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QUÉBEC WINS THE TITLE OF WORST ROADS IN AMERICA
By Anne Bourgoin
For the second time, Nokian Tyres, a manufacturer of high-end tires, launched its Worst Roads in North America contest. Québec came out on top in the finals, ahead of Colorado. In 2021, Montréal won this unenviable title. The contest is meant to be fun, but the facts remain. A Canadian Automobile Association report published in 2021 highlighted that drivers in Québec spend an average of $258 per year on maintenance related to road conditions. This is the highest amount in Canada. More than twice the national average.
This fun marketing tool allows the manufacturer to raise awareness of its pothole protection program. Few people know about it, but if a Nokian Tyres tire is damaged beyond repair due to a road hazard, the company will replace it for free. A strong argument in Québec…
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