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PRICE UNCONSCIOUS

Golf Digest Stix…December 16, 2015


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It’s hard to forecast just what TaylorMade’s bullish first month of the M1 driver will mean for the company, but it has already shown the industry that a $500 driver can be a success. The M1 driver, fairway wood and hybrid accounted for one of every eight metalwoods sold in October, Golf Datatech says. You probably have to go back to 1995 and Callaway’s original Great Big Bertha to find the last time a driver that expensive has been the top seller. M1’s success raised the average selling price for drivers to nearly $300, about $30 higher than it has been any month this year and $40 higher than any month since 2006, according to Golf Datatech. M1’s debut was helped by its use on tour, including Jason Day and his win at the BMW Championship in September, the week the M1 was launched. It elevated October’s overall metalwood sales figures, too. Though overall unit sales were off by 8.4 percent compared to last October, sales in dollars were up 16.4 percent. —Mike Stachura