While the 2023 PGA Show offered exciting products in the realm of golfcar-type vehicles, it also offered additional evidence that the vehicle product offerings have outgrown the golf-oriented marketplace. In this review of the Show, the focus is on several products that promise to put personal transportation vehicles in position to expand the current market and develop new, as yet unexploited market segments—specifically the following:
- Autonomous driving system to be featured in an OEM line of PTV models;
- The potential for wider-bodied PTVs, as a major step beyond conventional golf car design;
- Signs of an increasingly competitive industry with growing number of new entrants;
- The potential for new, complementary emobility product lines.;
- Finally, new battery technology from South Korea.
Autonomous driving and fleet management—seeking markets beyond golf
An Israel-based company, Carteav, is bringing to the market its newly designed autonomous driving and fleet management system, with certain remarkable features that put this system ahead of competitive systems that are either in the market now, or nearing commercialization. Most importantly, Carteav has teamed with PilotCar, based in Ft. Myers, FL, to provide the first, fully-installed vehicle models with autonomous driving features.
In the context of a community setting (i.e., college campuses, gated communities, assisted living complexes, active adult facilities, neighborhoods, etc.), the system has three principal components:
- A mapping/navigation system, which is cloud-based and maps out geo-fenced routes and key visitor sites (i.e., grocery store, park, gym, entertainment venues, etc.);
- Fleet management software featuring an optimizing protocol to minimize vehicle arrival times and availability—in particular, each site is supported by its very own cloud-based fleet manager that provides vehicle user assistance, scheduling and load balancing of vehicle reservations;
- An app-based reservation system giving the mobility customer full control of pick-up times, destinations, as well as real-time destination and schedule changes.
Avinoam Barak, CEO for Carteav emphasized that the target market for the PilotCar/Carteav collaboration are mobility environments conducive to fleet operations that charge a fee for the mobility services provided.
Make way for the wide bodies—going beyond conventional golf car-type vehicle design
Two new PTV models took a major step beyond the basics by featuring body styles significantly wider than traditional PTVs. The latter retains the basic frame dimensions of a golf car-type vehicle, while the new models sport width dimensions of 72 inches—the CRU from Club Car– and 55 inches—the Innovate from South Korean company United Smart EV. These measurements exceed the typical golf car width of 48 inches. Here is a comparison of the CRU with the Club Car Onward 6 passenger and the E-Z-GO Liberty:
These dimensional stats and weights give a good idea of the substantially larger size and bulk of the CRU. With a width of 72 inches the CRU is equivalent, in this regard, to conventional, on-road vehicles. It’s also a bit heavier on the budget, outweighing its smaller cousins by about $10,000.
Unique seating arrangements
The CRU projects a vision of an open air neighborhood electric vehicle that is ready to take its place as a true mobility option. Lending itself to this vision are the unique seating arrangements that can be constructed within the driver/passenger cabin. Three rows of front-facing seats can be secured in traditional style, but can be rearranged to rows which face one another, and even the backs of the front row seats can be shifted to the opposite side of the seats, so driver and front row passenger can join the conversation.
Testing the market
Kudos to Club Car for this bold step forward in design and functionality. The CRU will no doubt be upgraded to a lithium power option, but in the meantime the vehicle is available at selected dealers across the U.S.–no doubt to test initial customer reactions before a full rollout. It should become clear over the next six months whether or not Club Car has scored another hit, as a sequel to the Onward.
The CRU is not alone
Five inches wider than the typical golf car, the INNOVATE LSV is manufactured in Korea by DY Innovate and distributed in the United States by United Smart EV. It joins Club Car in bringing to market a larger version of the golf car-type vehicle, allowing comfortable seating for three in each row. In addition, the wider body of the two vehicles creates a larger presence in traffic, and thus is likely to have beneficial secondary effects in terms of safety.
Aside from the body design change, the INNOVATE comes with the upgrades that now characterize many of the newcomers in the U.S. PTV/LSV market;
- Four-wheel hydraulic disk brakes;
- Electric parking brake;
- Touch screen digital cluster; and
- Four-wheel independent suspension.
The INNOVATE is powered by a 48-volt, 6KW electric motor and a 51 volt, 160 AH lithium battery. The vehicle comes in three models, including an 8 passenger version. Other features include those, such as turn signals and back-up camera to bring the vehicle within current LSV standards.
The INNOVATE was joined by several other newcomers to the PGA Show.
New exhibitors highlight the new competition
Club Car, E-Z-GO, and Yamaha have, for many years, exhibited their product lines at the annual PGA Show. More recently, the Big Three have been joined by PilotCar, Evolution, and StarEV. The 2023 PGA Show saw several additional companies with models on display. These include:
- Vivid EV (Fort Myers, FL);
- EV Titan (Sheridan, WY); and
- Atlas (Liberty Hill, TX).
All these newcomers feature multi-passenger models, alsong with two-seaters; that is, a diversity of offerings in a fast-growing, fast-evolving market. All come with a plethora of automotive features, from digital displays, battery monitors and apps, top-of-the-line speaker and Bluetooth systems.
The market entry of newcomers, like the above three companies, is buttressed by a new supply chain pradigm that brings in partially assembled vehicles—mostly from China—for final assembly in U.S.-based facilities.
While not exactly new, as all companies in the business import parts from China and now Vietnam, what does seems to be a new twist in supply chain strategy is that a good part of the assembly is done in China and shipped as close-to-complete packages to U.S. companies. Thus, a considerable part of the end product value added is accomplished abroad.
Tomberlin, Evolution, Star EV, PilotCar, Kandi America
Tomberlin, Evolution, Star EV, and PilotCar have been challenging the Big Three for some time now and have been exhibiting for a good number of years. All have new model upgrades:
- Evolution has a D5 model, with four or six seats, to complement the stylish D3 they introduced last
year. The new models have several attractive automotive features such as a power button, a dashboard mounted dial gear selector, and a high/low speed mode knob. The vehicle also has a refrigerator in the rear.
- StarEV has upgraded its Sirius models and offers a mid-range PTV in terms of price;
- PilotCar exhibted a diverse range of vehicle models, from 2-seaters to 6-seaters. PilotCar may also be one of the first companies to incorporate autonomous driving features. More about this below.
- Tomberlin was the first to seriously enter the LSV market and continues in that tradition today. It introduced its new Engage, a 2-seater model with new interior features and notably a redesigned, wider rear seat (backward facing). The most innovative aspect of Tomberlin’s product strategy, however, is highlighted below.
Tomberlin moves into to the booming ebike market
In a major extension of product strategy, Tomberlin has partnered with eBliss Global, a manufacturer of electric bikes. eBliss Global makes a variety of ebikes for various riding environments, but the principle model in the Tomberlin collaboration is the bespoke line of EVOKE models. The EVOKE line is described as featuring, “The ideal blend of design, technolgy and premium drive train components.” For example,
- An eviolo automatic transmission embedded in the rear wheel hub which automatically responds to variations in pedal pressure;
- 4 Piston Maguar disc brakes;
- A mid-drive motor with torque sensor.
Clearly, the EVOKE is a technologically high-end mobility machine capable of meeting a diversity of rider needs in a wide range of riding environments.
From the bike shop to national distribution
eBliss Global CEO, William G. Klehm, in confirming Tomberlin to be the company’s official launch partner, also noted that this strategic alliance would take ebike distribution to a new level, from the local retail bike shop to national distribution through Tomberlin’s dealer network.
Chris Plummer, in charge of business devlopment at Tomberlin, was delighted at the dealer reaction to the prospect of adding ebikes to the showroom floor. “Dealer response,” Plummer stated, “has been overwhelmingly positive.”
NanoIntech and LG Energy Solutions collaborate in a new battery design and functionality
If golf car-type vehicles in the class of PTVs (including those LSV-certified) are consistently upgraded and accessorized, adaptive battery technology is also. The most advanced battery for golf car-type vehicles is the NanoIntech EV battery, exhibited at the 2023 PGA Show. The battery was designed by NanoIntech engineers in collaboration with LG Energy Solution and will be exclusively distributed and serviced throughout North America by Z.ONE EV America Inc.
Design flexibility
NanoIntech batteries come in two model series. One, the N-series, is designed as a drop in solution directed to the aftermarket. The other, the X-series pictured below, is designed for installation at OEM facilities. As depicted in the accompanying photo below, the X-series is a “skateboard” design and intended for installation in the undercarriage (frame) of the vehicle. Subject to dimensional constraints of the vehicle, an X-series battery can be flexibly constructed to meet a variety of vehicle performance requirements
POUCH technology delivers more power and distance
At the heart of the battery system, which uses lithium-ion NCM (nickel, cobalt, manganese) chemistry, are the POUCH cell components, which connected together via an internal buss, deliver the power output of the battery. The POUCH design is touted as dramatically more efficient and about 20% more power output than competitor products using a cylindrical cell system. The greater density of the POUCH power technology assures greater power output per kilogram of battery weight, and thus, is capable of providing greater distance at comparable voltage ratings.
AI and 5G assure product safety
Two of the greatest concerns to consumers of PTV/LSV vehicles is safety of the battery system and the predictable distance they are capable of under different driving conditions. The NanoIntech system comes equipped with an AI (artificial intelligence) 5G data transmission technology that goes to both these concerns. LIDAR and radar data collection hardware, combined with AI interpretive and predictive software assure that, based on the driving environment, vehicle distance will be optimized to assure that the vehicle does not run out of “fuel”. The driver via Bluetooth technology will be able to monitor both speed and distance alerting him/her when recharging is required. With Stand-Alone Derating technology, it protects the battery so that it will continue to operate in its fullest lifespan of the battery.
Most PTV/LSV vehicle spec sheets give driving distance along with the qualifier, “…depending on driving conditions.” The NanoIntech BMS senses and predicts such conditions, thus adding them, in real time, to the recharging alert formula. At the same time, the driving and charging effects on the battery are monitored and automatically adjusted to ensure no overheating or over battery drainage. Catastrophic incidents are thereby completely avoided.
NanoIntech complements wide range of PTV/LSV upgrades
PTV/LSV upgrades across a variety of components from steering to braking to acoustic accessories, may well have met its complementary upgrade in battery performance.
Why the industry needs a more specialized, emobility venue
The 2023 PGA Show was a showcase for PTV/LSV vehicles, as well as other wheeled emobility products. At least a dozen PTV/LSV manufacturers were represented, in addition to ebikes and single-rider golf carts. Add to this array, battery manufacturers and software systems providers, and you have the makings of what was a show within the Show.
An exposition fully dedicated to emobility would host dozens, even hundreds more exhibitors, when taking into consideration the universe of technologies and products that feed into this space. Maybe next year? The year after? It would be very surprising if such a trade show would not be in place by 2025.
