Connect with us

Equipment

Vega Looks to Capitalize on Golf’s Ultra-Premium Push

Published

on

You know when an upscale steakhouse opens in your town, and no one wants to go because it’s too expensive? But then a ritzy Italian restaurant opens next door, and a high-end seafood restaurant opens next to that. Now the area is booming, and the original steakhouse’s prices don’t seem so outrageous anymore. Vega is that steakhouse in the ultra-premium golf equipment world, and it has its sights set on an uptick in reservations thanks to competitors with even higher-priced menus.

Vega got its start as the in-house brand for famed Japanese forging house, Kyoei, which has been manufacturing golf clubs for more than five decades. It was purchased by Professional Golf Europe (PGE) in 2012 with an agreement that PGE continue use the Kyoei factory to manufacture Vega’s one-piece irons. Its reputation is similar to Miura, a fellow Japanese golf equipment manufacturer. While Miura is significantly more popular than Vega in the U.S., it’s similarly perceived among its fans for its quality and attention to detail: particularly its one-piece irons.

“Up until this point, [Vega has] always been perceived as really expensive in the market.” “Now, all of the sudden, we’re half the price of some of the new brands.”

As in the restaurant example above, economics of the golf equipment industry have rapidly shifted in the last two years. Newcomer PXG stunned the industry with irons priced at more than $300 per club, two-to-three times the going rate. Even more stunning was the popularity of the clubs with golfers; PXG became dominant in the ultra-premium space. The industry took notice, and that’s what led things to where they are now. Titleist and Callaway have both made a push into the ultra-premium space with similarly priced products, while historically ultra-premium brand Miura is undergoing a rebrand and retooling its product line to enhance its appeal.

Vega_Alcor_Wedges

Vega’s new Alcor wedges sell for $260 per club in the U.S.

Despite the increased competition, the shift in the marketplace can be seen as an opportunity for Vega; not at the high end of the ultra-premium market that it once occupied, but in a new “affordable luxury” category that seems to be emerging. “Up until this point, [Vega has] always been perceived as really expensive in the market,” says Peter Lord, Director of Professional Golf Europe, the parent company that owns Vega. “Now, all of the sudden, we’re half the price of some of the new brands.”

Lord’s reference was to PXG, whose new 0311XF irons start at $350 per club, or $2800 for an eight-piece set. Golfers who want them in the company’s special dark finish will pay an extra $150 per club, raising the price to $4000 per set. Vega’s irons sell for around $2000 per set, depending on the model (Vega also sells a full line of metal woods, wedges and putters that the company plans to promote more aggressively going forward).

There are other reasons for Vega’s resurgence, particularly in North America. The first has to do with distribution. In 2016, Jennifer Gard of Eagle Golf Distributors purchased the rights to distribute Vega in North America. Gard, whose company also distributes Veylix shafts, felt that Vega was being undervalued by North American golfers due to a lack of retail presence and chatter. She didn’t see it as a product problem, although she and Lord recognized that there was an opportunity for Vega to add a new page to its menu, so to speak.

“All we’re doing is moving the balance point from old school, hand crafted to more of the tech side.”

Vega’s new Mizar irons and Alcor wedges are the first of the company’s new Star Line, which focuses on improved performance through multi-material constructions. It’s a completely new focus for the company, at least in irons, which had been focused almost entirely on one-piece forged designs.

The Mizar irons ($280 per club) are made from two main pieces: a forged club head that’s merged with a thinner, maraging forged club face. A tungsten weight is also used in the design of each iron to optimize the center of gravity of each club. It’s located inside the sole, and its location varies based on the club. Long irons have the tungsten weight in the heel, mid-irons have the weight in the middle of the club and short irons have the weight on the toe. “With Mizar and all future Star Line (clubs), all we’re doing is moving the balance point from old school, hand crafted to more of the tech side,” Lord says.

Vega will continue to offer what it’s calling its “Classic” VC line of one-piece irons, which are offered in a range of sizes to please traditionalists of all skills levels. They’ll maintain their traditional lofts, which is an area of sensitivity for many golfers.

mizar-more-info2

The Mizar irons take a much more modern approach to distance. The stock pitching wedge loft is 42 degrees, which is 1-degree stronger than the 9-iron loft of Vega’s VM-01 and VM-02 muscleback irons. It’s not a total distance-first approach, however. Whereas many golf equipment manufacturers have focused on making the club faces as thin as possible in their distance-iron models to improve performance, Vega decided to make its Mizar iron faces thicker. They’re 3.5 millimeters in thickness, according to Lord, a design that maintains soft feel Vega is known for across the club face. “It’s less hot, but it still gives it forgiveness on off-center hits,” Lord says.

The Alcor wedges ($260 per club) are a one-piece forged design, but like the Mizar irons they have channels cut into their forged bodies that helped designers alter center of gravity for better performance. With the wedges, the aim was to push the weight higher and toward the center of the club to improve spin and feel.

Lord called Alcor “the first of a long-term strategy with wedges.” He also hinted that Vega will expand the Mizar iron lineup with a both larger and smaller model, although he says golfers shouldn’t expect to see them in stores for at least 18 months.

Discussion: See what GolfWRX Members are saying about the Mizar irons and Alcor wedges in our forum. 

Your Reaction?
  • 29
  • LEGIT10
  • WOW6
  • LOL3
  • IDHT1
  • FLOP5
  • OB4
  • SHANK85

18 Comments

18 Comments

  1. Francisco

    Jul 1, 2017 at 12:39 am

    Without doubt, one of the most versatile irons i have ever played. I play 6 hp and my last irons were Bridgestone j15 mb

  2. jc

    Jun 19, 2017 at 5:05 pm

    how long before they are in the used club rack at roger dunn? in the mean time, I will keep hitting my pings rather than sell my house for a set of irons.

  3. Bert

    Jun 17, 2017 at 12:05 pm

    Are these as ugly as the PXG irons? Maybe no, they look better to me. I’m not saying I like the look, but better than some club-head with a bunch of set screws.

    Who cares if the club-head housing is forged, the face is all that strikes the ball and the face is forged. Ok I guess I’m confused. If the club-head is solid, then forging is great, but if hollow, who cares. I can’t see where being a forged head matters for these designs. Just more marketing gimmicks to lead you to believe these over the top priced irons are great.

  4. Tom54

    Jun 16, 2017 at 1:57 pm

    The way I look at it go ahead and bring another premium club to the market. Will just be another one that I could care less about. That is one ugly club.

    • Gorden

      Jun 16, 2017 at 8:07 pm

      AGREE WITH YOU, IT IS AMAZING HOW MANY SETS OF PXG IRONS ARE FOR SALE ON EBAY, IF THEY ARE ALL THAT WHY WOULD SO MANY BE GETTING RID OF THEM…IF YOUR AN AVERAGE GOLFER EVEN A 15 HANDICAP OR MORE THE ONLY REASON TO EVER BUY NEW CLUBS IS YOU WANT THEM OR YOU WORE YOUR OLD ONES OUT AFTER 10 YEARS.

  5. Duk Koo Kim

    Jun 16, 2017 at 4:54 am

    They look like golf’s version of the Edsel! Horrendous!

  6. H

    Jun 16, 2017 at 3:13 am

    They used to be cool, but not any more

  7. RG

    Jun 16, 2017 at 2:24 am

    Those irons make the Adams XTDs look good! Absolutely hideous clubs! If I see you playing those I am going to point and laugh out loud!

  8. chinchbugs

    Jun 15, 2017 at 5:13 pm

    I can’t shank them till I have tested them….oh wait! Yes I can! Shank.

  9. jgpl001

    Jun 15, 2017 at 4:21 pm

    Unbelievably UGLY

    I don’t care how exclusive they are I wouldn’t pay one dollar for them

  10. O

    Jun 15, 2017 at 12:57 pm

    Besotted gearheads must feel so inadequate, impotent, deflated, ashamed of their standard clubs which are being obsoleted semi-annually… and now the best technology is going into the ultra premium clubs. How can they live with themselves and their low class crap clubs?!!

  11. Brandon

    Jun 15, 2017 at 12:38 pm

    TaylorMade has already ruined the golf industry.

  12. Dat

    Jun 15, 2017 at 9:01 am

    Hideously bad. This ultra expensive push in the industry is exactly what will make the industry fail.

    • Cory

      Jun 15, 2017 at 10:11 am

      You don’t understand economics or how supply and demand work do you?

    • ROY

      Jun 15, 2017 at 11:16 am

      WHy will it make the industry fail – that like saying that Ferrari will make the auto industry fail. As long as the ultra priced items supplement the market and do not replace other areas of the market (which is what they are doing) then you should be fine.

      • Adam Crawford

        Jun 15, 2017 at 3:03 pm

        Exactly. These brands we’re hearing about that are the “Ultra-Premium” have been around for decades, quietly occupying a small niche market. Zak’s analogy is perfect. Casual golfers didn’t know they existed because the major marketing push has always grouping a few club makers into a category ($1k-1,500 for irons). But the fascinating thing about PXG is that they opened the flood gates and made people realize this market existed. These companies won’t have anything to do with the success or failure of the industry. They operate independently and don’t have to stock the shelves of 500 retailers so they don’t have capital tied up in inventory (which is where a lot of companies struggle with the bottom line), which means they basically produce them on demand.

  13. doesnotno

    Jun 15, 2017 at 8:48 am

    Mizar irons, $280 each. Sweet.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Whats in the Bag

Jason Day WITB 2019

Published

on

*Equipment accurate as of The Challenge: Japan Skins

Driver: TaylorMade M6 (10.5 degrees)
Shaft: Mitsubishi Rayon Kuro Kage Silver Dual-Core TiNi 70X

3-wood: TaylorMade M6 (15 degrees)
Shaft: Mitsubishi Rayon Kuro Kage Silver Dual-Core TiNi 80X

Irons: TaylorMade P760 (3-PW)
Shafts: True Temper Dynamic Gold X Seven

Wedges: TaylorMade MG2 (50, 54, 60 degrees)
Shafts: True Temper Dynamic Gold Tour Issue S400

Putter: TaylorMade Spider Tour Itsy Bitsy Black (2015)

Grips: Golf Pride Tour Velvet Cord

Ball: TaylorMade TP5

Your Reaction?
  • 1
  • LEGIT2
  • WOW0
  • LOL0
  • IDHT0
  • FLOP0
  • OB0
  • SHANK0

Continue Reading

Whats in the Bag

Justin Thomas’ winning WITB: 2019 CJ Cup

Published

on

justin-thomas-winning-witb-justin-thomas-witb

Driver: Titleist TS3 (9.5 degrees)
Shaft: Mitsubishi Diamana ZF 60TX

justin-thomas-witb-driver

3-wood: Titleist TS3 (15 degrees)
Shaft: Mitsubishi Tensei CK Pro Blue 80TX

5-wood: Titleist 915Fd (18 degrees)
Shaft: Fujikura Motore Speeder VC 9.2 Tour Spec X

Irons: Titleist T100 (4-iron), Titleist 620 MB (5-9)
Shafts: True Temper Dynamic Gold Tour Issue X100

Wedges: Vokey Design SM7 (46, 52, 56 degrees), Vokey Design SM6 (60 degrees)
Shaft: True Temper Dynamic Gold Tour Issue S400

Photo via Vokey Wedge Rep Aaron Dill

Putter: Scotty Cameron X5

Grip: SuperStroke Pistol GT Tour

Ball: Titleist Pro V1x

View this post on Instagram

How @justinthomas34 marks his @titleist Pro V1x ????

A post shared by Ben Alberstadt (@benalberstadt) on

Grips: Golf Pride Tour Velvet Cord

Your Reaction?
  • 51
  • LEGIT6
  • WOW0
  • LOL2
  • IDHT0
  • FLOP1
  • OB1
  • SHANK5

Continue Reading

Whats in the Bag

Cameron Champ WITB 2019

Published

on

cameron-champ-whats-in-the-bag-2019-witb-featured-

*Equipment accurate as of the Houston Open

Driver: Ping G410 LST (9.5 degrees, flat+, CG shifter in neutral, 5g face, 5g toe weight)
Shaft: Project X HZRDUS Smoke Green 70G-6.5 TX (44.25″, tipped 1.5″, D4)

cameron-champ-witb-2019-driver

5-wood: Ping G410 (@17 degrees, flat standard, 5g face weight)
Shaft: Project X HZRDUS Black 95G-6.5 TX (41.75”, tipped 1.5″, D4)

cameron-champ-witb-2019-5-wood

Irons: Ping i500 [3-iron (38.75″, 21 degree loft, 1 degree up)], Ping iBlade [4-iron (1/2 degree flat, standard length)], Ping Blueprint [5-PW (1/2 degree flat, standard length)]
Shafts: True Temper Dynamic Gold X7 w/Cushin insert

cameron-champ-witb-2019-irons

Wedges: Ping Glide Forged (50, 54 degrees) (1 degree flat), TaylorMade Hi-Toe (60 degrees)
Shafts: True Temper Dynamic Gold Tour Issue S400

Putter: Ping PLD Prime Prototype (Stealth finish, straight arc, 34 3/8″, 19 degree lie, 2 degree loft, black shaft)
Grip: Ping PP58 Midsize Full Cord

Grips: Custom Lamkin Black 58R

Ball: Srixon Z-Star XV

Your Reaction?
  • 70
  • LEGIT6
  • WOW0
  • LOL0
  • IDHT0
  • FLOP0
  • OB0
  • SHANK5

Continue Reading

19th Hole

Facebook

Trending