Two Years after its Introduction in the r7 quad, the Groundbreaking Technology is Available in Multiple Models of TaylorMade Drivers, Fairway Woods and Rescue Clubs
CARLSBAD, Calif. (March 31, 2006) – Nearly two years ago, Retief Goosen put a driver in play at the MCI Heritage that incorporated a revolutionary innovation that would change the metalwood landscape. The driver was the r7 quad and the innovation was Movable Weight Technology (MWTâ?¢), which allows players to change the CG location in the clubhead, and with it the launch conditions, via a simple-yet-elegant system of clubhead ports and changeable cartridges of differing weights.
MWT proved an instant hit among world class and recreational players alike. The r7 quad was the No. 1 driver model on the PGA Tour in 2004 (even though three months of the season had passed before the club was available) and 2005. So far in 2006 TaylorMade is the No. 1 brand of driver on the PGA Tour, European Tour, Champions Tour, Nationwide Tour and LPGA Tour.* On those tours, TaylorMade drivers with MWT (including the r7 quad and the new r7 425 driver) have easily outnumbered the total number of drivers (regardless of model) that have been put into play by the brands that ranked No. 2 at each respective event.**
Professional golfers aren’t only using MWT, they’re winning with it. Eighty-five professional golf tournaments around the world have been won by players using TaylorMade drivers that incorporate MWT, the most recent being the Bay Hill Invitational less than two weeks ago.
"On tour, many players reconfigure their MWT cartridges in response to course conditions or weather conditions, to try to increase their distance or control by promoting a higher or lower ball flight," said Keith Sbarbaro, TaylorMade’s vice president of tour operations for the PGA Tour. "Also, if a player decides to try out a new driver shaft or loft, we always experiment with different cartridge configurations to find out which work best with the club’s new makeup to promote maximum distance and accuracy."
Added Paul Loegering, a TaylorMade tour representative, "Many players that use MWT feel good knowing that they can adjust the club’s playing characteristics when they’re not swinging well. It gives them a sense of security."
"TaylorMade’s Movable Weight Technology has worked great for me," said Sergio Garcia, a member of TaylorMade-adidas’ Tour Staff who plays two clubs with MWT, the r7 425 TP driver and r7 TP 3-wood. "I really enjoy being able to change my ball flight by moving the differently weighted cartridges to different positions. Sometimes you have a day where your swing doesn’t feel quite right and you have trouble either fading the ball or turning it over. You can change the position of the cartridges to put more weight toward the heel or toe to make it easier to hit the draw or fade that you want. Or if conditions are windy, like it often is at the British Open, you can move more weight to the front of the driver to keep your trajectory down. It gives you a lot of options. And one of the beautiful things about it is that you can easily change it from day to day, depending on how you feel or what the playing conditions are like."
MWT has likewise proven enormously popular among recreational golfers. The r7 quad was the top-selling driver in the U.S. during the 15-month period spanning from its launch in June 2004 until August 2005.â? During the 21 months following the launch of the r7 quad, consumer awareness of MWT among core golfersâ? â? skyrocketed from 0% to 94%. "Not only is almost every core golfer aware of the technology," says Andrew Lasher, TaylorMade’s global manager of marketing intelligence, "but nearly nine out of 10 recognize TaylorMade as the leader in MWT.â? â? â? That’s a powerful statement."
Additionally, TaylorMade drivers are clearly perceived as the "hottest" on the market, boasting a consumer buzz score of more than twice that of the closest competitor according to proprietary research conducted last summer by the National Golf Foundation (NGF).
Extensive market research also indicates that nearly all r7 driver owners are using MWT for its intended purpose – to change the club’s center of gravity in order to dial in the launch conditions that work with their swing to promote longer distance and greater accuracy. A total of 764 golfers were surveyed in three waves, the first in April 2005 (11 months after the r7 quad was launched), the second in August 2005 and the third was just completed this month, March 2006. Among all 764, the percentage who have changed the configuration of their cartridges at least once ranged from 87 to 91%; the percentage who have reconfigured their cartridges on two or more occasions ranged from 75 to 78%; the percentage who have reconfigured their cartridges on four or more occasions remained consistent at 32% across all waves.
In terms of customer satisfaction, results of research conducted by TaylorMade and the Darrell Survey has indicated that among first-tier, premium-priced ($300 and above) drivers, the r7 quad’s ratings are among the top of its class in overall satisfaction, accuracy, distance, feel, sound, forgiveness and value.
"From a clubmaking perspective it’s extremely rewarding to develop an innovation like Movable Weight Technology," said Sean Toulon, TaylorMade’s executive vice president of product and brand creation. "But what’s most gratifying is knowing that golfers have grasped what it’s for and why it’s special, and that they’re making use of it to improve the quality of their shots. Yes, there were plenty of naysayers at the outset. It’s a great feeling to know that most of those naysayers have become followers."
* source: Darrell Survey (PGA, Champions, Nationwide and LPGA tours) and Sports Marketing Survey (European Tour) driver brand counts.
** source: Darrell Survey (PGA, Champions, Nationwide and LPGA tours) and Sports Marketing Survey (European Tour) driver model counts.
â? source: Golf Datatech / Dollar Market Share Report.
â? â? The NGF defines core golfers as golfers who play a minimum of eight-plus occasions per year and an average of 26 occasions overall, and who account for 91% of all rounds played and 87% of money spent on income and fees."
â? â? â? source: 2/2006 TMaG/NGF Proprietary Golf Consumer Tracking Research (wave 2)
About Taylor Made Golf Company, Inc. dba TaylorMade-adidas Golf Company
TaylorMade Golf has led the golf industry’s technological evolution since being founded in 1979. adidas Golf footwear and apparel is the choice of hundreds of professional golfers around the world. Consumers can find more information on TaylorMade-adidas Golf at (800) 888-CLUB or www.tmag.com, www.taylormadegolf.com, www.adidasgolf.com, www.maxfli.com or www.rossaputters.com.
Contact:
TaylorMade-adidas Golf
John Steinbach
Tel: 760.918.6330
eMail: john.steinbach@tmag.com
