When parents divorce, they tell the kids that it’s for the better, and they’re doing it for the kids — everyone will be happier. Usually that ends up with the children paying for extensive sessions of therapy well into their adulthood. In this case, splitting up is better for everyone.
The split we’re talking about is the Powerbilt Air Force One, the nitrogen charged budget driver that was surprisingly good — we reviewed it a while back. Air Force One will be going its own way continuing to work with Hillerich & Bradsby under a licensing agreement, and, as of writing this, the Powerbilt site is no longer operational.
Powerbilt CEO Ross Kvinge on the logic behind the move:
“Our goal is to focus on getting the word out and to improve our distribution so we can reach our customers interested in trying our patented technology. We have proven technology that all levels of golfers have shown an interest in and we just need to improve on reaching them.”
“I feel this is a strong move for the Air Force One brand and the Nitrogen Charged Technology. In the past we had a broad range of products from recreational to premium. This confused the consumer as to who we are and what our goals were. We have seen this in the past with the likes of MacGregor, Spalding/Top Flite and even today with Wilson and TaylorMade with the Adams Brand.”
The confused consumer is the bottom line here. We can only imagine that the surprising success and capability of the AFO driver compared to their bargain basement sets — a full men’s set complete with bag could be had for the same price as the AFO — made it a little unclear if they wanted to be a hack-and-whack recreational company or a premium golf brand. Add the fact that they had an MMA fighter as a spokesperson for a golf company . . . yeah, confused is an adequate word.
Air Force One has a new site, AFOGolf.com, and it looks like they’re getting rid of their full-bag starter sets. If they can condense their lineup so that their premium equipment is more clearly identifiable, consumers will look at them more seriously. The prior organization made it look as if they just got lucky with the AFO driver, if we’re being honest . . . that wasn’t the case, but public opinion is what drives success in the equipment business.
Air Force One will be reintroducing the DFX drivers, and in February, they will launch a new Air Foil fairway wood and two new iron sets.
They did this for the kids.