BBC 4 recently broadcast a thought-provoking documentary that had some very useful insights for the golf industry: “Inside Bentley – A Great British Motor Car”?
It featured the thinking behind a £800 million investment in their latest model, the Bentayga: the fastest SUV ever built – a Bentley on steroids! It is the first time that they had developed an SUV. During its development it was essential that it sat perfectly in Bentley’s image, yet capable of winning-over future generations of customers. Clearly, they had recognised that, as the number of older customers diminished, (“the blazers” as they were referred to), the company needed to respond to the wants of younger generations.
– Step one demanded product development as identified.
– Step two importantly was the need to modernise their image at the point of sale. Hence the program saw the world’s oldest and largest Bentley dealer, Jack Barkley of Mayfair, having its interior stripped back and being replaced with sleek, new modern fittings and fixtures.
Bentley, an icon of British society, and Rolls Royce, have both recognised the need for change. So must the golf industry if it is to prosper in changing times and it too needs to take a similar two-step approach.
The first, updating the product: offering different forms of golf, e.g. speed or football golf, for example, and competitions that are more in tune with family life today. The second, going out of its way to promote a new image for the sport giving it a much-needed, wider appeal: particularly to the Millennials who are so different to the majority playing golf now but need to be captured for the future.
Food for thought for the New Year!