--- title: "Club Car: Marketing and dealer support for a global leader" description: "Culture Cartel ran marketing, advertising, social media, dealer development, trade shows and activations for Club Car golf and utility vehicles in South Africa." canonical: https://www.culturecartel.ca/work/club-car language: en-CA publisher: Culture Cartel --- Club Car # Club Car Full marketing and dealer support for a global golf and utility vehicle leader. - **Client:** Club Car - **Format:** Brand - **Industry:** [Golf and Utility Vehicles](https://www.culturecartel.ca/industries/equipment-dealer-marketing-canada) - **Location:** South Africa - **Year:** 2022 ![A Club Car Onward in Pearl Blue on a horse farm, a rider leading a horse behind it](https://www.culturecartel.ca/_frames/m/club-car.webp) Advertising · Dealers · Shows · Activations Club Car · South Africa Two buyers, *one brand*. Scroll 1. 01 / The insight Golf and utility, one program. Golf courses on one side, commercial operators on the other. Both served under one set of global brand standards. 2. 02 / Advertising Top of mind in both markets. Campaigns that kept Club Car top of mind with golf buyers and with commercial utility buyers. 3. 03 / Dealers Co-op support, global standards. Co-op marketing and the tools to compete locally, held to Club Car’s global standards. 4. 04 / Shows The range in front of buyers. We planned and delivered Club Car’s trade show presence for both segments. 5. 05 / Activations Put people in the vehicles. Activations where the product makes its own case. The full story Services - Advertising - Social media - Campaigns - Trade shows - Brand activations - Brand systems Practice - [Campaigns & Content](https://www.culturecartel.ca/services#campaigns-and-content) - [Experiences](https://www.culturecartel.ca/live) - [Strategy & Brand](https://www.culturecartel.ca/services#brand) Live links - [Club Car](https://www.clubcar.com) [Start a project like this](https://www.culturecartel.ca/start?service=campaigns-and-content&ref=club-car) ## The brief Club Car is a global leader in golf carts and utility vehicles. In South Africa, Culture Cartel ran all of it: marketing, advertising, dealer development, trade shows and activations. The brand needed consistent, high-quality execution across a wide dealer network. ## The insight Club Car sells to two very different buyers. Golf courses and clubs on one side. Commercial operators who need a working utility vehicle on the other. Both had to be served under one set of global brand standards, by dealers spread across a large territory. The answer was one integrated program with room for each segment, and dealers equipped to sell both. ## The work ### Advertising Campaigns that kept Club Car top of mind in both the golf and the commercial utility markets. ### Dealer development and co-op support We supported the dealer network with co-op marketing and the tools to compete in their local markets, held to Club Car’s global standards. ### Social media We ran Club Car’s social channels: a steady feed of lifestyle, golf and utility content, with local South African moments in the mix. ### Trade shows We planned and delivered Club Car’s trade show presence, putting the range in front of buyers from both segments. ### Brand activations Activations that put people in the vehicles, where the product makes its own case. ## The result One integrated marketing program for a global brand, run locally. Club Car stayed top of mind across both market segments, and its dealers had what they needed to compete. Ride along ## Take a slow lap. Low off the front, past the wheels and the seats, around the back seats of a Club Car Onward. Scroll to ride. 1. ![A Club Car Onward 4 Passenger in red in a bright white studio, seen low off its front right corner](https://www.culturecartel.ca/media/work/club-car/ride/onward-ride-01-v2.webp) 01 / The machine A global leader in golf and utility. Club Car is a global leader in golf carts and utility vehicles. In South Africa, we ran all of it. 2. ![Closing in on the front of the Onward at bumper height, the brush guard and headlights](https://www.culturecartel.ca/media/work/club-car/ride/onward-ride-02-v2.webp) 02 / Front end Two very different buyers. Golf courses and clubs on one side. Commercial operators who need a working utility vehicle on the other. 3. ![Low beside the Onward’s front wheel, the chrome rim and tyre close up](https://www.culturecartel.ca/media/work/club-car/ride/onward-ride-03-v2.webp) 4. ![Along the side of the Onward, looking in at the front seats and steering wheel](https://www.culturecartel.ca/media/work/club-car/ride/onward-ride-04-v2.webp) 03 / Wheels and seats The product makes its own case. Activations that put people in the vehicles. 5. ![Behind the Onward, the rear-facing back seats and grab bar](https://www.culturecartel.ca/media/work/club-car/ride/onward-ride-05-v2.webp) 04 / The back seats Room for each segment. One integrated program with room for each segment, and dealers equipped to sell both. 6. ![The Onward from a little height off its rear left corner, the canopy, seats and wheels in one view](https://www.culturecartel.ca/media/work/club-car/ride/onward-ride-06-v2.webp) 7. ![The Onward in a three-quarter view from the front left on a soft green floor in a white studio](https://www.culturecartel.ca/media/work/club-car/ride/onward-ride-07-v2.webp) 05 / The result Top of mind in both segments. One integrated marketing program for a global brand, run locally. Club Car and Onward belong to their owner and appear here only to identify the brand the work was for (see our [legal disclaimer](https://www.culturecartel.ca/legal-disclaimer)). The vehicle is a 3D model, shown for illustration. The film loops in the highlights below are Club Car’s own product footage, shown for illustration from work on the brand. Social media ## A feed that sells the ride. - Lifestyle first Golfers, families, resorts and estates, so the vehicle is always part of a day out. - Both buyers Golf fleets and personal carts next to utility vehicles at work. - Close on the detail Grilles, wheels, seats and lights, shot to show the build quality. - Local moments South African settings and events, like NAMPO Harvest Day in Bothaville. ![The Club Car South Africa Instagram grid we ran: golf carts on courses and resorts, families, golfers, utility vehicles, detail shots of grilles and wheels, and local moments like NAMPO Harvest Day in Bothaville](https://www.culturecartel.ca/media/work/club-car/instagram-profile-grid.webp) Project highlights 01 / A Club Car Onward in a light-bar studio, from Club Car’s own product film ![Club Car vehicle in a lifestyle setting](https://www.culturecartel.ca/media/w/f79f2c_31ba10ba91004ea3-1200.webp) 02 / Club Car vehicle in a lifestyle setting ![Club Car golf cart on the course](https://www.culturecartel.ca/media/w/f79f2c_0852417c63244dd0-1200.webp) 03 / Club Car golf cart on the course ![Club Car utility vehicle at work](https://www.culturecartel.ca/media/w/f79f2c_0ea4d04df31842a1-1200.webp) 04 / Club Car utility vehicle at work ![Club Car golf cart on a resort path among palm trees](https://www.culturecartel.ca/media/w/f79f2c_2fea066f89e245e4-1200.webp) 05 / Club Car golf cart on a resort path among palm trees 06 / A Club Car Onward under coloured light, wheels and headlights, from Club Car’s own product film ![Club Car dealer marketing visual](https://www.culturecartel.ca/media/w/f79f2c_cc2deb719dd24d1c-1200.webp) 07 / Club Car dealer marketing visual ![Club Car advertising creative for South Africa](https://www.culturecartel.ca/media/w/f79f2c_cc6c0ad1baea4636-1000.webp) 08 / Club Car advertising creative for South Africa ![Club Car golf and utility vehicle range](https://www.culturecartel.ca/media/w/f79f2c_78f46fe6efca4367-1200.webp) 09 / Club Car golf and utility vehicle range ![Club Car brand activation in South Africa](https://www.culturecartel.ca/media/w/f79f2c_4a9af9bc06a54e76-1200.webp) 10 / Club Car brand activation in South Africa Results described qualitatively. ## Start a project like this. Ideas that travel, made at the speed culture moves. Tell us where you are and where you need to be. [Start a Project](https://www.culturecartel.ca/start?service=campaigns-and-content&ref=club-car) [Ask about this project](https://www.culturecartel.ca/lens?mode=ask&ref=club-car) Related work - [Polaris](https://www.culturecartel.ca/work/polaris): Built brand trust. Drove dealer traffic. Levelled up the category. · Brand / Powersports and Outdoor / Johannesburg / 2020 - [Kubota](https://www.culturecartel.ca/work/kubota): The strategic engine behind a category-leading brand. · **80+** Dealers supported across Southern Africa · Brand / Agriculture and Power Equipment / Johannesburg / 2021 - [Linhai](https://www.culturecartel.ca/work/linhai): Powering the #1 selling value-class all-terrain brand in South Africa. · **#1** Selling value-class quad and side-by-side brand in South Africa · Brand / Powersports and Outdoor / Johannesburg / 2022 [Next project F1inTO We took F1inTO over and built it into the biggest race day in Toronto. Keep scrolling](https://www.culturecartel.ca/work/f1into) --- Culture Cartel, 8 The Esplanade, Toronto, ON M5E 0A6. info@culturecartel.ca, +1 647 459 2154. Start a project: https://www.culturecartel.ca/start