The chance of getting significant impact at retail just got a little better for COBRA Golf. On September 25th the company released details of their new AMP CELL line of products that includes fairways, hybrids, and most importantly, drivers.
The big stick is the real source of influence in many golf bags – often swaying users to fill their golf bag with complementary products from the same manufacturer. Getting the driver just right to attract golfers is a big deal and COBRA is betting on the new AMP CELL line to get the job done for them.
Last January COBRA Golf introduced their first full-line of products since their ownership takeover by PUMA and while it came with the endorsement of rising young stars Rickie Fowler and Lexi Thompson, along with a lot of flashy marketing, the retail impact of the products was somewhat lackluster. Critics faulted the line for a lack of serious innovation, mostly using carryover technologies of previous COBRA products, and designs with a limited appeal over a wide range of golfers.
Those issues seem to be addressed in the AMP Cell lineup, starting specifically with the AMP CELL and AMP CELL Pro drivers.
While colour is still a dominant theme, akin to other recent introductions, this time there are tangible benefits in fitting provided by the drivers along with the opportunity for the golfer to explore their fashion sense with a rainbow of colour options.
The heart of the AMP CELL driver is “MyFly Technology”, a custom hosel that allows the golfer to choose six different loft/trajectory settings in a single club. Unlike many other adjustable drivers, the main focus is on loft with a smattering of adjustments to affect shot shape.
“The AMP CELL Driver offers golfers the adjustability, innovation, customization and choice they want but have not been able to get – until now,” said Bob Philion, President. “We are taking adjustability to another level with our MyFly technology, offering 6 different loft/trajectory settings golfers can change to adapt to their swing or playing conditions. The technology combined with the colour choice reaffirms COBRA’s positioning as a performance driven brand infusing more joy into the game.”
The standard AMP CELL driver will be offered in an array of colours including Silver, Directoire Blue, Barbados Red and Vibrant Orange. The AMP CELL Pro is offered in Vibrant Orange and Silver.
The simplified hosel adjustment system seems to key in on the essentials – keying on the most likely adjustments a player might utilize instead of a grouping so large they will never be put to use.
The AMP CELL Driver can be adjusted to the following lofts with a simple wrench; 8.5°, 9.5°, 9.5° Draw, 10.5°, 10.5° Draw and 11.5°; and the AMP CELL Pro can be adjusted to 7.5°, 8.5°, 8.5° Fade, 9.5°, 9.5° Fade and 10.5°.
Having gained experience with adjustable drivers, many golfers are aware that a loft change often compromises the face angle as well and COBRA engineers say they have addressed this without the use of an additional adjustment. A square face angle at set-up is achieved each time through what the company calls “SmartPad” technology – what appears to be a variance in the sole shape to compensate for the loft change. We’ll be eager to get our hands on one of these drivers to see exactly how this works.
The AMP name is derived from COBRA’s “Advanced Material PlacementTM ” where weight is redistributed around the head in a wrap that is seen on the exterior. This wrap visibly shows a golfer where the weight is distributed, with the AMP CELL Driver having a CG optimized for low-mid handicap players, the AMP CELL Pro using a lower, more neutral CG position for better players and the AMP CELL Offset have a heel-biased CG for slice correction.
That offset model comes in just a single hue – Revolver Grey with accents of Barbados Red. The AMP CELL Offset Driver (MSRP $299) is available in 10.5° in Stiff, Regular or Lite flexes for both right hand and left hand models. It is also available in a right hand 11.5° model in either Regular or Lite flexes.
The COBRA AMP CELL Driver (MSRP $349) is available in both right and left handed models with My Fly technology which allows any driver you purchase to be adjusted from 8.5° to 11.5° loft settings, including 9.5° and 10.5° draw settings. It is available in Stiff, Regular and Lite flexes and features a Fujikura Fuel shaft (60g S and R, 55g L and 45.75” length) and has a 460cc head.
The COBRA AMP CELL Pro Driver (MSRP $449) is available in both right and left handed models with My Fly technology which allows any driver you purchase to be adjusted from 7.5° to 10.5° loft settings, including 8.5° and 9.5° fade settings. It features a MRC Kurokage shaft (65g and 45.25” length) and has a 440cc head.
The AMP CELL, AMP CELL Pro and AMP CELL Offset Drivers will be available at retail on February 8th, 2013.
The AMP Cell driver is also accompanied by a line of Fairways, Hybrids, and Irons which we will feature in the coming weeks.