idea studies
Helping to “Discover The Drive”
There are three golf car companies that control 98% of the fleet market at the 16,000+ golf courses in the U.S. Over the last five years, Burris has been instrumental in working with two of them to introduce all-new vehicles.
Situation
1
The fleet golf car at most of America’s 16,000+ golf courses is generally considered a commodity. “Two bags and two seats for two golfers” is the typical requirement.
2
Club Car (IR) and E-Z-GO (Textron) are the market leaders, with 42% and 40% market share, respectively. Yamaha’s success with its gas car has been greater than that of its electric, but the company’s electric car has been highly regarded by testers for more than 10 years.
3
A Club Car engineer once told us that the Yamaha electric golf car—as well as the gas car—were probably superior to anything in the market. But a lackluster distribution channel and an inconsistent marketing effort have hampered the brand’s competitiveness. In addition, when a brand lags so far behind, it’s often not known well enough to be accepted as a market force.