In our interview with CMO of Atlas Carts, Landon Wisser, we discuss their latest innovation unveiled at the PGA Show.
We noticed you had a significant presence at the PGA show this year.
Correct, we launched Atlas at a private event during the PGA Show in 2023. However, this year we decided to invest in a booth showcasing our next generation models including our 2024 Limited Edition as well as our new LSV line up. We also wanted prospective and current dealers to have an opportunity to engage with our experienced leadership team.
You mentioned your experienced leadership team, you guys seem to really have a star-studded cast of industry veterans at Atlas.
Yes, last we calculated our team has over 170 years of combined experience in the golf cart industry. Our co-CEOs Sanjay Kopay and Mark Messick were both with E-Z-GO as well as Club Car and really made a name for themselves with their involvement in the launch of the Onward PTV.
Jake Guinn, our VP of Sales started his career at E-Z-GO where he worked with Mark and Sanjay playing a pivotal role in the growth of the E-Z-GO Genuine Parts and Accessories department. The majority owner, Aaron Gouldie is also the founder of the MODZ aftermarket accessories brand, one of the fastest growing brands in our industry.
However, our experience and commitment to producing an industry leading golf cart extends across our entire organization. Our vehicles are proudly designed and assembled in Williston, South Carolina. Williston is also home to our incredible service and technical support teams. We have really built a talented team of dedicated individuals with the goal of providing an exceptional experience for both our customers and dealers alike.
Amazing, you seem to have a really strong team and we didn’t know Atlas was associated with the MODZ brand.
We try to leverage the insights we have gained from the aftermarket business and apply them to the Atlas vehicle. In fact, our new seats were inspired by one of our more popular MODZ seats. In addition, our next generation Atlas features new, innovative wheel designs developed by MODZ. From our automotive styling to our new line of wheel options, our goal is to progress with our rapidly evolving industry.
When you say rapidly evolving industry, you’re not kidding. Speaking of which, what’s new with the next generation of Atlas?
A big announcement for us at the PGA Show is the introduction of the industry’s first lifetime powertrain warranty. All next generation Atlas vehicles available later this year will include a lifetime powertrain warranty.
Wow, a lifetime powertrain warranty, what’s the catch?
There is no catch. We have partnered with Nidec one of the largest electric motor manufacturers in the world to bring our customers a powertrain unrivaled in reliability. Our lifetime powertrain warranty includes not only the motor, but also the motor controller and trans-axle.
The lifetime powertrain warranty is non-transferrable and does require scheduled routine maintenance, but we see this as a nice value add for our dealers.
That’s impressive, is there anything else our readers should know about the next generation of Atlas vehicles?
Our next generation models feature two big changes that everyone is really excited about. First, we drastically improved the sound system which we now call Atlas WAVE. We accomplished this by reengineering the acoustics of the dashboard, increasing the diameter of the down firing speakers, and adding illuminated titanium tweeters to dash. We are confident that we have the highest fidelity audio system standard of any golf cart on the market.
That sounds amazing. What’s the other big change?
The other big upgrade is to our seats. We moved away from a more traditional low back seat to a higher seat with an integrated headrest and added bolstering. Our new seats feature elegant top stitching and a unique combination of patterns that makes for a very sophisticated look. These are seats that truly look as good as they feel.
It looks like the front emblem now has lights, is this a standard feature?
Yes, all our next generation Atlas vehicles feature an illuminated front Atlas emblem for a more modern look that really complements our automotive style headlights. We also offer optional grill lights for an even greater one-of-a-kind look.
You also mentioned LSV, are these now available?
Yes, we’re currently selling LSVs in several states across the country and new states are being added regularly. We know that a lot of areas require LSV and we want to provide a top notch vehicle for these markets. Our LSV models feature a DOT approved windshield, electric wiper, pedestrian warning system, backup camera and an illuminated license plate bracket.
You all have a lot going on. Is there anything else you have in the works?
Definitely, we’re launching an industry leading cart configurator that will allow customers to build their perfect Atlas with an incredible level of photorealism. These configurations will then be sent to the nearest Atlas dealer and should be an excellent lead generation tool. We are also continuing to build on our best-in-class dealer portal, but these are just a few of things we have in the works for 2024.
This all sounds great, being this is our PGA Show edition, what was the greatest insight you gained from this year’s show?
The show really reiterated the importance of our partnerships with our growing network of dealers. It was incredible to hear the wonderful feedback from our dealers located across the country. Our dealers also appreciate our willingness to work with them and to act upon their feedback.
We’re still a small company which allows us to be more agile and work with our partners on a more personal basis. We’re excited to continue to grow our network of dealers and to build upon our current partnerships.
