The recently concluded PGA Show revealed what golf car manufacturers see as the coming market for personal transportation vehicles (PTVs). The revelations are clearly suggested in the vehicle models they chose to put on display in Orlando. Here are the takeaways:
- Virtually all new models are lithium-powered;
- Focus of new models is on PTVs, not fleet golf;
- All manufacturers show four front facing seating models;
- Automotive-type accessories are abundant;
- Safety features given prominence and aim at public road use;
- Styling improvements aim at neighborhood envy;
- Upstart brands, such as Tomberlin, Evolution, and Star, will give the Big Three *Club Car, E-Z-GO, and Yamaha a run for their money in the emerging personal mobility market;
- PTVs outgrow the PGA Show focus on golf.
If one could characterize the transition or trend of PTVs simply, it would be to say that the industry has moved away from personal transportation vehicles to personal mobility vehicles (PMVs). Golf car roots are still clearly visible, but there has been enough of a change in features, accessories, performance, and appearance to be able to say this is a new breed of vehicle.
Context of the current market: The supply-demand gap
The current market for golfcar-type vehicles is unprecedented. Manufacturers are backlogged on new orders from six-to-eight months, a combination of the supply chain disruption because of COVID, and the unexpected hyper-increase in demand over the 2020/2021 period. This market challenge is likely to continue well into 2022. The good news is that manufacturers have regained prepandemic production levels. Thus, given time, the demand/supply balance will be restored. (Of course, predicting the correction is the forecaster’s challenge.)
Implications of the resurgence of golfing
Another unexpected consequence of COVID has been the resurgence in the game of golf, with implications for fleet demand.
At an early morning press conference by E-Z-GO, which featured Textron Specialty Vehicle (TSV) CEO, Gunnar Kleveland, and Senior Vice President John Collins, media representatives were treated to an array of statistics, among them showing a significant increase in rounds played during 2021, as well as gains in new players, female participants, and non-Caucasian demographic groups.
Given this market context, let’s explore some of each of the above-listed takeaways in more detail:
Yamaha is last man standing in the full industry move to lithium
Yamaha is known to be conservative in its strategic product development. For example, the company promoted gas-powered vehicles, as its principal product line, even as its main competitors, Club Car and E-Z-GO put greater emphasis on their electric fleets. Yamaha introduced its Quietech™ EFI about two years ago, thinking that the major advantage of electric power was its quiet operation.
In a change of direction, Yamaha’s major announcement at the PGA Show was the introduction of its PowertechLi lithium battery and motor control system, now major components of its Drive2 fleet and PTV models. Although somewhat behind the earlier lithium introductions of E-Z-GO (the first) and Club Car, Yamaha made the jump to lithium with a 52-volt battery pack from Roypow. The company was quick to point out that its unique independent rear suspension is better suited for the lighter lithium battery than the more conventional leaf springs with hydraulic shock absorbers.
In addition to the Big Three, competitors Tomberlin, StarEV, Evolution, PilotCar, and Vantage have all turned to lithium for most of their models.
High-margin PTVs become the focus of the market
While the fleet market remains important for the Big Three, the vehicles on display at the PGA Show for all manufacturers clearly point to a focus on the higher margin PTV market. In fact, the fleet market, as the legacy market for the Big Three, could even be described as something of a burden. The fleet market, despite its renewed health and optimistic outlook, could presents problems for Club Car, E-Z-GO, and Yamaha, all of which must serve this legacy market. In the face of a supply crunch and order backlog, these companies are faced with difficult and on-going decisions with respect to the allocation of production resources between the fleet and PTV markets.
On the other hand, companies, such as Tomberlin, StarEV, Evolution, and ICON (which did not exhibit at the Show), that do not participate in the fleet market in any significant way, can concentrate on the PTV market and are likely to increase their market share over the next few years.
PTV upgrades in the spotlight
The following captures the salient upgrades and accessories for selected PTVs on exhibit at the Show:
Tomberlin E-Merge 4 Ghost Hawk—The Ghost Hawk was introduced in 2019 and upgrades have continued to the present. Because this four-front facing seat vehicle was specifically designed for use in neighborhoods and public roads, the safety features are critical. These include:
- Three point safety belts for all passengers. This is enabled by a frame-integrated front and rear roof supports, allowing three-point safety belts for passengers in the front and rear seats. This safety feature is ahead of similar vehicles which allow only lap-type safety belts (2-point) for the rear seats.
- Fully integrated rearview camera—while not yet a NHTSA requirement for LSV certification at this time, Tomberlin has jumped ahead of its competition with this feature;
- Electric power steering—an industry first;
- Lithium battery option—Tomberlin’s proprietary EVOLVE L210 lithium battery pack is an option on the Ghost Hawk and other Tomberlin models, thus aligning the company with what has become a universal industry trend;
- Dual back-up side mirrors with illuminated turn signal lights—clearly an automotive-type feature that enhance the turn signal-driver interface;
- Large, seven-inch LCD display, working in conjunction with the rearview camera and displays the odometer and speedometer;
- Four-wheel hydraulic brakes (front disk brakes, back drum brakes)—While not new, this important safety feature sets the Ghost Hawk apart from Club Car’s popular Onward
Along with a lifted frame, 14-inch wheels and some dazzling body paint choices, the E-Merge 4 had an impressive presence at this year’s PGA Show.
E-Z-GO Liberty—The Liberty marks E-Z-GO’s entry into the four, front-facing seats segment of the PTV market. The intention and market strategy relative to the Liberty is clear from the display of packages on the E-Z-GO website: “Party Package’, “Family Package”, and “Neighborhood Package”. All suggested packages relate to non-golf, operational purposes.
A key feature emphasized by E-Z-GO is the length of the vehicle, which is shorter than other brands of four, front-facing seating models. The Liberty is 106.5 inches, as compared, for example, to the Tomberlin E-Merge 4, the length of which is 132 inches. The shorter frame allows for greater stability, a smaller turn radius. and, of course, easier parking.
The Liberty is part of E-Z-GO’s ELITE lithium powertrain line-up, conforming to industry trends and a significant upgrade in the overall PTV market, where private ownership prevails.
An important takeaway from the introduction of the Liberty is that E-Z-GO–despite its press conference emphasizing the resurgence of the golf market and the company’s commitment to it – has its eye on the non-golf market for small, electric vehicles—that is to say, the PTV segment as part of the broader personal mobility market.
StarEV Sirius—The Sirius—specifically the Sirius 4—marks StarEV’s introduction of a four, front-facing seat seating model to their lineup. In addition to the Sirius 4, the product line includes the Capella 2, 2+2, and 4+2 configurations. Again the movement away from the golf market and a focus on the PTV/mobility market is in evidence. The Capella comes with a standard Trojan lead acid battery, but, as an option, consumers can choose from four different lithium battery power levels, ranging from 80 AH to 210 AH.
The Sirius 4, 4+2, 6, and 6+2 come with four-wheel hydraulic brakes. Four-wheel braking has become a standard upgrade over rear-wheel drum brakes, which are still prevalent in various PTV models.
The Sirius comes with a wide range of automotive-type accessories, including:
- A full LSV package;
- Bluetooth speakers;
- Digital LCD display;
- Emergency flashers and turn signals;
- High/low beam LED headlights;
- Daytime Running Lights;
- LED taillights;
- 10” DOT Radial Tires and Machined Black Honeycomb Rims.
The extensive lighting features equip the Sirius for night, as well as daytime driving. This is an important detail, not found in competitor vehicles. These automotive-type lighting features add an additional and important safety component to these vehicles.
Evolution D3—The D3, along with other Evolution models on display position Evolution as a serious contender for the PTV/LSV mobility market. Among the array of features listed below, special mentions can be made of the vehicle’s electric power steering feature. (Note: The Tomberlin Ghost Hawk also has electric power steering but described here because of the extensive explanation contained in the Evolution literature).
D3’s Electric Power Steering (EPS) eliminates the need for a power steering pump, hoses, hydraulic fluids, and a drive belt and pulley on the engine. As a result, electric power steering is energy efficient and environmentally compatible – while offering extras like simplified tuning, packaging flexibility and engine-off steering assist. Electric power steering also provides an advantage in regard to physical weight, as it is considerably lighter than standard systems.
Electric power steering also allows for more adjustability of the steering. It combines an electric motor with a computer and sensors to determine how much power to apply to the driver’s steering depending on the speed of the vehicle.
The D3 comes with an impressive array of features:
- An automotive-type dash with 9.7-inch touchscreen, including speedometer, light indicator, and access to Bluetooth, cellphone, and radio;
- A backup camera (imaging visible on the touch screen panel);
- The steering wheel complements the LCD panel with volume control, media control, and horn;
- Four-wheel hydraulic disk brakes;
- Windshield wipers and spray nozzles;
- Adjustable seating and armrests
- All-wheel LED lighting and turn signals;
- A removeable refrigerator; and of course,
- Lithium power
The stylish cowl and lifted frame, along with elegant 14-inch designer wheels, will make the D3 the envy of your neighbors.
Where we are in vehicle product development and what’s next:
In reviewing the highlights of these selected vehicles featured in this article, it is not an exaggeration to conclude that small, electric vehicles, with roots in the humble golf cart–and largely confined to golf courses and associated gated communities—have reached a new and higher level of style, performance and versatility of use.
The new breed of PTV has become the PMV, that is, a personal mobility vehicle, with a plethora of features and accessories, relating not only to entertainment and comfort, but even more importantly, to safety. These vehicles will be present on public roads in growing numbers as we move forward. The new features encourage and allow this trend, while at the same time the soaring price of gasoline makes cost of operation an additional critical motivation for use on public roads.
So, what is next in the evolution of upgrades? The trend toward use on public roads will put a major focus on transportation planning by municipal officials and vehicle upgrades will emphasize safety. Do not be surprised if the PGA Show 2023 sees PMVs with Level 2 autonomous driving features, such as:
- Autonomous front collision avoidance;
- Lane correction alert;
- Rearview cameras with moving vehicle warning;
- Pedestrian detection and accident prevention.
These type of proactive safety features, which are common on conventional automobiles, when added to the passive safety features already found in PTVs, will ensure a new generation of full-fledged personal mobility vehicles. From an oddity on public roads, the PMV is likely to become common place.
