OBIDOS, PORTUGAL – SEPTEMBER 12: Detail of Taylormade clubs is pictured on the 12th hole on day one of the Open de Portugal at Royal Obidos 2024 at Royal Obidos Spa & Golf Resort on September 12, 2024 in Obidos, Portugal. (Photo by Octavio Passos/Getty Images)
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For the past five decades, TaylorMade has been synonymous with driver technology. In more recent years, the company has launched new drivers almost yearly, even famously producing multiple new drivers in the same year. That production style is about to change however, as TaylorMade announced this month that they will not be producing a new driver in 2027.
The decision makes sense from a logistical standpoint as the companies drivers and woods will now be on the same two-year cycle as their irons, wedges and ball lineups. That means, for the rest of 2026 and 2027, TaylorMade will stick with the same lineup for their Qi4D series. The series currently has four models for the driver and fairway woods and three models for hybrids.
TaylorMade’s vice president of product creation, Brian Bazzel, talked about the difficulties in the woods/hybrid category when it comes to the complexities of innovation in this category of golf clubs.
“We’re not the same company we were 20 years ago or even 10 years ago,” he said. “And then, I don’t have to tell you this but the golfing world has changed. That annual cadence of a new driver was made for a different era, when performance gains were much larger and the rampant innovation to get those performance gains was happening at a high clip.”
He went on to state that technology is getting to a point where it is becoming harder to make big gains with new products every year and that model has become unsustainable. “Everyone desires large performance gains, that’s a fact, but year-on-year improvements are becoming more and more difficult to show those big gains, do it each and every year, and that is the reality that we have to come to grips with.”
HONOLULU, HAWAII – JANUARY 10: A detailed view of the TaylorMade Qi10 LS driver used by Kurt Kitayama of the United States as seen on the 16th tee during a pro-am prior to the Sony Open in Hawaii at Waialae Country Club on January 10, 2024 in Honolulu, Hawaii. (Photo by Kevin C. Cox/Getty Images)
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With all the adjustable settings, easier fittings for proper shafts to pair with golfers, and players generally holding onto drivers longer, the move by Taylormade makes total sense. “Golfers get to fall in love with their product, and they want to hang on to it a touch longer,” Bazzel noted. “The data does suggest that, and again, we’re just trying to pay attention to what’s going on.”
While the impact on consumers takes up most of the attention, there is another group of people who are also impacted by this cycle change as well – the production team at TaylorMade.
It requires a large amount of research and development, marketing, and resources for manufacturing when producing a golf club, especially woods. Switching to a two-year cycle will allow staff in all of these departments a little more time for research and/or innovation with their products. Bazzell went on to discuss how this could be good for the company in terms of innovation.
“Real performance gains now requires such sophistication in technology so if you really want to get that next little leap, it just requires so much more, the advanced materials, constructions and manufacturing methods,” Bazzel said, noting that even now the innovation timeline per new model is closer to two-and-a-half years. “It is complicated and compressing that into one year to show something meaningful to the golfer and even to listen to the golfer and apply that is not really an obtainable recipe. We need to give our team time to create those bigger leaps is what we’re realizing now.”
Mike is a founding member of Break80 Golf and a contributing golf and sports writer for Forbes with PGA Tour and LIV Golf media credentials. Mike can be contacted at break80podcast@gmail.com for inquiries or story leads.
Source: https://www.forbes.com/sites/mikefore/2026/05/31/taylormade-announces-big-change-in-product-cycle/
