20 Second Intro:
Available Models: Bridgestone e6 SOFT, e6 SPEED balls
Colors: White and Optic Yellow
Price: $28.99 per dozen
Available: Nov 1 on BridgestoneGolf.com and in warm weather markets, February 1 everywhere else
The golf ball market is getting weird.
Okay, maybe not weird. Let’s say interesting. Titleist claims the mantle of the #1 Ball in Golf and has both the Tour usage and the market share to back it up. Callaway is #2 and holding, and its Chrome Soft outsells the Pro V1 at big box and other off-course retail outlets. The rest – Bridgestone, Srixon, Wilson, TaylorMade – keep trying to bite into Titleist’s apple while grabbing share from each other and the scraps of whatever Nike left behind.
In the direct-to-consumer game, Snell is clearly the top dog. Others, such as 3Up and Monsta, have folded (likely due to Titleist’s dimple patent lawsuit), while Vice, OnCore, and a few others carry on.
And now we have the 4-piece, urethane-covered, Costco Kirkland Signature, which is throwing gearheads into a tizzy.
Adding to the excitement, Bridgestone is introducing a major shift in its popular mid-priced ball, the e Series. Can a ball be labeled Game Improvement? Bridgestone seems to think so.
And what’s more, Bridgestone believes, that for most of you reading this, this new ball will outperform the Pro V1.
Welcome To The E-volution
If you’re a fan of Bridgestone’s e5 or e7 balls, you better stock up. Those models are being phased out, replaced by the new e6 SOFT and e6 SPEED.
“We had great success with the e5, 6 and 7 balls, but we had so much data and so much analysis in this product category that we took a long, hard look at what we needed to do,” says Adam Rehberg, Bridgestone’s Director of Golf Ball Marketing. “So we wiped the slate clean and said ‘let’s take everything off the table and start from scratch.”
Bridgestone invented the concept of golf ball fitting ten years ago. Over the past decade, they’ve arguably accumulated more data on golf ball performance and on golf swings than any organization in history. The numbers are impressive: 320,000 launch monitor fittings, over 2 million total ball fittings and more than 2.1 million individual golf swings measured.
The most recommended ball in all of those fittings? The Bridgestone e6.
Not the premium priced B330 or 330s, nor the slightly lower-priced B330 RX or RXS. It’s the sub-$30 per dozen e6.
“We don’t look at price point during a ball fitting, we’re only looking at the data,” says Rehberg. “The reason the e6 works so well is because of its characteristics off the driver. It’s the lowest driver spin ball we make – it was built for straight distance.”
Spin Ball Wizards
Straight distance is the mantra for e6 SOFT and SPEED. Bridgestone firmly believes, because the data tells them so, that a sizable segment of the golfing world will benefit from the slower spin of – dare we say it – a Game Improvement ball.
Game Improvement clubs help golfers enjoy the game more, so really, why not a Game Improvement ball for the same reason?
“The ultimate goal is to just play better golf,” say Rehberg, adding that Bridgestone often moves players out of Tour-level balls – even if they’re Bridgestones – and into the e6 during ball fittings. “They’ll say the Tour ball is awesome around the green, but that they lose it right on driver or mid-iron shots. So maybe their spin is too high, and they really need to take a broader look at what they need from a ball.”
The e6 has always been the lowest spinning ball in Bridgestone’s catalog, and lower spin means the ball will usually fly straighter. Both new balls remain low spin but are aimed at golfers with different swing speeds.
“The e6 SOFT is really low driver spin and high launch,” says Rehberg. “It’s for lower swing speed players looking for a ball they can compress and get velocity up on the driver. The softer cover also gives them a little more feel around the green.”
The e6 SPEED is for the higher swing speed player who likes a little firmer feel off the clubface, no matter what club he’s using.
Straight Arrows
“Of course it’s the Indian that shoots the arrow,” says Rehberg. “But in this case, the arrow can have a lot of influence on what it’s doing up in the air.”
The e6 SOFT and e6 SPEED are 3-piece, surlyn covered balls. Rehberg says the middle, or mantle layer, is key in minimizing driver and long iron spin for straight distance while normalizing approach shot spin to hold the green.
The mantle helps the ball keep its shape when compressed at impact, so the ball will bounce back and add speed. But Rehberg says there’s also a tangential force that applies when you hit the ball with a driver or a low-lofted iron.
“When you hit the ball, it’s starting to turn the way it wants to turn based on backspin and tilt-axis,” says Rehberg. “The mantle layer is designed to reverse force against that backspin. The way we built this mantle, it’s supposed to counteract backspin off the driver and longer irons, so it’ll go straighter.”
Higher lofted clubs impact the ball differently, with the tangential force hitting down on the ball. “It’s such a different angle,” says Rehberg, “ that you don’t hit into the ball at a normal force compared to the driver. So the mantle layer counteracts that action and really doesn’t reduce spin.
“We want to make sure the SOFT and SPEED have low spin characteristics on long iron and driver shots, so they fly straight, but we don’t want to sacrifice spin on approach shots so guys can hold greens from 150 to170 yards and closer.”
Once the ball is in the air, Bridgestone says the e6’s new Delta Dimples will make sure it keeps going straight. Aerodynamically speaking, comparing Delta Dimples to dimples on a Tour-level ball is like comparing a race care to a family car.
“The Dual Dimple on the B330 is like a race car,” says Rehberg. “You downshift, change RPM – the driver is very much in control. It’s like the golfer working the ball, flighting shots, controlling it, cutting it, drawing it. The Delta Dimple is like an automatic transmission with cruise control – it drives straight and smooth.”
Challenging The King
Bridgestone has a pretty clear target demographic for the new e6’s: the mid- to high-handicapper, especially those playing the Pro V1.
Bridgestone’s product intro kit screams mano-a-mano showdown. It includes sleeves of the e6 SOFT and e6 SPEED, as well as a sleeve each of the Pro V1 and Pro V1x. The idea is for us to compare the balls directly both on-course and on the launch monitor.
Bridgestone has even a scorecard titled “The #1 Ball for WHO?”
That is, pardon the pun, pretty ballsy.
Bridgestone states it simply: if you struggle with a not-so-controlled fade with long irons or driver, a Tour level ball like a Pro V1 usually winds up like a Scott Norwood field goal (wide right), often landing in the woods. The lower spinning e6 SOFT or SPEED might instead find the right side of the fairway or, at worst, the right rough.
And if you do lose it the woods it’s only a $2.50 ball instead of a $4.50 ball.
Bridgestone is boldly challenging the King of golf balls, the Pro V1, with e6 SOFT and e6 SPEED. It believes, based on 10 years of ball fitting data, most recreational players gaming the Pro V1 – or any Tour level ball – probably shouldn’t. For that targeted demographic, Bridgestone is betting a pair of 6’s will beat a King high every time.
Price and Availability
The e6 SOFT and E6 SPEED will retail at $28.99 per dozen in either White or Optic Yellow. They’ll be available on BridgestoneGolf.com and in warm weather markets starting November 1st and will be released nationally February 1st.
Terrence Malone
1 year agoI’m 75 years old, I like the feel of of the Callaway Soft and Bridgestones. Handicap is over 10. Like a ball that goes straight get good distance and still has feel and spin on shots less than 100 yards. Like a hard cover for putting.
Glenn
2 years agoNice writing and reporting John. I appreciate your clever explanations.. I like the right kind of golf balls almost as much as I like good writing. Keep after it. You’re hitting fairways.
SDscratchorbust
4 years agoI’ll have to try the speed.
I’ve always liked how bridestones tracks but for whatever reason I can’t over the cover.
I dont like the feel of the e line but I’ve always wondered if there is a correlation between how a ball feels on the face versus how it performs? Is the “feel” attached to any tangible performance?
I won a box of Callaway superhot 55. I do like the added control and I know I play better with lower spin. I just find it disheartening when you hit a great long iron and it won’t hold. Thoughts?
Joe Delforte
5 years agoI started using the E6 Soft this year and have had great results. The ball flies straighter and I hit it farther than the Titleist Nxt I was using. The ball holds the greens for me very well.
Terry B
5 years agoI originally played pro v1x and when they made their most recent change it did not agree with my swing, I bought some e6 balls (older version) and have stuck with them noticing little difference from the pro v1x. When Bridgestone changed to e6 soft, I am back in the same place, there is something about that ball that does not agree with my swing, I haven’t tried the speed yet perhaps this weekend
Robert Slick
6 years agoSo, I have been doing research on what ball I should play given my swing speed 88. I had been playing prov1x which I concluded was not the ball I should be using. I decided to compare Prov1,Bridgestone e6 soft, e5, Callaway Chrome and my Prov1x. Then I took 5 of each ball including 5 prov1 and 5 prov1x. Then I went to my local golf course an hour before dark and told them I wanted to play, they let me play for free. I played the 1st par 5 to warm up. On the 2nd par 5 I got out all 25 balls, 5 kinds 5 each, and hit 25 tee shots. Then I went out and collected the balls looking to see if any type ball looked further. The farthest 4 balls were all the same brand. Bridgestone e6 soft
Mike
6 years agoWill Bridgestone return to the UK with the new offering, or has Bridgestone left our shores for good.
Wayne J Bosley
6 years agoDoes this mean the E5 and E7 are gone in 2017?
John Barba
6 years agoYes, it does.
Stevegp
6 years agoInteresting marketing approach by Bridgestone. I’m curious to see how it unfolds.
wbn
6 years agoI have been playing the E6 ball for the last few years and really like it. I used to play the Pro V 1X but changed after seeing the difference between the two balls. I have been to the Bridgestone ball fitting and was recommended the E6 or 330RX. The E6 is now the ball of choice with the Callaway as second choice. Looking forward to the new E6. Bridgestone has really done their homework.
Ryebread
6 years agoI firmly believe that if the average golfer (and I mean most players with handicaps of 10 or higher) played a 2 piece distance ball designed to reduce spin, we’d ALL enjoy the game more. Hacks (like me) would lose fewer balls, look for balls less often, lower their scores and enjoy playing more. Good players paired with the hacks, or in the foursome behind them, would benefit from the increase in pace of play. Win/win.
I have no shame in saying I game 2 piece balls. I’d love to see how the e6 soft stacks up against the Lady Precept (which I really like), particularly for the < 95 mph driver swing speed group (which is the vast majority of golfers). What's the compression on the e6 soft?
Mikec
5 years agoI have left that question twice on there customer service web site to no avail. I guess it is not for public consumption. Just bought six dz Snell MTB instead. Good luck.
Dave
5 years agoI asked the same question about compression at another “golf ball” website, their response the e6 soft was 40 compression and the e6 speed was 70 compression
TexasSnowman
6 years agoLooking forward to trying these out. The current and previous versions of the E6 are great golf balls, especially for ‘high spin’ players…. aka Over the Top, Outside-in, Steep… which is 80% of the golfing public. They are Soft, Low Spin off the Driver, will hold greens on full approach shots and good feel around the greens.
David W
6 years agoHere is the problem with their strategy. If a low mid to low handicapper is still playing the Pro V with all of the options our there now, it’s because of the name and they aren’t going to change.
Ed
4 years agoI use to play Pro v1s. I love change and have. I’m a 4
Kenny B
6 years agoWhat’s the comparison between the Bridgestone Precept Lady and the E6 Soft? Looks like the same type of ball to me.
Precept Lady – From the Bridgestone website: “The new Lady Precept is designed to produce higher launch and lower spin off the driver for optimum distance and carry while providing soft feel from tee to green.”
E6 Soft – “The e6 SOFT is really low driver spin and high launch,” says Rehberg. “It’s for lower swing speed players looking for a ball they can compress and get velocity up on the driver. The softer cover also gives them a little more feel around the green.”
Gil Bloomer
6 years agoI’d love to try the test kit.
Zach Rowalt
6 years agoHell yea
Rich
6 years agoI just bought a sleeve of the B330’s Distance was less tan WilsonStaff , was not as good around the greens.Is over priced. Did they add a little more water in the compound of the core make up? I do like to curve the ball some so the e6 doesn’t interest me . although I understand this ball is directed to the “Army Golf” person left ,right,left,right. But pricing is not for the avg. golfer.
David W
6 years agoOnce again we get into the best ball for your swing. I have been playing the project a and NXT tour balls for years until I tried the B330RXS. It just fits me. The NXT is a little longer but the feel and control around the green with the RXS more than makes up for the minor difference. The project a is a little harder than the RXS and I don’t get the spin with irons.
I won a dozen of the new Wilson Staff Duos in a tournament recently and tried them against my RXS and the Wilson was noticably shorter than the RXS which means way shorter than the NXT.
Derek Loy
6 years agobridgestone goin hard
Scott Phegley
6 years agoyeah they are super long. I hit them for people when I volunteer for outings. they always seem to jump off the driver. I dont game them because they might jump with a PW too
Juro Kiyama
6 years agoIf e6 will be comparable with Callaway’s Chrome Soft and Titleist’s Pro V1, it will be very interesting and attractive to a weekend golfer like me. Cost Performance!
David W
6 years agoThey won’t perform like a Chrome Soft or Pro V1 but that is the point. They will spin less and give you more control (less hook or slice) without sacrificing feel and control around the green (hopefully).
Nevets Soriedem
6 years agoHow do i get one
Foster Atteberry
6 years agoLooks like Bridgestone is really squaring off with Wilson Staff….as that is who has made the “soft” ball competitive.
BTW, no one has mentioned the Maxfli U6/U6LC balls with their 6 piece construction…..at BOGO prices making them about $20/doz. Very competitive in my book.
David W
6 years agoA friend gave me a sleeve of the U6 balls one day and they don’t fit me at all. No distance compared to any of the balls I usually play (B33RXS, NXT Tour, project a).
Regis
6 years agoActually, the ball that made the “soft” ball competitive was the Precept Lady. A lot of higher swing speed players started playing them in the colder months, word spread, and they became impossible to find. They were even sold at a premium until the manufacturer caught up to demand. That’s when manufacturers started looking at ‘soft” balls as a new market.
Vic
4 years agoCorrect. The Precept Lady has been the sleeper since it’s inception. I still have some and frankly should play them more often as they are dependable balls that do a lot of things that more expensive balls claim at least for me.
Aaron
5 years agoWilson is a non factor when it comes to market share. Bridgestone is currently tied basically with Callaway for 2nd in market share. The e6 is in the too 5 selling golf balls and has been for about 5 years.
Eric Toepfer
6 years agoDamn, that’s ballsy
Brandon Gray
6 years agoDamn it haha
Steve Anderson
6 years agoLove it! Titleist wins the marketing game, Bridgestone Golf wins in the real world. I’ll take a B330 over a ProV1X all day. Will definitely try the new E6’s.
Steve Pike
6 years agoOnly trouble is, e6 balls aren’t in the market against by ProV1; e6 balls are against Titleist NXT and NXT Tour balls
Terry Wittek
6 years agoPoint of the article was that there are golfers playing a ball, the pro v, they shouldn’t be playing. I know tons of high handicaps that only play pro v because of the price and reputation.
Matt Dumble
6 years agoNow that’s confidence!!