Equipment trendsDecember 16, 2015

The TaylorMade M1 driver is proving $500 drivers can be a success

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, says golf-research firm Golf Datatech. 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.

Related: This story was originally printed in our weekly e-magazine that covers the latest in equipment and style: Golf Digest Stix.

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