Over the past three years, the golf car industry has rapidly evolved from a market dominated by three companies, Club Car, E-Z-GO, and Yamaha, to one of numerous new companies. Two major factors underpin this change—namely, 1) Changing consumer tastes and preferences that are moving the industry well beyond its roots in the sport of golf; and 2) Consistent product upgrades and automotive-type accessories that have raised the golf cart to the level of a viable and desirable mobility option to the conventional automobile.
In view of these changes the PTV/LSV segment now dominates the market in terms of sales value, units produced and profitability. Into this fast-evolving market comes a new contender, Atlas.
Key features and qualities that set Atlas apart from its rivals
Atlas may be a new entrant in what has become over the past three years an increasingly diverse and competitive industry, but the company’s management talent, superior product, and in-depth dealer support sets it apart and above other new entrants, as well as the Big Three.
The Atlas product
Atlas was created by a team with a proven track record of driving innovation in the golf car industry. The team has designed and produced a superior product, has developed an innovative program of dealer incentives, and provides a reliable source of parts and accessories.
Here are the product details:
- Two models are currently offered, a two-seat model and a four-seat model with a lifted option;
- Both models have significant safety features, such as four-wheel hydraulic disc brakes, an electric parking brake, turn signals, taillights and running lights, low and high beam lighting, plus three-point seatbelts for all passengers;
- All Atlas vehicles feature an aluminum frame;
- The vehicles are powered by a 5 Kw Nidec electric motor and a 400 Amp Nidec controller;
- The power source is a 210 Ah lithium battery providing industry-leading driving range. Both models include a 110 volt on-board charger.
- Standard technology and entertainment features include Bluetooth sound system, AM/FM radio, wireless phone charger, USB charging port, and hands-free calling;
- Speedometer/odometer and dual state of charge meters;
- Important and convenient attribute: Atlas vehicles also feature a 40 Amp DC convertor, providing ample capacity to add aftermarket accessories.
Atlas Management: A dream team of experience and prior collaboration
The management team is headed by Co-CEOs Mark Messick and Sanjay Kopay, both with many years of experience with Club Car and E-Z-GO. Sanjay Kopay grew up in Augusta, GA and began his career in 1996 working for E-Z-GO Textron as a Supplier Quality team leader. He went on to hold varying positions within the company and reached the vice president level where he led the E-Z-GO Genuine Parts & Accessories division. He later established the consumer business at Club Car where he led the team that developed and launched the hugely successful Onward brand of consumer vehicles and accessories.
Mark Messick started his career with E-Z-GO when where he was a customer service representative and helped launch many industry-leading golf cart accessories. Mark later went on to be the senior product manager at Club Car where he and Sanjay together developed and launched the Club Car Onward brand of vehicles.
Rounding out the top management team is Jake Guinn, Vice President of Sales. Originally from Atlanta, GA, Jake began his career in the golf cart industry in 2007 at E-Z-GO where he worked with Mark and Sanjay, playing a pivotal role in the growth of the E-Z-GO Genuine Parts & Accessories department. He later went on to hold many key sales roles in his 14 years with E-Z-GO and received multiple Sales Manager of the Year awards. Jake also worked for Tomberlin USA, as well as Star EV. Jake has been in the golf car industry for 16 years.
The Atlas team—a balance of the right ingredients for success
In bringing to the market an extraordinary balance of product design and engineering, sales, and aftermarket service experience—plus readily available parts and accessories–the Atlas management team can be said to have put in place all the ingredients for a successful product launch and sustained company growth.
On this point Mark Messick stated, “The golf car industry has seen many changes in the recent past, but one thing remains a constant, it is an industry built of personal relationships and shared experiences.” “This, in turn,” he added, “leads to trust and a way forward for growth of the business. When we approach a dealer to carry the Atlas brand, for the most part, we know them and they know us.”
Sanjay Kopay adds, “In a time of a changing market with new entrants, it is important for dealers to know that the product they are getting is coming from a team that has been through a large number of successful product development cycles and can create and offer a cutting edge vehicle—one that keeps pace with evolving customer tastes and preferences.”
“We will build Atlas sales,” notes Jake Guinn, “through a dealer network that can have full confidence it is dealing with an experienced management team with thorough knowledge and demonstrated ability to bring the right products to market at the right time—and with dedicated aftermarket sales and service support.”
Superior dealer benefits
Atlas Golf Carts offers outstanding benefits to all authorized dealers. Here is the case for becoming a dealer:
- A cutting edge Dealer Diagnostic Software and Service tool, free of charge;
- An industry-leading dealer portal, assuring immediate access to technical information, warranty processing, parts and accessory ordering, and more. Kopay notes, “Our team has many years of experience in understanding and meeting dealer requirements. Our entire focus is one of making life easier for dealers—making their operations more efficient and thereby more profitable.”
- Offering a clear, straightforward 2-year limited, bumper-to-bumper warranty and a 5-year full replacement battery warranty (as compared to most battery warranties that are pro-rated beginning very early in their life);
- The Atlas warranty proposition covers not only parts, but also labor and freight expenses, which makes coverage equal to the very best in the industry.
The Atlas team also brings to the table professional web experience, offering industry-leading market support to dealers.
In summary a winning trifecta in the winner’s circle
The combination of outstanding product, management experience, and dealer benefits highlights the competitive edge that Atlas Golf Carts brings to the market. In a highly competitive market, the Atlas trifecta of industry-leading advantages will put the company into the winner’s circle.
As Mark Messick states, “We have an outstanding market entry strategy and an exceptional management team that can implement it fully. Moreover, looking down the road over the next three-to-five years, our goal is to become a dominating player in this rapidly evolving and growing market.”
For more information on becoming an Atlas Dealer, please visit www.atlascarts.com or call (833) 872-8527.
