From Brent Kelley,
Your Guide to Golf.
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Feb 8 2007

Almost seven years after the Pro V1 golf ball made its "official" debut at the 2000 PGA Tour Invensys Classic in Las Vegas, Titleist's top-of-the-line ball brand of Pro V1/Pro V1x continues to dominate the field.

In a news release announcing the updated versions of the Pro V1 and Pro V1x balls for 2007, Titleist did a little bragging:

• More than 43-percent of the money spent in 2006 in on-course ball sales was spent on the Pro V1/Pro V1x, according to Golf Datatech.
• The on-course market share in 2006 of the Pro V1/Pro V1x was more than the combined brand shares of Bridgestone, Callaway, Nike, TaylorMade, Top-Flite and Maxfli, according to Golf Datatech.
• And the Pro V1 has maintained its position as the best-selling golf ball - on-course and off - since March 2001.

The golf market is one is which brands come and go; out with the old, in with the new. Golfers want that next big thing, and that often means ditching an old brand to introduce a new one.

But seven years later, Titleist has no reason to do anything radical with the Pro V1/Pro V1x franchise. If it ain't broke, don't fix it. Just keep riding those sales.

So, as the company has done a couple times since that 2000 Invensys Classic, "new" Pro V1 and Pro V1x balls are coming to market this year with minor modifications and upgrades to the existing models.

The 2007-year model Pro V1 and Pro V1x balls arrive in retail outlets on Feb. 15, 2007, with price tags of $58 per dozen for each version.

What tweaks has Titleist made to its moneymakers? The changes mostly involve dimples and alignment aids, but the effects are these:

• Pro V1: The new version has a slightly higher trajectory than the previous iteration.
• Pro V1x: The new version has a slightly lower trajectory than the previous iteration.

Both versions, Titleist says, offer a little more distance than before.

So that's the performance update. Here are the two primary technology updates:

• Staggered Wave Parting Line: The parting line is where the two halves of the ball's outer shell come together. The Staggered Wave Parting Line, according to Titleist, allows for greater dimple surface coverage and, therefore, better aerodynamics and more consistent ball flight.
• AIM: AIM stands for "Alignment Integrated Marking," and simply put its an alignment aid on the ball. You may be one of those golfers who draws a straight line around the ball, or at least around part of its circumference. AIM is Titleist's way of doing that for you. The balls' brand - Pro V1 or Pro V1x - is the ball's sidestamp, and arrows extend out from either side of that branding.

One more update: Ball numbers 5-8 will be available in addition to traditional numbers 1-4. The superstitious should take note.

For a more detailed look at the new Titleist Pro V1 and Pro V1x balls, check out the Titleist news release online.

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