Speed is coveted in golf equipment. Today, the industry received a dose of it from an unexpected source as racing and automotive giant McLaren announced the launch of McLaren Golf.
According to a company press release (which did not cite specific product intros beyond noting that its first products will be unveiled on 29 April), the company will be led by “a dedicated team of golf-industry experts and world-class engineering minds.”
“McLaren Golf is a high-end, engineering-led venture which goes beyond the equipment,” said Neil Howie, CEO of McLaren Golf. “We’re building a brand grounded in McLaren’s high-performance DNA and embedding it in a new sporting arena. We’ve hired some of the best minds in engineering. We have combined them with leading figures from the golf world to create an innovation-led company that pushes the limits of what golfers can expect from their equipment. We can’t wait to see our ambition come to life on the course this year.”
Golf equipment aficionados might recall that Porsche tried its hand at golf equipment in the late 1990s into the 2000s with metalwoods and forged blade irons. Although it collaborated with TaylorMade on some later designs. The premium clubs never took hold. Porsche got out of the hard goods business. It still has a presence in soft goods.
Whether McLaren can have more success is to be determined. The Rules of Golf covering equipment put a governor on performance. Established equipment brands such as Callaway, Ping, TaylorMade and Titleist dominate the market. Other players, such as Cobra, Mizuno, PXG, and Srixon, eat up even more market share. Still, McLaren is moving forward.
“McLaren has always turned technical excellence into extraordinary experiences,” said Nick Collins, CEO, McLaren Automotive. “We’re bringing that same philosophy and applying it to our new venture, McLaren Golf. We’re creating equipment that is beautifully engineered, meticulously refined and unmistakably McLaren.”
We shall see.