Club Car CRU

Be A Detourist

What happens when you take a golf cart and re-mix it with a panoramic living space? A social micromobility experiment between Club Car and BMW’s Deisgnworks turned into a category-creating product and campaign launch. New name, new brand identity, new soul and expression to the world. Be A Detourist is a colorful, bold, and spontaneous reflection of the audience we targeted in the emerging NEV (neighborhood electric vehicle) market. We watched as the press did double-takes and dealers sold them as fast as Club Car could make them. 

Product Naming & Launch Strategy/Branding/Social/Production

CREATED WITH OUR TEAM AT SIXSPEED