TaylorMade broke with tradition to announce it's latest product to challenge the iron market last night. Eighteen months after unveiling its Burner irons, the most successful iron in company history, its President Mark King revealed the Burner 2.0 in a
worldwide webcast, normally reserved exclsuively for its sales staff.
TaylorMade announced this innovative 'universal curtain-pull on a remarkable new TaylorMade product' to generate 'anticipation and excitement' for its global online audience. It's understood to have received a mixed reaction.
As for the clubs themselves, TaylorMade's Bret Wahl, senior director of research and development for irons, wedges and putters, claims the company has 'succeeded in creating a better-performing iron which is just as long, easier to play and more refined in its feel and sound.'
With its two-toned PVD finish, the Burner 2.0 claims to be more durable and resists glare. ?Improved weight distribution to optimise ball flight has been achieved, says TaylorMade, to promote easy launch and stability in the longer irons, more workability and forgiveness in the mid-irons and lower flight in the shorter irons.
Other innovations include 'a differing face thickness to promote more speed and distance in longer irons and more control and feel in the shorter irons. The irons feaure a progressive topline thickness and improved multi-functional sole 'to reduce drag and make it easier to make clean, solid contact.'
Burner 2.0 irons, available from October 1, will be equipped with a new 85-gram steel or 65-gram graphite shaft 'inspiring confidence to attack the pin.', while a women's version of the Burner 2.0 irons will feature a 55-gram graphite RE*AX SuperFast shaft.
Burner 2.0 irons are offered in four shaft flexes and in 5-PW, 5-SW and 6-SW sets. The standard set includes eight irons with a recommended price of RRP of £549 (steel shafts) and £649 (graphite shafts).