It's a good news, bad news kind of situation for Tommy Armour Golf. First, the bad news. Mega-companies Taylor Made and Callaway have entered the fray with titanium irons. There's more good news, for Armour and the consumer. Of course, that's a dig at Taylor Made and Callaway who displayed their new titanium irons in January but won't be able to ship anytime soon.
Estimates are five to seven months.
Armour hopes to take advantage of that with a 60-day consumer blitz which begins this week. The rebate program continues through April 15, two days after the conclusion of the 1997 Masters. That's before the rebate. While Taylor Made and Callaway were raving about their titanium irons at the January debut, the folks at Armour were stewing. For six months the industry had scoffed at the notion of a titanium iron, and now the biggest players were joining the battle with their own version.