New figures reveal stark regional divide in Britain’s winter driving readiness

• New data from HiQ Tyres & Autocare reveals extremely low uptake of all season and winter tyres in several towns across the country

• The findings, published on the first day of winter, suggest some drivers may be underestimating the risks posed by winter weather

• Free winter health checks available at HiQ Tyres & Autocare centres nationwide to help drivers prepare for colder months

A new study from HiQ Tyres & Autocare has revealed a significant divide in winter preparedness across the United Kingdom, with figures uncovering an alarmingly low adoption of tyres designed for cold, wet and icy conditions in many towns and cities.

The study analysed tyre purchasing patterns across a nationwide sample of HiQ Tyres & Autocare centres, ranking towns by the proportion of all season and winter tyres sold throughout a one year period.*

At the bottom of the national ranking sits the city of Southampton, where only 0.3% of tyre sales were for all-season or winter products. In practical terms, this means just three in every 1,000 tyres fitted were designed for cold or icy conditions, leaving most vehicles poorly equipped for winter weather. This gives the Hampshire city the unwelcome distinction of being the least prepared in the country.

Northampton follows closely with an uptake of just 0.5% for winter or all season tyres, with the Cornish city of Truro only faring slightly better at 2%.This means that drivers in these areas may be entering the coldest months of the year with vehicles less suited to increasingly unpredictable and possibly dangerous road conditions. The lack of winter‑ready tyres in these towns represents a serious safety concern as motorists face the most hazardous driving months of the year.

Across the UK as a whole, the study found that on average only 9% of all tyre sales in this period were for winter or all season tyres, highlighting that while some areas are well-prepared, overall adoption across the country is low.

The data also reveals just how wide the gap is between the best and worst prepared towns. Haywards Heath in West Sussex holds the title as the best prepared town for winter, with one in three tyres sold this year (33%) in the town being winter or all‑season products. Henley‑on‑Thames in Oxfordshire follows at 25%, with Malvern, Worcestershire at 23%. This shows that uptake of winter‑ready tyres in the lowest‑ranking areas is more than one hundred times lower than in the highest.

“The start of December marks the beginning of meteorological winter, and we know that the months ahead bring the highest likelihood of cold snaps and ice,” explains Craig Sprigmore, Retail Director UK and Ireland, HiQ Tyres & Autocare. “Our data shows that some towns are not yet taking full advantage of the safety benefits offered by winter or all season tyres, which offer clear advantages such as improved grip, shorter braking distances, and better handling in cold and wet weather. It is vital that drivers ensure their vehicles are prepared for the conditions they could face.”

Encouraging drivers to prepare for winter weather

Equipping all season or winter tyres is not mandatory in the United Kingdom, unlike in many parts of Europe. As a result, drivers can legally use summer tyres in winter conditions, although these are not designed to perform at their best in low temperatures. This often leaves vehicles with reduced grip and longer stopping distances when roads are at their most treacherous.

HiQ Tyres & Autocare is therefore encouraging drivers to take advantage of free winter health checks available at its centres nationwide. These checks assess tyre condition, tread depth, and vehicle readiness, and provide drivers with expert guidance on the best tyres for their car or the seasonal weather conditions.

Sprigmore added: “Now is the time for drivers to act to make sure they are prepared for safe driving through the cold months ahead. Simple precautions taken now can make a real difference in keeping journeys safe and stress free for all drivers on our roads. We strongly encourage drivers to visit their local HiQ Tyres & Autocare centre to take advantage of a free winter health check and for expert advice on the benefits of equipping all season and winter tyres.”

HiQ Tyres & Autocare operates more than 190 autocentres nationwide, each offering car-servicing and maintenance for a wide range of vehicles. Backed by Goodyear, it is renowned for its professional and seamless customer experience.