Why Golf Courses Are Becoming Key Battlegrounds for Premium Car Brands

The Changing Role of Golf in the Automotive Industry

Golf has always been a popular sport for premium car brands to associate themselves with. However, in today’s competitive market, where brand loyalty is diminishing and new players are emerging, car makers are finding new ways to leverage the sport.

A Unique Sporting Experience

What sets golf apart from other sports is that it allows amateur players to compete on the same courses as professional legends. While you can’t replicate the experience of playing alongside famous athletes in other sports, you can tee off at St Andrews or Pebble Beach and attempt the same winning putt as Rory McIlroy.

Car Companies Host Their Own Tournaments

Recognizing the appeal of golf, car makers are now organizing their own tournaments on a global scale. These events are designed exclusively for customers, offering them a unique experience rather than traditional corporate entertainment.

This year, more than 200,000 car buyers will participate in amateur golf tournaments organized by car companies. These tournaments have become the largest in the world for amateur golf, providing car makers with another platform to engage with their customers.

Competition Among Premium Brands

Premium car brands like Audi, BMW, Mercedes-Benz, and Porsche are among those hosting golf competitions with the goal of customer retention. These tournaments not only offer impressive prizes but also provide “money-can’t-buy experiences” that leave a lasting impression on participants.

While many of these tournaments have evolved from traditional sponsorship deals, new players like Genesis are also entering the scene. Genesis recently became the headline sponsor of the Scottish Open, following the footsteps of established brands.

BMW’s Deep Roots in Golf

BMW has a strong association with golf, particularly in the UK. The company has been the headline sponsor of the PGA Championship at Wentworth for 20 years, and over 90% of its retailers have partnered with local golf clubs. These partnerships serve as venues for qualifying rounds of BMW’s International Golf Cup, the world’s largest amateur golf tournament.

BMW also utilizes these partnerships for EV test-drive events and product placement, aiming to engage both existing and potential customers through golf clubs.

Creating Lasting Memories

Golf is not just a logo on a trophy for BMW. According to Tim Holzmüller, who oversees BMW Group’s sport communications, golf is about creating memories and uniting people through unforgettable moments. BMW aims to develop its brand and engage with customers beyond the golf course or events.

Other Premium Brands in the Golfing Arena

Audi’s Quattro Cup, established in 1991, is considered the largest single global amateur tournament in the world. Each year, 70,000 customers from 38 countries compete in 600 tournaments, leading to a grand final held at prestigious venues like the Earth Course in Dubai and the Marco Simone Club in Rome, which will host the Ryder Cup in 2023.

Porsche also hosts the Porsche Golf Cup, where 16,000 customers compete for a chance to win a Tag Heuer watch and a spot in the global final. Mercedes-Benz, although not participating in the Mercedes Trophy in the UK, still sees 60,000 customers from over 60 countries taking part in the tournament each year.

Mercedes offers unique opportunities, such as playing on the host course of The Open the day after the Champion Golfer of the Year has lifted The Claret Jug. These experiences go beyond the typical offerings of a new car purchase.

Golf Courses: A Platform for Car Promotion

For premium car brands, golf clubs serve as a platform to promote their vehicles to potential new customers. The tournaments and events hosted by these brands not only aim to retain existing customers but also attract new ones through memorable experiences on the golf course.

As the competition among car brands intensifies, golf courses have become key battlegrounds for premium car makers to showcase their offerings and engage with their target audience.