Automakers typically use the spring auto shows to introduce their newest models, which then show up in dealer showrooms beginning in early summer.
However, Mercedes-Benz waited until mid-summer to unveil its latest entry: an open air two-seat EV but with enough room for two full-size golf bags, which makes sense: it’s a golf cart.
Mercedes, like many other manufacturers, is branching out with its brand into arenas that even a few years ago wouldn’t have been considered by makers of “serious” vehicles. Porsche makes sunglasses, BMW features pens and even Bentley is on the golf game with a set of golf clubs.
The new Mercedes golf cart bears a striking resemblance to a Smart ForTwo, but it’s completely blinged out in Tri-Stars. The car is the result of a cooperation between Mercedes-Benz designers, Daimler’s Think & Act Tank Business Innovation and golf cart manufacturer Garia.
The Mercedes-Benz Style Edition Garia Golf Car defines a new class of transport for the golf course. Gorden Wagener, head of Design at Daimler AG: “We have reinvented the world of the golf cart with our Mercedes-Benz Golf Car.
“Mercedes-Benz stands for modern luxury, and golf is an authentic part of that theme. Transferring our automotive design idiom to the Golf Car is therefore something quite natural, and in doing so we have created a product that is both sensual and pure.”
Many specialty golf carts are designed to look like a type of vehicle; however, this version is as tricked out as most Mercedes. The cart comes with an integrated onboard 10.1-inch touch screen that shows graphically enhanced vehicle information in the smaller, upper area – for example the remaining range, vehicle speed, current power consumption or parking brake status.
Many functions can be controlled at the touch of a finger, including the driving mode ‘sport’ or ‘eco’, the headlamps, windscreen heater, wipers and more. On the large screen area beneath this, the occupants can display the layout of the golf course and their current position, or if desired activate an electronic score card. The sophisticated graphic design is derived from the latest Mercedes-Benz passenger cars.
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A hands-free system with Bluetooth connection and hi-fi speakers integrated into the rear roof frame strut ensure that also on the fairway, the occupants are connected and able to listen to music from their smartphone.
Also available is a weather app, the ability to order food and drinks and, further down the road, the ability to simply transfer what’s on your smart phone, a la Apple Car Play and Android Auto, to the touch screen.
While driving your Mercedes around the golf course is impressive, your game might go up a notch if the two bags in the bag were made by Bentley – including the golf clubs. The British super luxury maker unveiled its new line-up of clubs, bags and accessories.
The clubs were developed in partnership with Professional Golf Europe, and features irons hand-forged in Ichikawa, Japan, a town with a historical heritage of forging which goes back to the period of Samurai sword production.
This forging technique produces the most stunning feel, consistency and performance, and lends itself perfectly to golf club production of the highest quality, according to the automaker. Japanese forging, fused with modern day CNC Milling techniques, delivers the ultimate performance for aficionados.
Automakers have always offered trinkets, clothing and other items that allowed fans of that brand to feel a stronger emotional connection. However, in recent years, the options have exploded well beyond the usual assortment of t-shirts, models and key chains.
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Porsche offers sunglasses and pens, but also luggage, drinking glasses, espresso cups, office chairs, golf balls, beach chairs and perhaps the topper: bicycles. A two-wheeled Porsche can be yours for as little as $3,699. There three models and they climb as high as nearly $9,000.
BMW similarly follows suit with high-end watches, luggage, apparel, as well as a complete line-up of items specifically related to its “i” vehicles, including office organizers, shirts, hats, wallets and more items.
It’s unlikely that it will stop there. In fact, earlier this year Ferrari CEO Sergio Marchionne told investors one of his goals to was to substantially grow the brand’s merchandising and theme park sales. Is a Ferrari roller coaster far off? Nope. Its been here for six years in Abu Dhabi.
You can experience what it’s like to be in a Formula One car on the coaster by going from zero to nearly 150 mph in just 4.9 seconds. There is more fun to be had. Ferrari also is building a theme park called Ferrari Land, which is expected to open near Barcelona in some time next year.
In March, Ferrari announced it had signed a non-binding agreement for the licensing of the design, construction and operation of a new theme park in a primary city in mainland China that will be the automaker’s third theme park.
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Marchionne also plans to expand sales of Ferrari’s merchandise. The company plans to more fully outline its merchandising plan next year.
