MGI Golf, one of the world’s leading electric trolley manufacturers, is launching a new line of laser rangefinders.
Let that statement marinate for a second or two, would you?
When Motocaddy did the same thing last December, my editor posed an interesting question: Do we really need another $249-ish laser rangefinder?
He asked the same thing yesterday.
And I told him the same thing yesterday as I did in December.
Need, my friends, has nothing to do with it.
Oh yeah, you’re gonna want to read the rest of this one.
MGI laser rangefinders: What’s need got to do with it?
With apologies to the late Tina Turner, that’s the better question to ask.
Once one $249 laser rangefinder hits the market, technically you don’t need a second one. As someone who grew up finding the 150-yard marker and pacing off distances, you could argue that you don’t need a laser rangefinder at all.
Once we understand that, then we can get to the heart of the matter, which is why MGI is adding a trio of new rangefinders to its lineup? Well, the most obvious answer is, in the case, most likely the correct one: Because it can.
And there’s no downside.
By adding the Sureshot PINLOC 7000 series (how’s that for a name?) to its offering, MGI adding another layer to its business as what is likely a very low capital investment. The Sureshot PINLOC 7000 series feature set doesn’t feature any paradigm-shifting technological breakthroughs. Most likely they are “me-too” products MGI sourced from a supplier, chose the style, feature set and finish it wanted, slapped their name on it and got into the rangefinder business.
Rangefinders are not, in fact, a new venture for MGI. Two years ago, it released the SlimPRO ($299), which sits alone in the MGI offering. There is also a trio of PINLOC 6000 rangefinders with similar naming conventions but look outdated when compared to the 7000 series.
Don’t misunderstand us: there’s nothing wrong with this approach. It’s called “buy-sell” and it’s done in virtually every industry. Manufacturers use “buy-sell” to flesh out their offerings with little to no capital investment. They can now capture a slice of a market they weren’t capturing before and solidify their brands as a more “complete” solution.
What are these new MGI laser rangefinders all about?
As mentioned, the lengthily-named MGI Sureshot PINLOC 7000 laser rangefinder series doesn’t include anything that will rock your world. MGI is offering three levels, each with an additional feature or two.
The most basic model is the PINLOC 7000iM. According to MGI, it features advanced optics and “intelligent targeting technology.” While it’s not explained, we presume it’s speed related. The 7000iM retails for $229.
Next is the PINLOC 7000iPM. The “P” stands for “Pulse Technology,” meaning the unit pulses or vibrates once you’ve locked on to the target. It sells for $249.
MGI Sureshot PINLOC 7000iPSM – $299
Finally, there’s the PINLOC 7000iPSM. This unit includes slope technology to adjust for elevation changes, as well as a 1.69 inch external display screen. In its press material, MGI did not describe what display actually, you know, displays. Since there’s no mention of a GPS function, we can only go by the image above, in which the display shows the laser’s measurements, which is the same thing you get when you look through the rangefinder anyway. If that’s the case, it looks like a cool feature that may be a solution in search of a problem. MGI does say the unit will show the number for 15 seconds and includes a recall function for the most recent distance shot.
The 7000 iPSM retails for $299.
This is a curious lineup. You’ll find basic units in the $249 price range that will include pulse and slope. Slope, in fact, is pretty much a standard requirement, so it’s unusual that MGI would only include that feature in its highest priced unit.
The fascinating MGI Golf backstory
We did a little digging into MGI’s background and found is started almost by accident The company is Australian and its roots date back to 1993. Founder Ian Edwards was looking to buy an electric trolley for his father, who was an avid golfer. He contacted a small company called Caddymatic, located in nearby Melbourne, to buy one.
That company unexpectedly offered Edwards the opportunity to buy its entire inventory as start selling electric caddies himself. Which he did.
Edwards rebranded Caddymatic as Motorized Golf Australia (MGA) and ultimately as Motorized Golf International, or MGI. By the late ‘90s, MGI started designing and manufacturing its own models, as opposed to serving as only a distributor.
Our own testing shows MGI makes a dandy electric trolley (or electric caddie, or electric pushcart – whatever you care to call them). The company launched a simple, slim laser rangefinder two years ago, and this PINLOC 7000 launch is a clear signal it intends to extend its offering.
“The Sureshot PINLOC 7000 series was developed to provide the speed, accuracy and ease of use players expect while enhancing the walking golf experiences that defines the MGI brand,” says Miranda Turner, MGI CEO and Ian Edwards’ daughter. “Our focus remains on developing products that help golfers play with greater confidence and convenience.”
Who will buy these?
More people than you might think. While I’m sure MGI would love to sell a ton of these, my guess is they’re thinking market sliver more than market slice.
MGI loyalists are an obvious and built-in customer base. Then there’s anyone who wants a mid-priced rangefinder but doesn’t want to risk buying one from some unknown, unnamed company selling super cheap ones on Amazon.
MGI, like Motocaddy before it, has worked quite hard to establish its brand and its reputation. Therefore, you can be reasonably confident these things aren’t junk. This is also a way for MGI to get its name in front of customers who might not know it exists. Electric trolleys aren’t an oddity anymore, but it’s still an emerging market. If you’re Google search for “laser rangefinder” happens to land on an MGI Sureshot PINLOC 7000 and you didn’t know the company is also a leader in electric trolley’s, that’s a big win for MGI’s marketing department.
On another level, adding laser rangefinders to the line can allow retail customers to add ancillary product to their orders. They might do this to reach free-freight thresholds or even quality for deeper quantity discounts. In the case of low- to mid-priced laser rangefinders, retailers only care that they sell one. Which brand they sell tends to matter a little less.
The MGI Sureshot PINLOC 7000 series is on sale now on the MGI Golf website.
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