They all need to move to this. Jack Nicklaus played the same 3 wood for 30 years. We don't need new drivers every year
šØ Little bit of golf industry newsā¦
TaylorMade is pivoting from its current 12-month product cycle to a new 24-month one.
In other words, there wonāt be a new driver from them next January. Theyāll now be releasing a new one every other year.
The decision has been made for a number of reasons, including (but not limited to):
1.
The success of Qi4D
The immediate and almost unanimous validation of the current line has created what TaylorMade is calling āa new marketplace opportunityā. Basically, they want to give a seriously high-performing product more time to shine. Any why not?
2.
More meaningful leaps in innovation
A longer development runaway will allow TaylorMadeās R&D team the bandwidth to come up with genuinely meaningful, noticeable and significant performance leaps, as opposed to the current trend of incremental upgrades ("this driver goes one yard further" etc).
3.
Fitter mastery is a thing
Longer product lifecycles will create a platform for better education, fitter feedback and recommendations. āEvery chef has a favourite knifeā and all that.
4.
More time for golfers to fall in love
TaylorMade wants you to "trust and love" their products. They understand that the best route to achieving this comes from familiarity. Theyāve seen historical success in longer adoption curves for irons, putters and wedges. Now, they want to bring that to the longest end of the bag.
My tuppence
This is a smart, shrewd move. When you have a product as high-performing as Qi4D, why wouldnāt you keep in the spotlight for longer?
TaylorMade, perhaps more than any other OEM, has also been widely criticised for bringing out new drivers every year. This decision should be warmly received by consumers, and ought to put lots of credit in their bank.
It will be fascinating to see whether other OEMs on a 12-month cycle follow suit