Canadian Tire review: Deceptive Automotive Tire Pricing on the Canadian Tire Website

Please consider this message to be a formal complaint and request for Canadian Tire to address what I think is misleading winter tire pricing on your website. My three goals in submitting this formal complaint are for Canadian Tire to:

1. Honour the online $162.99/tire price;

2. Sell me 4 x 235/65R18 Michelin X-Ice® SNOW Winter Tire For Passenger & CUV tires for $651.96 (plus taxes and Eco fees); and,

3. Stop their deceptive online tire pricing.

I searched the Canadian Tire website for 235/65R18 (size) winter tires. I found a few options, and extended the search for Michelin X-Ice SNOW Winter Tire for Passenger & CUV. The search provided me with pricing of $162.99/tire. This is a great price for that size, brand, and model of automotive tire. I confirmed that the search line (URL) included the tire size I was looking for and had not defaulted to some smaller tire that would sell for a cheaper price.

I then noticed that I was not given the option of ordering the tires online. The only option was to Book and Appointment Online. I went through this booking process to see if it would provide me with pricing for the tires and installation service. The booking process only confirmed a day/time/location appointment, with no pricing for the tires or installation service.

I then called the Deerfoot City Canadian Tire store (910 57 Ave NE, Calgary, AB T2E 9B7) directly and spoke to an Auto Centre Customer Service Representative (ACCSR). I told them my situation, and they told me that the Canadian Tire online tire pricing does not reflect the real cost of the tires. They told me that Canadian Tire's real price of 235-65/R18 Michelin X-Ice® SNOW Winter Tire For Passenger & CUV tires is $312/tire, plus GST and tire recycling fees. They further said that no matter what tire size a customer enters into Canadian Tire's online tire pricing website, the quoted price will always be for the smallest sized tire of that make and model. The ACCSR also said that Canadian Tire's online pricing approach ends up causing a lot of conflict at the Auto Centre, as customers come in to have their tires mounted and balanced, and only then discover that the tire prices are much higher than shown on the website.

They confirmed that many customers show their cell phones and the tire prices from Canadian Tire website and are angry that the in-store pricing (which in reality is the only pricing offered) is so much higher than what shows online. They were professional and a bit apologetic, but was also clear that the tire pricing information on the Canadian Tire website is misleading and wrong. There was nothing that they could do.

I then called into the national Canadian Tire customer service telephone number [protected]) to explain the situation and ask if they could do anything about it. I first spoke to a Canadian Tire Customer Service Representative (CSR) and told them about the current situation. They replicated my search, and ended up with the same price ($162.99/tire). They then told me that there was a Canadian Tire website error that resulted in:

1. Inaccurate pricing being shown;

2. No data on availability by location;

3. No indication of extra costs (i.e. GST and tire recycling Eco fee); and,

4. No purchase link to the check-out cart.

I asked if the CSR could contact the Deerfoot City store and arrange for me to buy 4 tires at $162.99/tire plus taxes and fees. The CSR said that this was not possible, and then offered me a $40 gift card for my inconvenience. I indicated that this was insufficient, as the gift card amounted to $10/tire, when the online-store price difference was $149/tire.

The CSR then offered to transfer my call to a Canadian Tire CSR Supervisor (CSRS).

The Canadian Tire CSRS told me that:

1. There was a website error that has been reported;

2. The online price was incorrect; and,

3. They could give me an $80 gift card for my inconvenience.

The Canadian Tire CSRS also told me that the correct tire price could be found online if I initiated a search using the Canadian Tire product number (which is not available on the external consumer website). I told the CSRS that:

1. Searching by product number is not an appropriate solution when the product number is not readily available to consumers using the Canadian Tire website;

2. There was no website error;

3. The search line (URL) included the tire size I was searching for;

4. The online:store price difference of $149/tire appeared to be a well-established and on-going Canadian Tire pricing strategy;

5. The price differential felt like a Bait and Switch scheme;

6. An $80 give card (equivalent to $20/tire) was insufficient; and,

7. I wanted Canadian Tire to honour the online price of $162.99/tire and sell me the 4 tires for $651.96 (plus taxes and fees).

The CSRS said there was nothing else that could be done. I told the CSRS that I was going to report Canadian Tire to CBC GoPublic and to the Alberta’s Consumer Investigations Unit (CIU). The CSRS responded only by asking for my address so that an $80 gift card could be mailed to me.

So, now I am Canadian Tire Customer Complaints. While the above situation describes only my experience, I believe that hundreds or thousands of Canadians are subject to Canadian Tire's deceptive Bait and Switch online tire pricing strategy.

I am asking you to please intervene on my behalf and have Canadian tire:

1. Honour the online $162.99/tire price;

2. Sell me 4 x 235/65R18 Michelin X-Ice® SNOW Winter Tire For Passenger & CUV tires for $651.96 (plus taxes and Eco fees); and,

3. Stop their deceptive online tire pricing.

Thank you for your consideration. Please contact me if you have any questions regarding my request. I look forward to your response.

Yours truly,

Ted Haney

55 MacEwan Park Circle NW

Calgary, Alberta T3K 4A2

Cell: [protected]

Email: [protected]@tedhaney.ca

 

Support Documentation

Canadian Tire Website Search Process and Results

Search Method 1

1. I went to the Canadian Tire Website;

2. Searched Winter Tires, using the In Stock At My Store filter; and,

3. Clicked on Michelin X-Ice® SNOW Winter Tire For Passenger & CUV, showing a price of $162.99/tire (and an Instant Rebate).

Please note that the tire size I was pricing is included in the URL line (see below). This means that my pricing request associated with a specific size and brand - not just a generic search.

Search Method 2

1. I went to the Canadian Tire Website;

2. Searched Michelin X-Ice® SNOW Winter Tire For Passenger & CUV, 235/65R18 showing 3 tire options:

a. Michelin X-Ice® SNOW Winter Tire For Passenger & CUV showing a price of $162.99 each (and a $150 Rebate on purchase of set of 4 tires);

b. Searched Michelin X-Ice® SNOW SUV Winter Tire For Passenger & CUV showing a price of $231.99 each (and a $150 Rebate on purchase of set of 4 tires); and,

c. Michelin X-Ice® North 4 Studded Winter Tire For Passenger & CUV showing a price of $185.99 each;

3. Clicked on Michelin X-Ice® SNOW Winter Tire For Passenger & CUV showing a price of $162.99/tire (and an Instant Rebate).

Please note that the tire size I was pricing is embedded in the search line URL (see below). This means that my pricing request remained associated with a specific size and brand - not just a generic search. Neither search method would let me put 4 tires in the online purchase cart. Instead, there was a link to "Book Appointment Online."

Book Appointment Online

1. Saw the "green" Book Appointment Online link from the order page;

2. Clicked Book Appointment Online link to see if it would allow me to order the tires I wanted;

3. Clicked New Tire Installation and Balancing option;

4. Selected a Date and Time (18Sep2023, 2:00PM) and Entered Contact Information;

5. Review Booking Request; and,

6. Confirm Booking - No indication that the tire price is much higher in store!

I was offered on online survey by Canadian Tire before leaving their website.

I entered the following response:

My online search for 235/65R18 winter tires (Michelin X Ice Passenger CUV) offered pricing of $162.99/tire. An instant rebate was also indicated. I double checked, and the search line (URL) included a reference to the tire size I was searching (not a generic search). The only option given to me was to Book an Appointment Online. I could not purchase the tires online.

I called the store and was told that the online pricing does not reflect the tire size requested, but always shows the price of the smallest available tire in the tire brand/type requested. The Auto Centre CSR (Deerfoot City, Calgary location) told me that the actual price is $312/tire - which is $149/tire more than offered online.

The CSR also told me that the "problem" with Canadian Tire's online tire pricing strategy ends up causing a lot of conflict at the Auto Centre when customers come in to have their tires installed and find out only then that the tire price is almost double the amount quoted online.

This is not a website error issue. This is an ongoing problem that is created by Canadian Tire's online tire pricing strategy.

I want Canadian Tire to do 2 things:

1. Honour the online price for my 235/65R18 Michelin X Ice tires; and,

2. Change your deceptive online tire pricing to one that is transparent and ethical.

Response requested.

Ted Haney

Cell: [protected]

Email: [protected]@tedhaney.ca

 

Screen Shots of Search Process

Search Method 1

Step 1: Canadian Tire Website

URL: https://www.canadiantire.ca/en.html

 

Step 2: Search Winter Tires (In Stock At My Store filter)

URL: https://www.canadiantire.ca/en/cat/automotive/tires-wheels/tires/winter-tires-DC0000417.html?automotive=true;count=40;experience=category;hideFacets=delivery_pickup_options%7Csku_application_part_terminology_group%7Csku_application_position;lang=en_CA;q1=*;q2=both;q6=DC0000417;q7=store_available;rq=winter+tires;store=419;x1=auto.vehicleType;x2=auto.application;x6=ast-id-level-4;x7=s.availability;page=1

Step 3: Click on Michelin X-Ice® SNOW Winter Tire For Passenger & CUV

URL: https://www.canadiantire.ca/en/pdp/michelin-x-ice-snow-winter-tire-for-passenger-cuv-0052089p.html?loc=plp&rq=winter%20tires

Search Method 2

Step 1: Canadian Tire Website

URL: https://www.canadiantire.ca/en.html

 

Step 2: Search Michelin X-Ice® SNOW Winter Tire For Passenger & CUV 235/65R18

URL: https://www.canadiantire.ca/en/search-results.html?q=Michelin%20X-Ice%C2%AE%20SNOW%20Winter%20Tire%20For%20Passenger%20%26%20CUV%2C%20235%2F65R18

Step 3: Click on Michelin X-Ice® SNOW Winter Tire For Passenger & CUV

URL: https://www.canadiantire.ca/en/pdp/michelin-x-ice-snow-winter-tire-for-passenger-cuv-0052089p.html?rq=Michelin%20X-Ice%C2%AE%20SNOW%20Winter%20Tire%20For%20Passenger%20&%20CUV,%20235/65R18#srp

Book Appointment Online

Step 1: Saw the Book Appointment Online "green" link from the search page

URL: https://www.canadiantire.ca/en/cat/automotive/tires-wheels/tires/winter-tires-DC0000417.html?rq=winter%20tires

Step 2: Clicked the Book Appointment Online "green" link from the search page

URL: https://www.canadiantire.ca/en/auto-appointment.html

Step 3: Clicked New Tire Installation and Balancing option

URL: https://www.canadiantire.ca/en/auto-appointment.html

Step 4: Selected a Date and Time (18Sep2023, 2:00PM) and Entered Contact Information

URL: https://www.canadiantire.ca/en/auto-appointment.html

Step 5: Review Booking Request

URL: https://www.canadiantire.ca/en/auto-appointment.html

Step 6: Confirm Booking - No indication that the tire price is much higher in store!

URL: https://www.canadiantire.ca/en/auto-appointment.html