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TENSEI “reincarnating” at Reducing Fringe of Know-how and Supplies

We’re kicking this off with a little bit of historical past. 

Mitsubishi’s flagship shaft franchise, Diamana, is cemented in tools folklore. Launched in 2004, it’s grow to be skilled golf’s winningest graphite driver shaft of all time. 

Heading into its twentieth yr, the Diamana model remains to be going sturdy.   

When Mitsubishi added TENSEI to its product line eight years in the past, it was anticipated to enhance however stay subordinate to Diamana on Mitsubishi’s shaft depth chart.  

Its youthful sibling had different concepts. For proof, look no additional again than this month’s Nedbank Problem. 

TENSEI swept the rostrum.     

Max Homa received the DP World Tour occasion in Solar Metropolis, South Africa, with a TENSEI 1K Black driver shaft. Runner-up Hicoai Hojgaard gamed a TENSEI 1K Professional White and third-place finisher Thorbjorn Olesen used a TENSEI AV Uncooked White. 

Profitable takes care of a number of issues, as they are saying, and successful is a standard incidence for TENSEI shafts on skilled excursions. Similar to its huge brother Diamana.  

TENSEI Translated 

Culturally, the identify TENSEI is the shaft model’s ethos. In Japanese, TENSEI means “reincarnation” or “transformation.” 

“We really feel that’s our greatest benefit with TENSEI,” says Preston Toulon, Mitsubishi Chemical America’s Sporting Items Division Supervisor of Advertising and Communications. “When you think about what’s actually particular about Mitsubishi and our shafts specifically is that TENSEI lives on the slicing fringe of uncooked supplies made in-house. That’s our level of distinction.” 

High of Pyramid Validation 

TENSEI is Mitsubishi’s most-played shaft on worldwide excursions. 

Shocked? Me too. I’d have guess Diamana nonetheless held that distinction however the scales are extra fairly balanced lately. 

*Mitsubishi-produced golf shafts have 614 wins on skilled excursions.    

*Of Mitsubishi’s final 110 victories, Diamana has 47 wins, TENSEI 46.  

*Wins 501-600 had Diamana at 43 and TENSEI at 40. 

*Within the firm’s most up-to-date 10-win stretch, TENSEI has six wins and Diamana 4.  

*TENSEI’s worldwide win whole now stands at 126 together with the model’s most up-to-date main victory with In-gee Chun claiming the 2022 KPMG Girls’s PGA Championship. 

Right here’s the one which’s robust to wrap your head round: 

* Through the 2021-22 season, the TENSEI IK was in 49 whole drivers on Tour. One yr later, that quantity ballooned to 451, a greater than 700-percent enhance.  

“Each Diamana and TENSEI have had large adoption by gamers on the highest ability degree but it surely’s fairly simple to overlook TENSEI has been round lower than a decade,” Toulon factors out. 

Proud Mum or dad  

Mitsubishi Chemical Group is a behemoth.  

Using greater than 50,000 individuals within the operation of a $50-billion enterprise worldwide, the corporate’s array of improvements embrace a drug for Alzheimer’s, aviation components and functions for the aerospace and army industries.  

Because it pertains to golf, Mitsubishi Chemical is without doubt one of the world’s foremost producers of carbon fiber (No. 2 if you happen to’re maintaining rating), which is to shafts what urethane and Surlyn is to golf balls. 

TENSEI and Diamana are simply two manufacturers on the firm’s golf division headquarters and take a look at facility in Carlsbad, Calif.  The others are VANQUISH, Kai’li, MMT, C6, Bassara and OT.  

Requested about TENSEI high quality and efficiency, Toulon defaults to the model’s advertising tagline, “In case your golf issues to you, supplies matter.   

“If our analysis and improvement group comes up with a cool new idea or materials initiative, it’s in all probability exhibiting up in TENSEI first. —transformation.”   

Drafting Off Diamana  

Much like Titleist or FootJoy being higher acknowledged as micro-brands than their father or mother firm Acushnet, many golfers consider Diamana, not Mitsubishi Chemical, is the wholly owned firm.  

That’s the extent of name fairness the Diamana franchise has earned with golfers since 2004. Having the ability to draft off that may be a bonus. Eight years in the past, when TENSEI hit the bottom working, that meant a head begin. Garnering business consideration as a youthful sibling of Diamana, it gained a measure of rapid belief on tour and within the market.  

No query.  Diamana established and constructed that belief for Mitsubishi however TENSEI has lived as much as it. 

Tiger Woods and Rory McIlroy had been early adopters.   

“It’s exhausting for any model to reside so long as TENSEI has however, if you happen to take a look at our web site, you take a look at the variety of visits, you take a look at what individuals play, you take a look at what’s within the bag of one of the best gamers on the planet, there’s no motive for us to show away from TENSEI,” Toulon says.

 “It simply retains performing. It’s bought an important story and it’s the proper class and ideal model for an organization like ours that’s obsessive about supplies creation and innovation.” 

Again to McIlroy. All 4 of the Northern Irishman’s main championships had been received with a Mitsubishi-branded driver shaft.  

Coincidence? He hasn’t used one since and hasn’t received a serious since. Simply sayin’.  

Protecting Diamana and TENSEI at Arm’s Size  

Though efficiency overlap exists, Mitsubishi strains up TENSEI and Diamana in particular lanes to maintain every franchise distinct. Based on Toulon, if in case you have two completely different merchandise with overlap, you’d higher have a great reason why each exist.  

“Diamana focuses totally on,’ How can we create the smoothest, most pleasing-feeling golf shaft of all time?’” he says. “It speaks to that extra soulful, ‘Man, this feels good. It’s simply really easy to swing, clean and releases properly.’

“TENSEI is wholly centered on technological innovation by way of supplies and the way far can we go. That’s to not recommend TENSEI seems like shit. Nothing could possibly be farther from the reality. It simply means various things are prioritized with every franchise.” 

TENSEI Product  

TENSEI has one distinguishing characteristic not discovered on some other line of Mitsubishi shafts. It’s the one one that features the identify of the know-how used within the product  

TENSEI CK (Carbon Kevlar) kicked it off in 2015. That advanced into TENSEI AV (Aluminium Vapor) and now exists as TENSEI 1K (1K Carbon Fiber).   

Like Diamana, the road maintains a color-coded chart to distinguish efficiency pointers: 

  • Pink: Excessive launch, mid spin 
  • Blue: Mid launch, mid spin 
  • White: Low launch, low spin 
  • Orange: Low launch, low spin/counterbalanced   

Shaft aficionados will notice the absence of a TENSEI 1K Pink within the present lineup. It’s solely conjecture at this level but it surely’s cheap to suppose that product will get launched in 2024.  

You heard it right here first.  

Becoming Targeted 

When a client makes an appointment for a driver becoming lately, likelihood is they’re not strolling within the door blind.

Credit score articles concerning the newest shaft applied sciences and improvements on MyGolfSpy and opinions from swing instructors or membership professionals however by the point a golfer will get to a becoming, it’s not unreasonable for that particular person to have educated themselves to an extent.  

“Should you’re into golf, you’re already into one thing that’s area of interest and, if you happen to’re into golf shafts, that’s a distinct segment of the area of interest,” Toulon says. “That signifies that if you happen to’re studying about or learning golf shafts, likelihood is you’re actually into it. We need to be sure that we offer instructional data so whenever you do go for that becoming you have got a degree of data about TENSEI.”  

Mitsubishi’s golf division can be borderline obsessive about ensuring fitters are stored up-to-date with TENSEI shafts. 

“That’s on us,” Toulon says. “It’s our accountability to offer efficiency and match perform particulars. A becoming specialist expects reliability and accountability from us as a result of that’s what a client expects from them. We maintain ourselves to that.” 

Up to date Web site 

Educating customers immediately is one other vital Mitsubishi initiative. That was a serious consideration when the corporate determined to overhaul its web site this yr.  

“Huge undertaking,” Toulon says, “however the imaginative and prescient from our standpoint was to construct it into extra of a spot for golfers to nerd out on our golf shafts. On the identical time, we wished to convey to all golfers how there’s a Mitsubishi product on the market for them. Golfers search for very various things from their shafts and it’s as much as us to fulfill them the place they’re. The web site does an important job of that.”    

TENSEI Held in Excessive Regard 

Popularity is one thing you defend. TENSEI has earned theirs and continues to nurture it with customers, fitters and tour gamers.    

“Our firm is the most-played driver shaft model on main excursions and TENSEI is trusted on the highest degree,” Toulon says. “On client surveys, Mitsubishi is related to two issues: successful as a result of we’re borderline annoying with how usually we do win and, after all, technological innovation. TENSEI is the proving floor.” 



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