McLaren has decided to enter the world of golf, and to do so in grand style. Meanwhile, a new brand has been born, McLaren Golf, officially launched on Wednesday, April 29. The British company, which has won 23 Formula One World Championships, issued a statement stating that the project’s goal is to “extend McLaren’s DNA” into this new universe as well. The first to experience the brand’s new products, which has started producing sets of clubs, is Justin Rose. Who, besides being a golf legend (he won the US Open in 2013 and the Olympic gold in Rio 2016), is also a partner and investor in the new project. The first test for McLaren clubs will take place at the Cadillac Championship in Miami, the next event on the PGA Tour.
The entry of a company like McLaren, not traditionally linked to this discipline, into golf is already a huge news in itself. Entering the world of club production is, in fact, incredibly difficult. About 90% of the market is controlled by five historic companies (TaylorMade, Callaway, Ping, Titleist, and Cobra). Alongside these, there are others trying to make their mark, including Mizuno, Wilson, Srixon, and Cleveland. All this means that McLaren has decided to face strong competition. However, the British company seems determined to focus on product quality and high engineering capability. McLaren-branded club sets will indeed be among the most expensive on the market, as they will exceed the (average) price of 400 euros per piece. Therefore, nearly 3000 euros will be needed for a traditional set of seven irons. A figure significantly higher than that of high-end sets from competing brands. Justin Rose, however, has no doubts: trusting McLaren is the best choice. “They want to be the best,” said the English golfer. “Their intention is to operate in the high-end segment and the goal is to create a truly exceptional product.”
For McLaren, as mentioned, it will not be easy to break into the world of golf. Over time, other giants, such as Nike, have tried to enter the sector and then had to abandon it. The American company, once a sponsor of Tiger Woods, stopped producing clubs in 2016 due to a drop in sales and focused solely on technical apparel. Another difficulty for McLaren is related to the fact that, generally, it is hard to convince amateur golfers to change brands and abandon their clubs. Especially if the alternatives offered, as in their case, are quite expensive.