Titleist's new "AVX" golf balls, with premium urethane covers

[crazygolfnut]

I am having trouble figuring out where the AVX fits in. The Titleist website has a pull down and puts them in this order. The AVX is listed at the bottom.

Pro V1

Pro V1x

Tour Soft

Velocity

AVX

[Break81]

There is no company out there not trying to gain market share every day. Titleist did not just wake up last week and say Hmmm, maybe we ought to try to get more market share.

 

They are late to the party though. To me that says they are reactive to something.

 

All other brands have been more active in things like matte finish, Truvis pattern and low compression. Titleist has claimed compression is overrated and that everyone can benefit from the ProV line up. Now they “test” the AVX. Again , IMO reactive to something.

 

I applaud them though , it’s been a few years overdue to see them get into other markets .

[games]

Titleist has NOT put any limit on how many AVX per customer. That was PGA Superstore, not Titleist. There are hundreds of pro shops around the country happy to sell you all the AVX you want.

 

Prove it.

[North Butte]

There is no company out there not trying to gain market share every day. Titleist did not just wake up last week and say “Hmmm, maybe we ought to try to get more market share”.

 

They are late to the party though. To me that says they are reactive to something.

 

All other brands have been more active in things like matte finish, Truvis pattern and low compression. Titleist has claimed compression is overrated and that everyone can benefit from the ProV line up. Now they “test” the AVX. Again , IMO reactive to something.

 

I applaud them though , it’s been a few years overdue to see them get into other markets .

 

Yes the whole business has become a race to the bottom. The day is coming soon when ProV1 is sold in “ammo boxes”, Ping releases new driver models every six months and pitching wedges have 24 degrees of loft.

 

P.S. Titleist’s apparent changes in strategy may owe more to changes in their corporate governance than to other golf brands...

[SAM_PGA]

I finally had a chance to play the AVX golf ball all week at the PGA Merchandise Show. Played 4 times with both the white and yellow. Before I give my thoughts on the ball, let me predicate with a conversation with one of the Titleist golf ball R&D gurus at the show.

 

1. The AVX does not replace the NXT, the NXT is now the Tour Soft

2. The AVX it targeted at the high spin player, not necessarily the high ball speed/launch/spin guy, but also the player that struggles with severe side spin

3. The test market window for the AVX just ended so Titleist is still in the planning stages for release, probably late spring/early summer.

4. The test market revealed overwhelming support for the golf ball, not only in performance, BUT IN PRICE!!! No indicating what the retail price will be

5. Remember, the AVX was released in test markets first and then to key accounts. This may or may not be the final product....

 

My take on the golf ball was it LAUNCHED VERY LOW off the driver. I cranked my 917 D2 9.5º up to 11º which increased launch a bit and spin. I hit some bombs and personally enjoy seeing loft on a driver because I don't feel like have to "help" the ball in the air. I had no problem once I fit the driver to the golf ball. Off the irons it was FAST and held its line unbelievably in the wind both into and down wind. It also held its line from wherever the face was pointed, normal draws and fades didn't move a whole lot. I don't play high spinning shots around the greens so I didn't have any problems around the greens. Full shots with short irons released a bit and wedges stopped on a dime. The putter felt like a Pro V1X. I was initially 1/2 club longer with my AP3 irons loft bent 2º weak (vs. my AP2s std loft) and this AVX made them a full club longer.

[chris975d]

Titleist has NOT put any limit on how many AVX per customer. That was PGA Superstore, not Titleist. There are hundreds of pro shops around the country happy to sell you all the AVX you want.

 

Prove it.

I'm a proshop and I would sell anyone all they want. Got the max shipment of AVX in when they were released in test markets and can't move the damn things. Sold 3-4 sleeves since the initial launch. No one in GA wants them. Lol.

[poppman2142]

I am having trouble figuring out where the AVX fits in. The Titleist website has a pull down and puts them in this order. The AVX is listed at the bottom.

Pro V1

Pro V1x

Tour Soft

Velocity

AVX

Premium Balls

Pro V1x highest launch and spin

Pro V1 lower launch and lower spin

AVX lowest launch and spin

 

Non premium balls

Tour Soft softest and lowest compression of all the balls

Velocity high launch and low spin

 

The AVX will be shipping in May in white and yellow with the same price point as Prov1's.

[Guv280984]

Anybody willing to send me a sample to UK?

[kgreene]

My head pro (Titleist sponsored) gave me a sleeve of AVX's last fall. I did NOT like them! The article says 'softer' !?!?! No way. They felt very hard and 'clicky' (if that's a word) Maybe a little longer and straighter with the driver or 3 wood but hated them with any other club. Couldn't stand the sound either.

[ThatKyle]

Dumb question, but why would Titleist not call them Pro AVX? I feel like that could speak to some of the selling struggles chris975d cited back in February as people are seeing them as a 'lesser' ball more in line with the NXT.

[North Butte]

Dumb question, but why would Titleist not call them Pro AVX? I feel like that could speak to some of the selling struggles chris975d cited back in February as people are seeing them as a 'lesser' ball more in line with the NXT.

 

I am guessing they want “Pro V” to be reserved for only balls played on Tour. AVX is far too lacking in short-game performance for Tour players IMHO.

[HackinNut]

Since these were released nationwide today, apparently Titleist knew something that we all didn't. It apparently sold enough on the 3 trial states to prove noteworthy to release on it's own. I personally don't get it. But their marketers must know something.

[North Butte]

Since these were released nationwide today, apparently Titleist knew something that we all didn't. It apparently sold enough on the 3 trial states to prove noteworthy to release on it's own. I personally don't get it. But their marketers must know something.

 

Titleist were a bit misleading with the "trial states" thing. That was only strictly true for a month or so. After the first 6-8 weeks in those states only, they started seeding them all over the country.

 

AVX has been widely available for months now, initially in limited quantities but lately my club's pro shop (nowhere near the "trial states") has been able to order as many as they like.

 

Based on my experience, they found a customer niche that isn't huge (compared to Titleist's normal volume) but who tried AVX and decided to stick with it no matter what. Apparently enough of us to make it a real product on an ongoing basis.

[smeddy]

Since these were released nationwide today, apparently Titleist knew something that we all didn't. It apparently sold enough on the 3 trial states to prove noteworthy to release on it's own. I personally don't get it. But their marketers must know something.

 

I think they didn't sell enough in the 3 states so they are releasing them to the rest of the country to get rid of them. I for one did not like them at all. They were no where comparable to the Pro-V1 or X. The only thing I did like about the white AVX was the dimple style, reminded me of the old Maxfli HT balatas.

[North Butte]

Since these were released nationwide today, apparently Titleist knew something that we all didn't. It apparently sold enough on the 3 trial states to prove noteworthy to release on it's own. I personally don't get it. But their marketers must know something.

 

I think they didn't sell enough in the 3 states so they are releasing them to the rest of the country to get rid of them. I for one did not like them at all. They were no where comparable to the Pro-V1 or X. The only thing I did like about the white AVX was the dimple style, reminded me of the old Maxfli HT balatas.

 

People taking the Titleist Ball Plant tours since at least back before Christmas were reporting they had a huge production line full-time dedicated to AVX and were building up an enormous stock on hand for the eventual full release. They are not "getting rid" of the initial balls. AVX is an actual, current-production product with the line running every day producing more of them

[Jagpilotohio]

Oh Yaaaaaayyyyy!! Yippee! Another $47.95 “super premium” ball from Titleist that I won’t ever play!!

 

I can hardly contain my overflowing enthusiasm!!

 

It will be a very chilly day in hell before I EVER spend $4 dollars on a golf ball. Freaking joke.

[North Butte]

Carl Spackler:

This place gotta pool?

Ty Webb:

Pool and a pond... Pond be good for you.

[gmangolf]

I played a full round with the AVX. It is a great ball. Feel and distance were good. Not sure about green side spin yet. We were playing a dry, desert course with fast greens... everything rolled out - whether it was a Pro V1 or an AVX. I would say that I want a ball that spins around the greens, so that may be a deal breaker with the AVX.

 

Probably was most impressed by the durability. No problem playing the entire round with one ball - and I had to take a few hikes into the baron desert to retrieve it.

[farmer]

So, the AVX is about four dollars a dozen cheaper than ProV's, but is not nearly as good. At a premium price, I want premium performance. I don't see the target consumer here. The people who want Titleist, but for some reason can't afford the extra four bucks?

[North Butte]

I played a full round with the AVX. It is a great ball. Feel and distance were good. Not sure about green side spin yet. We were playing a dry, desert course with fast greens... everything rolled out - whether it was a Pro V1 or an AVX. I would say that I want a ball that spins around the greens, so that may be a deal breaker with the AVX.

 

Probably was most impressed by the durability. No problem playing the entire round with one ball - and I had to take a few hikes into the baron desert to retrieve it.

 

I came to AVX from ProV1x (also B300 for a while). On little routine 15-20 yard chips I play everything to roll out a bit anyway, I don't attempt the "low spinner" chip shot. ProV1x and AVX were totally indistinguishable on those shots, given my mediocre technique at least. If you depend on being able to hit the "low spinner" I almost guarantee you will dislike AVX.

 

The reason I suspect a spin player like yourself will dislike the AVX is on the slightly longer ones where you're hitting the ball 30, 40, 50 yards over a bunker or something and hitting it hard enough you expect it to dig in and stop. On those shots a ProV1x will stop almost dead in its tracks for me (unless the greens are ridiculously firm) but the AVX insists on rolling out 10-20 feet.

 

For me that's not a total deal-breaker. It's not like it scampers off the back of the green as a Velocity or e6 or Pinnacle Gold would do. But it isn't ideal. A couple of guys at my club who tried AVX did not like it for that reason. One guy particularly cited bunker shots. He doesn't have much clubhead speed but a ProV1 will land pretty soft out of bunkers for him, not so the AVX.

 

So, the AVX is about four dollars a dozen cheaper than ProV's, but is not nearly as good. At a premium price, I want premium performance. I don't see the target consumer here. The people who want Titleist, but for some reason can't afford the extra four bucks?

 

AVX is exactly the same price as ProV1 and ProV1x. Same MSRP, same MAP.

 

As for "not nearly as good" I believe you mean to say, "does not spin nearly as much". For me the low trajectory and low spin results in me hitting one full club or less into Par 3 and Par 4 greens with AVX as compared to higher spinning, higher flying Tour balls. That more than balances the slight lack of partial wedge shot spin. For my game is far better than ProV1/ProV1x.

[tbowles411]

As for "not nearly as good" I believe you mean to say, "does not spin nearly as much". For me the low trajectory and low spin results in me hitting one full club or less into Par 3 and Par 4 greens with AVX as compared to higher spinning, higher flying Tour balls. That more than balances the slight lack of partial wedge shot spin. For my game is far better than ProV1/ProV1x.

This is where I come in. I played again this weekend and used this ball on every hole. I'm a high launch guy. This ball lowered my flight and I got a bit more carry, but a lot more run. On my home course we have a downhill par 4 that if you take driver and are off just a little you're wet on the left and in deep woods on the right. I didn't pipe the drive, but with the reduced spin, the ball stopped turning, hit the ground and ran for 15 yards into some rough before a creek. I've never hit the ball as far and saw a part of that hole I'd never been to before. It was nice having an 8 iron in, instead of a 6.

 

And those who think it'll save you on a bad swing, nope. I sliced this ball into oblivion when I got lazy and left the clubface wide open.

 

The price doesn't matter to me. Either you're going to pay $3.34 per ball for a Chrome Soft, Z-Star or $4.00 for an AVX or ProV1, new. 67 cents isn't going to kill most people. Either play it or don't play it. It doesn't mean it's bad or overpriced. If you're playing a premium ball, then it could be worth your time. If you're playing anything under $39, this may not be your ball. It is what it is.

[North Butte]

As for "not nearly as good" I believe you mean to say, "does not spin nearly as much". For me the low trajectory and low spin results in me hitting one full club or less into Par 3 and Par 4 greens with AVX as compared to higher spinning, higher flying Tour balls. That more than balances the slight lack of partial wedge shot spin. For my game is far better than ProV1/ProV1x.

This is where I come in. I played again this weekend and used this ball on every hole. I'm a high launch guy. This ball lowered my flight and I got a bit more carry, but a lot more run. On my home course we have a downhill par 4 that if you take driver and are off just a little you're wet on the left and in deep woods on the right. I didn't pipe the drive, but with the reduced spin, the ball stopped turning, hit the ground and ran for 15 yards into some rough before a creek. I've never hit the ball as far and saw a part of that hole I'd never been to before. It was nice having an 8 iron in, instead of a 6.

 

And those who think it'll save you on a bad swing, nope. I sliced this ball into oblivion when I got lazy and left the clubface wide open.

 

The price doesn't matter to me. Either you're going to pay $3.34 per ball for a Chrome Soft, Z-Star or $4.00 for an AVX or ProV1, new. 67 cents isn't going to kill most people. Either play it or don't play it. It doesn't mean it's bad or overpriced. If you're playing a premium ball, then it could be worth your time. If you're playing anything under $39, this may not be your ball. It is what it is.

 

I went through a spell of losing multiple balls per round a few weeks ago. Drove me crazy at $4/ball. So I was seriously considering getting some cheap ($1-ish) distance balls to use on days when I'm struggling with my swing. More than usual I mean!

 

I mentioned that to my wife and she was like, "Why beat yourself up over a few dollars when you spend thousands a year playing golf and buying golf stuff. Just buy another box if you run out". So I'm sticking with the AVX and, thankfully, my lost-ball spree seems to have resolved itself, hopefully for a long time.

 

P.S. I probably ought to leave out the part where she added, "...and c'mon, you know you like buying expensive stuff anyway..."

[Canoe Paddler]

To me, the biggest benefit I found with this ball is the performance in wind. I despise playing in windy conditions despite living on a fairly windy course. I’ve tried a LOT of different balls, including the TP5X which I’ve heard so many swear by as the best for performance in the wind. AVX is the first ball that is noticeably better for me in the wind. It’s a full club longer into a headwind of 10+mph than any other premium ball I’ve tried.

 

If I were a tour pro hitting into basketball court firm greens, I wouldn’t consider this ball, but I’m not and the conditions I play in are typically medium to soft for 9 months of the year, so I will probably be using this ball.

[n_rones]

Looks like a Bridgestone that says Titleist on it

[AmazinBlue]

The AVX is the first Titleist ball I have really liked since the Professional. I was planning to give the Tour Soft a good shot to be my gamer ball, but The AVX is better around the greens. The AVX is my main ball until further notice.

[mikedit]

I played them when I was in Florida in February, liked how it performed in the wind. Will give them a go now that the season is starting here.

[FSUGolfdog]

I played them most of the winter here simply due to the cold weather and I needed to ball to go a little further, I played some of the best winter golf I'd ever played with this ball. In other words my handicap didn't rise to it's usual winter number. Was it the ball? no idea.....now that it's warmer I'm trying to decide whether to go back to the X or stick with the AVX. In the AVX's defense I've never played with it when it is warm and our greens are softer in the summer due to the 100*+ heat so they might work.

[Jrweber77]

For about $27 a dozen when ordering the value pack, Titleist balls aren’t even close to Snell Black or Red ... mic drop! Why waste your money!

[mp29]

Anyone compare spin characteristics on these to TP5X with driver and iron full swings? Curious which is generally lower.

[North Butte]

I have never hit a TP5X but will bet anything AVX is much lower spin off irons and lower trajectory off driver and irons. It is one low spin, very low trajectory golf ball!