Earlier this month TaylorMade debuted their first black driver since 2010, the limited edition
R1 Black. With it now available to the public this leaves us with just one question, what was all the fuss about white?
It is a decision many are questioning. Especially considering the lengths TaylorMade went to convincing us their research proved a white crown was the way forward. Frequently citing that the contrast of the white/black head was revolutionary in helping golfer’s to improve their alignment and aim.
Fast-forward three years and we’re wondering has TaylorMade totally abandoned this belief, going back to black for good?
The simple answer it seems is no. While the company still believes their white club heads are superior to other drivers in terms of innovation and design, they also have realised the importance of listening to their core customer base.
“For three years we have only made white drivers and have heard from a number of golfers who just prefer the look of black,” said President and CEO of TaylorMade, Mark King.
“Our commitment has always been to provide golfers with the best performing golf equipment. The R1 Black gives players who prefer that colour access to our industry leading technology.”
Like the original R1 in white, the limited edition black is the most adjustable club in TaylorMade’s history. Boasting 168 possible settings to complement an individual golfer’s swing from apex to launch. Optimising both distance and accuracy.
The R1 Black even has the same geometric pattern of the original white, although it is a bit difficult to see on the black-on-black club head.
For all their research three years ago it would seem TaylorMade underestimated a golfer’s commitment to style and look.
TaylorMade Golf’s Product Evangelist, Tom Kroll told Golf Digest, “There are some things that spur golfers on to buy golf equipment and the look of the golf club is probably the most emotional element. Those emotional responses you've got to pay attention to… It's more that we're tugging at a heartstring for the golfer so that when they set this thing down and look at it they've just got to have it.”
So have they been able to hit upon the market their white club heads have alienated? If the response from the professionals on Tour is anything to go by it appears they have.
PGA Tour players tested the R1 Black just before the FedEx St Jude Classic, at the beginning of June. The response overall was very positive and six players chose to play the new club at the tournament.
“All black is a little more my style,” remarked
Dustin Johnson.
Time will tell the effect this will have on TaylorMade. The company has said the R1 Black is a limited edition and only accounts for a small portion of all the drivers they have produced this year. But if the demand and emotion is there will TaylorMade be forced to listen it?
“If there's insatiable demand for something, we're not going to turn a blind eye to it,” says Kroll.
“But we still as a company strongly believe in the performance and technology of white and the contrast of a white crown with a black face and how it aids alignment and the entire aspect that white represents. I think we're definitely standing behind that. It's a part of our culture and people have come to associate TaylorMade with white.”
