of a range of rubber materials also enables the development of compounds for specific applications. ARTIS also has a long history and extensive library of automotive formulations developed to meet evolving industrial specifications, with extensive experience in formulating innovative rubber solutions, including those for tires, coolant hoses and more.
Download B-Roll related to this story: http://cnw.pathfireondemand.com/viewpackage.action?packageid=743
SOURCE CANADIAN TIRE CORPORATION, LIMITED
Video with caption: "Video: Canadian Tire partnered with leading rubber R&D organization, ARTIS, to develop a temperature-sensitive, colour-change all-season concept tire. The thermochromic concept tire changes colour from white to vivid blue at 7°C, the point when you should consider changing to winter tires.". Video available at: http://stream1.newswire.ca/cgi-bin/playback.cgi?file=20131107_C5423_VIDEO_EN_33137.mp4&posterurl=http://photos.newswire.ca/images/20131107_C5423_PHOTO_EN_33137.jpg&clientName=CANADIAN%20TIRE%20CORPORATION%2C%20LIMITED&caption=Video%3A%20Canadian%20Tire%20partnered%20with%20leading%20rubber%20R%26D%20organization%2C%20ARTIS%2C%20to%20develop%20a%20temperature%2Dsensitive%2C%20colour%2Dchange%20all%2Dseason%20concept%20tire%2E%20The%20thermochromic%20concept%20tire%20changes%20colour%20from%20white%20to%20vivid%20blue%20at%207%26%23176%3BC%2C%20the%20point%20when%20you%20should%20consider%20changing%20to%20winter%20tires%2E&title=CANADIAN%20TIRE%20CORPORATION%2C%20LIMITED%20%2D%20Canadian%20Tire%20Introduces%20Temperature%2DSensitive%20Concept%20Tire%20Designed%20to%20Change%20Colour%20at%207%26%23176%3BC&headline=Canadian%20Tire%20Introduces%20Temperature%2DSensitive%20Concept%20Tire%20Designed%20to%20Change%20Colour%20at%207%26%23176%3BC
Image with caption: "Envisioning a future of safer winter driving, Canadian Tire partnered with leading rubber R&D organization, ARTIS, to develop a temperature-sensitive, colour-change all-season concept tire. Using a thermochromic formulation, the concept tire changes colour from white to a vivid blue at 7°C - the point at which you should consider changing to winter tires. (CNW Group/CANADIAN TIRE CORPORATION, LIMITED)". Image available at: http://photos.newswire.ca/images/download/20131107_C5423_PHOTO_EN_33125.jpg
For further information:
For further information, or for images and video, please contact:
Erin Voth
North Strategic
416-347-9698
erin.voth@northstrategic.com
Jessica Culp
Canadian Tire Corporation, Limited
416-480-8261
Jessica.Culp@cantire.com
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