FIELDREPORT
In many ways, the PowaFrame symbolises the impact made by deGraft-Johnson and his team since their return to PowaKaddy’s helm following a 2012 buy-out. “In 2012 we had a lot of products, and that was part of the difficulty the company was facing,” he recalls. “There was too much complexity, and not enough focus on the brand’s core business. So in 2013 we simplified the range and focused on what was working well. We removed the built-to- order variants that many people weren’t aware of. We tightened up the naming, and gave the Freeway the same chassis as the Digital. This range rationalisation program allowed us to come into profit last year. That gave us breathing space to sort out the 2014 range.” The range kicks off with the Freeway- replacing FW3, which comes in at a suggested £335 (lead acid battery) to £555 (extended lithium). In white or black with piano black trim, FW3 is very much for those who want the performance but can live without the gadgetry. Quick-release wheels and an easy-folding PowaFrame fit in alongside an ambidextrous T-Bar control handle, offering power, pause and resume options. A locking base mechanism works with bungees to keep your bag in check. Like all three trolleys in the range, FW3 has a plug-‘n’-play battery tray which can recognise and adapt to lead acid or lithium. “Before, you had to flip a switch inside the trolley and buy a new charger,” deGraft- Johnson reveals. “Now, it all happens for you, and this gives the consumer an upgrade path. The UK market is still lead acid-focused, whereas in Europe 80% or more use lithium batteries.
“Also on the FW3 we”ve added a light for the on-off switch. That may sound silly but battery conservation is at the heart of the trolley; so for the first time we have put a light
to tell you the trolley is drawing charge.” PowaKaddy expect the entry-level FW3 to constitute about half of UK sales. But for around £50 more the consumer can upgrade to the FW5, which adds a speed readout, USB port, battery indicator and Automatic Distance Function, which allows you to set the trolley off to 15, 30 or 45 yards. Finally, the range-topping FW7 boasts an improved colour display, an advanced ADF which lets you program travel up to 50 yards, a clock (handy for monitoring pace of play), and the ability to measure three distances (from the tee, yardages from fixed points, ie 150-yard markers, and total distance travelled). This can be turned off in competition mode. The FW7 costs from £445 to £665 depending on battery option, and can be specced with an Electronic Braking System, a three-level slowing mechanism, for around £50 more. These raised levels of power trolley sophistication would suggest a greater need for after-sales service and customer support. While PowaKaddy has a UK network of some 400 service agents, some of whom offer servicing programs as a sales incentive, deGraft-Johnson sees things differently. “Really, we are striving to reduce the need for post-sales support, hence our focus on making the componentry simple and more robust. For example we now use reliable GST connectors for our computer electronics, and have standardised the control boards. These trolleys should be bullet-proof for at least four years of regular use.”
As for warranties, all three FWs come with a standard two years. Lead acid batteries are warrantied for 12 months while lithium batteries, reflecting their longer lifespan, come with a five-year pro rata assurance – replacement within two years, 50% discount for year three failure, 30% in year four and 15% in year five.
Though PowaKaddy is sold through the High
Street, the brand incentivises Green Grass retailers through its Preferred Stocking Program, a banding system devised to offer guaranteed profits on sales. They also work with Green Grass buying groups, who get preferential rates against that buying scheme. Away from their powered product, 2014 also marks PowaKaddy’s return to push trolleys after a brief gap. The Twinline 4 is a compact and classy cart, with a simple one-piece folding action, a cubby hole for valuables and a brolly
holder. “I think more and more people are realising the benefits of pushing rather than carrying,” deGraft-Johnson asserts. “The push trolley market is certainly rejuvenated – and with a street price of around £139, we believe the Twinline 4 is well-positioned to compete in that market.”
SGBGOLF 25
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