Why people are willing to pay $650 for PXG’s new wedge

PXG is rolling out a 100 percent milled wedge, the PXG 0311T. OK, great. Interesting news. Let’s have a look at the price tag, shall we? And…oh, it’s $650. What’s going on here?

If you’re scoring at home, that’s about six times what an industry leading Titleist Vokey wedge costs. How the heck is this possible? Has Bob Parsons finally lost his mind? Is this mere luxury pricing and conspicuous consumption, or could $650 for a wedge possibly be justifiable?

To answer those questions, let’s look at the 0311T and how it differs from traditional forged offerings: In a couple of words: greater precision and tighter tolerances.

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Some Golf Club Manufacturing 101: A traditional forged wedge is essentially “stamped” from a block of steel. Almost all wedges are produced this way. It’s more precise than casting, in which molten steel is poured into a mold, but less precise than milling. Many putters are milled, but it’s a process too time-consuming and expensive to make irons from (usually). Essentially a milled club is carved out of a block of carbon steel using the precise tolerances of CNC milling.

If you want to know what this process looks like, check out the video from PXG. You can see how the result mirrors the CAD drawing exactly.

Also, because the milling process takes substantially longer than the process of forging a wedge, simple economics indicate a company is going to boost the cost to cover expenses.

“Every line, curve and angle are produced to exacting specifications for consistent performance and advanced shot-making,” the company said about the 0311T.

So, do you need a $650 wedge milled from 8620 carbon steel in a more than four-hour process? Certainly not. But if you’re looking to buy the most precisely manufactured, and arguably best-feeling wedge at any cost, then the PXG 0311T wedges will appeal to you.

Again, perhaps all of this is quite insane. But Parsons is not merely tacking a $500 markup on a forged wedge, they are legitimately using a “better” more time-consuming process to make their wedges. And while this may never appeal to the majority of golfers, it’s really not for the majority of golfers.

Deep-pocketed equipment enthusiasts, high-level amateurs, and pros will turn out for the 0311T in droves, and that’s the segment of the market Parsons is targeting. And of course, the buzz generated by a $650 wedge is free press for the company as a whole, reinforcing the spare-no-expense, try-anything perception of the brand.

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