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FIRST LOOK! – 2013 Cobra Amp Cell Driver

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Industry Changing Technology? (The 6-In-1 Driver)

What if I told you that starting on Feb. 8, 2013 Cobra-Puma Golf was going to give you 6 drivers ($1,794) for the cost of just 1 ($299)? You might have noticed from the banner that their new slogan is "Golf Made Easy".  And while this might not be easy to explain the first time around (there is a LOT going on with this new driver), in theory it does make things a hellova lot easier, not only for the golfer but also for the stores that will be carrying these new Cobra Amp Cell drivers.  And then there are the ways it could change the game and other possibilites it will begin to offer the consumer.

Days Of Selecting Loft On Your Driver Might Be Over!

That's because the days of having to worry about selecting the right loft on your driver might just be over!

Remember when we talked about the new trademarks Cobra applied for...the MyFly and SmartPad?  Well if you don't...no need to worry.  Basically in a nutshell these two words that sound like something Apple would have invented and had people waiting in lines wrapped around a building for mean that you only need to buy one driver and you will get all the lofts included.  Sound crazy?  So, imagine you have a 10.5 degree driver but the wind conditions for today's round would be better suited for an 8.5 degree driver...no problem.  Or how about the course conditions you are playing would lend itself better to a 9.5 or how about an 11.5...no problem.  Because now Cobra is basically giving you a 6-in-1 driver in the bag to choose from.

"Golf Made Easy"

Like I said they're making it easy for you.  Just choose what color and what flex and your done.  Tired of complex adjustability, they thought about that.  Tired of having to carry so much inventory as a retail store owner, problem solved.  Want a fade or draw setting or square face, you starting to get the point...they got you covered.  Only want to carry 1 fairway wood but have it serve the purpose of a 13°, 14°, 14° Draw, 15°, 15° Draw and 16°?  Well...their 3-4W offers that.  And their 5-7W model adjusts between 17°, 18°, 18° Draw, 19°, 19° Draw and 20°.  Like I said their is a LOT going on here and even more so when you look at the graphics of the head, shaft, headcover and grip.  Little bit overwhelming to be honest...but in a good way.  I get a lot of emails from readers wishing that golf manufacturers would give them some new technology and outside the box thinking...well...here it is.

Evolutionary Tech & Revolutionary Tech?

When we first heard the rumors about the MyFly and SmartPad technology in the yet to be released Cobra Amp Cell driver a couple months ago...it had many of our readers believing that Cobra had somehow figured out a way to sprinkle pixie dust over the common physics principles we have come to know when it comes to "true loft" (vs) "effective loft".  Yeah I know...for many of you...you might not care about this which is why I won't get into an in-depth lecture on the specifics.  But what I will say for those that are going to ask the question...is that no Cobra has not defeated the laws of physics but they did bend the rules in a way that is going to make it much more user-friendly, easy to understand than any of the other companies with similar technology to date.  Do other companies offer similar technology?  Yes.  But were the others able to put it in a marketable package that was easier to understand and use for the consumer and one that could effectively change the way golfers purchase woods from this point forward like the Cobra system?  No.

We Asked Cobra - "How Did You Do This?

So...for those who are wondering how they have achieved this feat and how it might differ from similar systems like that of a Taylormade's, I went directly to the source.  I knew that many golfers were going to be asking this question so I wanted to hear it directly from the creators.  I asked the R&D guys over at Cobra point blank: "How does this MyFly and SmartPad technology improve over the Taylormade system and other similar technologies from other companies.  And is this simply a dummy down version or an improvement.  Or has your team come up with some magic no one in the industry has known about."

Cobra's Response

From Cobra: "Our MyFlyTM technology combined with our SmartPadTM technology provides great benefits to the golfer.. The benefit is ease of use and ability to manipulate face angle on the golf course.  The combination of the two technologies allows the face angle to sit relatively square when the golfer holds the club at address regardless of the loft setting.  This simplifies the adjustment process by not having to make a second adjustment to keep the face square.  The golfer simply sets the club down at the face angle position that appeals to him.

MyFly technology allows the golfer to adjust his loft.  Six settings (8.5°,9.5°,9.5°D,10.5°,10.5°D, 11.5°) are available in the AMP CELL Men’s driver.  DRAW settings are a result of the lie angle in those settings being more upright than the non-draw settings.  For example, the 9.5° D setting is two degrees more upright than the 9.5° setting.  This more upright setting causes the toe of the club to be higher than the heel (when the club is held in the golfer's natural address position).  The loft on the face of the club becomes angled slightly to the left of the target (for a right handed golfer).

Cobra’s new SmartPad technology keeps the face relatively square for different MyFly loft settings and allows golfer’s to easily adjust face angle to their preferred position.  Cobra’s SmartPad sole is designed to address the face angle problems that are seen with the fixed sitting positions of conventional (slightly curved) and two point sole designs.  By reducing the SmartPad contact area to about 1.5 cm. the club will sit within this narrow area for all loft settings.  The result is that the sole surfaces will not hit the ground in back or front of the SmartPad which, if they did hit the ground, would cause the head to rotate closed or open since the club will want to rotate until the sole contact point is sitting under the club balance point.  With the SmartPad sole design the face angle will look relatively square compared with a sole that makes contact with the ground further back or forward on the sole for the higher and lower loft settings.

The SmartPad sole design also allows golfers to easily adjust their preferred face angle either in the store on a flat surface or on the varying terrain of a golf course.  With the reduced contact area provided by the SmartPad, they can easily rotate the head open or closed without resistance from the sole surface hitting the ground.  Once the desired position is set, the golfer can easily hold the club in position without any tension in his hands or arms.  Since the technology is inherent in the design of the sole shape, no mechanical features need to be adjusted, which allows golfers to set the club at their ideal face angle for every shot during play."

How Does It Perform? (Million Dollar Question)

Now that brings us to how these things perform...the million dollar question.  Well, literally we just got them in our hands so we will have to wait until we put them through our "Ultimate Review" process before we tell whether or not this thing is worth bagging.  But I will say one thing...Cobra is changing the game with this release and that might be an understatement.

How It Could Change The Industry

Just think about one of the biggest things it will change for your game.  Think about how many options this could possibly open up in your bag.  You could add a couple more wedges, a driving iron, you could keep the 3 or 4 iron in your bag just because you can now.  Hell, you could even start to carry 2 putters if you want.  That's because you will now only need one driver one fairway wood and one hybrid.  Then think about the logistical inventory nightmare that has been solved with these new clubs when you begin to offer all this customization & personalization.  Let's say you have 4 color options for the driver and you have to carry all those colors in all the different loft options.  The combinations and variables begin to boggle the mind from a deliverability stand point and just as bad from the standpoint of excess inventory.  It's very difficult to try and predict which color will be most popular when carrying all this excess inventory...so what happens...well your left with a ton of clubs sitting on shelves and left over clubs that go to die in the "golf club graveyard".  Then there is the fitting aspect which is made easier by this new release.  And also the benefit of this technology for the pros on the tour vans.

More Details:

Once again lots going on with the new Cobra Amp Cell line-up.  I rarely pull much info from the manufacturer when we give you a behind the scenes look at new products.  I mean at the end of the day, their always going to want to tell you that their new club is the longest and most forgiving club they have ever produced.  Funny though how that greatest product is ALWAYS replaced with something even better.  Which is why we always tell you what we think and while the golf companies might not like it and often times call us in the hope that we will change the way we think and edit our new feelings in our articles, that's never gonna happen.  But with all that being said this time I feel it is necessary to highlight some of the info they provided so you can see all the things going on.

:: MyFly Technology - Allow golfers to select from 6 different loft/trajectory settings (in one club) for optimized performance and distance based on a golfers’ swing or weather and course conditions.

:: The AMP CELL Driver can be adjusted to the following lofts with a simple wrench; 8.5°, 9.5°, 9.5° Draw, 10.5°, 10.5° Draw and 11.5°; and the AMP CELL Pro can be adjusted to 7.5°, 8.5°, 8.5° Fade, 9.5°, 9.5° Fade and 10.5°.

:: Golfers can now customize their club based on swing speed (higher lofts for slower swing speeds and lower lofts for faster swing speeds), weather (lower lofts to bring ball flight down on windy days) and course conditions (higher lofts for more carry).

:: SmartPad Technology - Unlike other drivers that require a golfer to adjust the sole plate after adjusting loft for a square face, COBRA’s proprietary SmartPad technology delivers a square face at address regardless of loft setting and still allows for workability to slightly open or close the face as desired.

:: Color Options - available in four fresh colors - Silver, Directoire Blue, Barbados Red and Vibrant Orange.

:: Cell Technology - Advanced Material PlacementTM and Cell technology work together to enable a 12% larger elliptical E9 Face shape to deliver faster ball speeds and high MOI (moment of inertia) on mis-hits.

:: The AMP CELL Driver is also available in an offset model designed to help tame a slice.

:: The Cell technology saves and redistributes weight in a granular way and is visible on the drivers in the Cell band which wraps around to the crown.

:: Easy adjustability and loft changes seen through a window in the hosel.

:: White Fujikura Fuel shaft features an edgy paint splatter graphic.

:: AMP CELL Fairways and Hybrids also feature MyFly technology and are available in the same four colors while the AMP CELL Irons are a clean silver with hints of color

Let's Hear Your Thoughts!

{ 37 comments… read them below or add one }

stevenhw8 September 26, 2012 at 8:31 am

The Fuel shaft that I saw directly from Fujikura was orange… so is the white version a “made for”?

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stevenhw8 September 26, 2012 at 8:43 am

I also saw a XS sticker on one of the heads, but according to the press release, they only have A, R and S.

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Foz September 26, 2012 at 9:07 am

I wanna try them out……..but they have to be Blue!

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Aegwyn September 26, 2012 at 9:15 am

The article mentions changing loft on the course (or, more specifically, during the course of play). But isn’t that illegal?

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Justin September 27, 2012 at 8:45 am

You betcha.

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Rob September 26, 2012 at 10:24 am

Have to say this will probably be my next driver. Any way they can push up the release date from February?!?

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Super Tuna September 26, 2012 at 10:34 am

I’m digging the silver but the blue is growing on me. We’ll see, but I do like the many lofts on one club approach if it works.

What I’m curious about is why Cobra is dropping the info bomb big time neigh on 5 months before someone can get them off the shelf. That’s an eternity in the golf industry to maintain product hype it seems. I’m really hoping Cobra can push up the launch date if there’s demand (and it certainly seems there’s going to be).

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Joe September 27, 2012 at 8:16 am

Cobra likely announced this club due to Callaway’s introduction of the uDesign driver which will be an absolute flop without a doubt. This club has better technology, it looks better, and it will be at least $100 less expensive (depending on how much you customize the Callaway).

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mygolfspy September 27, 2012 at 8:18 am

I would have to agree with your points and feel like Cobra has 1-upped the uDesign introduction as well.

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jason mcpherson September 26, 2012 at 10:52 am

so you can have a driver with multiple lofts but only one face angle.

this solves the issue of helping with different lofts but then you have reduced the adjustability when looking to help fight a cut or draw with the face angle.

definitely intriguing from the looks of it. i will be interested to get one on a launch monitor and see what the results of the launch angle are as you progress thru the different lofts and if it is similar to proprietary head loft changes.

i think most people will like this idea better than the thousands of options you have to consider with other drivers

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Justin September 27, 2012 at 8:44 am

It takes at least 1.5* face angle change to have a noticable effect on ball flight. The vast majority fight a slice. Get lessons to fight a chronic hook or slice.

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Tider992010 September 26, 2012 at 12:49 pm

Looks very cool. I see Sports Marketing out the wazoo!!!!!!!! College and Pro Sports colors everywhere. Gook Marketing idea!!!!!

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Justin September 27, 2012 at 8:38 am

That’s about the size of it.

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RAT September 26, 2012 at 5:57 pm

I love the new Drivers.The different colors and especially the adjustments..
I now play the Cobra ZL and would not give it up —- but maybe this could change my mind!!
Can’t wait to try one!!!
Will these be ready for Christmas?

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Wayne November 30, 2012 at 10:04 am

Rat,

I know what you mean. I have the Cobra ZL and would not give it up for nothing, but this new driver has me thinking of replacing my ZL. I am definitely looking at replacing my Adams F11 3-wood and hybrid with Cobra’s Cell woods.

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Mike K September 27, 2012 at 4:51 am

Always great to see new choices. Customers win again. Have had difficulty embracing Cobra with the orange theme throughout. Now, with loft adjustments and colors other than orange I look fwd to trying. Go Cobra

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Joe September 27, 2012 at 8:27 am

Great article here (with the exception of all the glaring 3rd grade grammatical errors – their, they’re, there, your, you’re).

Cobra has a home run here. It will be interesting to see how all the other manufacturers market between now and the early February release dates. The buzz about this driver is tremendous right now, but will that die down over the next few months when TaylorMade comes with their next monster?

Cleveland has their black Classic driver with adjustability coming next year which is a better paint job, but meh. Callaway’s uDesign is too expensive. Titleist 913 will be solid but isn’t anything new and exciting tech wise, just a solid performer. No clue what Adams has, but under TaylorMade’s umbrella certainly won’t have anything ground-breaking. Nike may have something cool, but still struggles to get any notoriety for their product. That leaves TaylorMade. They are the best at keeping their new stuff close to the chest but you can bet Driver A and Driver B will have the best marketing machine behind them.

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Justin September 27, 2012 at 8:36 am

LOL. Just like adjustable face angles… so what? You get the one that works the best for your swing and leave it be. Besides, the club will still be made to one length- which will likely be too long for the average golfer (and given your club length test results, that should’ve been a bullet point in this article), one swing weight, one grip size… Other than retailers not having to stock much product, how is this actually beneficial to the majority of golfers?

Why offer a “draw” loft setting for the driver on top of an offset model? The “draw” will most likely have a closed face angle, which will do more for a slice than offset. And that “cell pad” stuff… if you don’t know how to hold a golf club, no “technology” can help. Didn’t we have this argument about TMaG’s sole plate?

How many people are getting on launch monitors, even with the push to get fitted? Not enough… how many people will buy this and run through trial-and-error, get confused or pissed and give up, when a real fitting could’ve found the ideal loft, flex, length, etc.? Of course, if you tell the customer that the club they’re going to buy is as high-tech as it can be then fit it for their best trade-off between distance and accuracy, it’s likely they won’t be back for the next model, or the model after. Gotta keep the sheep enthralled somehow.

Not to mention the fact that they can’t be adjusted during a round. I will say, though, that the back and red model looks cool.

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mygolfspy September 27, 2012 at 8:50 am

Well we will have an article just for you in the near future, where we let you guys design the “perfect” driver. Look forward to seeing your ideas and contemplating whether or not they would be able to be produced. I am sure if you have the answers to all these problems and they are marketable they will be all ears. Lot easier said then done. But you have all the answers in your comment so I am sure you will come up with something mind blowing for all the OEM’s.

Look forward to it ;)

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Thain September 27, 2012 at 8:51 am

Sometimes swings change, and that is where this driver comes in handy, especially for the majority of golfers. I agree that people tinker way too much and probably do more harm than good, but the option is there.

I agree not enough people are getting fitted but when they do, theyll be able to just swap out their old FUEL shaft and pop in their new one with the myfly adapter on it.

I was able to hit the fairway wood about 2 weeks ago and I liked them, many others were there and they hit the driver and had nothing but positive thoughts.. The fairway wood carries the same tech, and I think its great. I was hitting the 4w DEEP, farther than my 3+(granted its a few years old now), but with the launch of a 5 wood. Up fast and landing soft. Theyre GREAT golf clubs and Cobra certainly has a winner on their hands here.

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CARP October 3, 2012 at 2:42 pm

FYI… a ton of reputable launch monitor tests will show that an offset driver has a greater impact on reducing a slice than simple closing face angle for exactly the same reason you mentioned. If the club isn’t soled at address, then the adjustable feature could just be a moot point whereas the offset will always be there.

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Lou September 27, 2012 at 9:37 am

Just when I thought I’d put the perfect set together!! Now what am I going to do??

Cleveland woods, 2009 Special Taylor Made Burner HT irons, MT Seve Icon wedges…………anybody know a good paint shop?

BTW, I noticed when I switched to the Cleveland woods (because of the Miyazaki shafts) my heads don’t chip and get scratched a week after I’ve got them. TM needs to do some work on their paint jobs before I’ll buy any more of them.

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Matt Olmsted September 27, 2012 at 9:56 am

I may be in the minority, but the colors look weird. Do they make a black model? If they had a black model that may be something I’d look into. All the colors make them look childish and cheap. (my opinion)

I’m not entirely sure, but wouldn’t lowering the loft essentially open the face? Or can you change loft with out doing that since when you open the face it takes loft off the club face? I’m all for that as I have no problem turning the ball over. But not offering the 10.5 in fade is not cool.

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joro April 12, 2013 at 5:48 am

Hey Matt, you sound like Mr. Excitement, Go with the bright orange and live it up,,, just kidding. But I got the Silver and it is really good looking. I get a lot of comments on it, not fancy, just a nice color.

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Blitz September 27, 2012 at 3:25 pm

wow…ANOTHER adjustable driver…

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John Ineson September 28, 2012 at 8:02 pm

Aegwyn and Justin (above) make a good point. Cobra’s citing adjustability while “on the course” is against the rules of golf. You have to play the club for all 18 the way you had it set for your drive on the first tee. I suppose you COULD say that you adjusted it “on the course” if you did it on the first tee before your drive, but don’t plan to diddle with the adjustments any time after that.

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RP Jacobs II September 29, 2012 at 8:24 am

Ya got to hand it to Cobra. They’re definitely thinkin outside of the box on this one. I hope they’re rewarded in the top-line figures.

Fairways & Greens 4ever

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Andrew September 29, 2012 at 1:45 pm

Certainly looks and sounds like the business, look forward to having a crack with it

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Node November 13, 2012 at 3:16 am

Love what this club is offering but I’d really like to learn more about the supplied shaft, their length weight kick point etc.

I think “Justin” is doing the Cobra AMP Cell review rounds haha I have seen his posts elsewhere as well.

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Troy Vayanos January 2, 2013 at 10:58 pm

Great review guys,

I bought this driver about 1 month ago and haven’t looked back. In my opinion a superior driver to the Callaway RAZR fit I was using previously.

The Cobra AMP Cell’s greatest strength is it’s launch angle and total carry off the tee. I have gained around 20 – 30 metres extra carry and overall distances have increased. It has a great feel to it and you really know it when you hit one flush.

My advice would be to at least try this driver out before you buy anything else, you won’t regret it!

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Crops March 7, 2013 at 4:50 pm

Tried Tielest Callaway and Ping with trackman, Cobra reduced spin and punch better than all of them.

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Al March 29, 2013 at 3:00 pm

Played a Cobra 414 for 8years and never been tempted to change. Tried this baby today and I was impressed. Hit high and may try x-stiff shaft to keep it lower, but I reckon I’ll be buying one. Was able to hit good shots w 9.5, 10.5, D & normal settings easily.

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joro April 12, 2013 at 5:43 am

I had gotten ahold of a White Encore ZL Driver a couple of months ago and it is awesome, so I decided to try Cobra again. I just got the Amp Pro Driver and it is great also, I am back and forth with settings right now. The fairways are really awesome, longest and straightest 3 and 5 woods I have ever owned. I am waiting on the Hybrid, Irons, and wedges. Going all Cobra and it is being custom made. Very Good Stuff. My color of choice is Silver “woods” and Orange Irons.

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M.Duchesne August 16, 2013 at 1:06 pm

I Have tried the 8.5 left hand with a stiff shaft for straighter drives …this AMP CELL DRIVER gave me more on every aspects (the feel ..weight ..balance and all)…I have gain more ball speed than any other driver …..i have a slow swing speed of 89 mph and it was straight longer and very effectice ..for a short back swing like mine but a full follow true it was ideal and great to see more distance on every shot plus … it has lower my ball wich was great for me.Great product great sound ..if you do not like Ping g25 wich is a great club …well get that one here…you won’t regret.!!
thank you!

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Cobra nut August 22, 2013 at 6:54 pm

Have had this driver for 3 months and I will not be replacing it anytime soon. I hit this thing great, stock shaft is getting replaced with an caliber tour 6+ so I can get it a little lower. Had a golf tourney last Sunday and we won and I took the prize for longest drive 301 in the fairway then two hole later I hit one 316. I did get fitted which yes you need to do and the shaft as I said is getting replaced other than that buy this driver and you will love it, provided you do not blame a bad swing on it.

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Cobra nut August 22, 2013 at 6:55 pm

The shaft is an XCaliber

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joltman December 3, 2014 at 10:35 pm

I picked one of these up last year. My driving game has really improved in terms of distance and control and fun factor. Recommend to anyone/everyone.

jm

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