Keeping pace with Club Car’s double digit growth
Club Car builds vehicles people rely on—from golf courses and commercial fleets to a fast-growing consumer market. But behind the scenes, the process of quoting and configuring those vehicles had become a serious drag on the business.
The company’s legacy CRM had been heavily customized over the years to accommodate Club Car’s product complexity, but it had hit a ceiling.
“The process itself was rather convoluted and not very intuitive as you kind of work through things,” says Craig Drenthe, VP of IT at Club Car. “There was no guided selling, no visualization aspect to it.” Multiple disconnected systems—a separate marketing configurator, a standalone proposal tool, an internal sales tool—were all managed independently, creating a constant battle to keep product information in sync.
When Club Car’s consumer line took off, growing at double digits year over year, the cracks became impossible to ignore. Dealer and channel partners were frustrated by the manual effort required just to generate a proposal or submit an order. There was a significant opportunity to improve the process to keep up with volume.
One engine. Three channels. No disconnect.
Club Car didn’t just patch the old system. They replaced it entirely with a single configuration engine powering every selling motion simultaneously—eCommerce on clubcar.com, partner and dealer quoting, and internal sales—all from one source of truth. When a product change is made, it propagates everywhere instantly. No synchronization lag, no version drift, no manual updates.
“The intent was to sync everything together under a single configurator so that when a change is made in one, it’s made in all of them,” says Drenthe. “There’s never a disconnect.”
The architecture also unlocked a fully connected lead-to-order flow. A buyer who configures a vehicle on the public website generates a live lead that routes directly to a dealer. The dealer can convert it into a proposal in seconds—built from the same configuration the buyer already completed—and when the deal closes, submitting the order is a single action, as Drenthe puts it, “like hitting an easy button.”
What used to span multiple systems and days of back-and-forth now happens end to end on one platform.
Dealers reorder five times faster and consumers convert at 17%
The online configurator on clubcar.com now generates roughly 2,000 qualified leads per month—buyers who have already engaged with the product, selected options, and indicated purchase intent before a dealer ever contacts them. On the consumer side, those leads are converting at approximately 17%, a full-year 2025 average that reflects real buying behavior, not top-of-funnel traffic.
For the dealer channel, the gains are just as tangible. A quick reorder capability means commercial customers with large, recurring orders no longer require dealers to rebuild quotes from scratch. Dealers can pull up a prior order, make adjustments, and submit—a process that now runs roughly five times faster than the old manual workflow. Dealer satisfaction scores have improved materially since launch.
“One of our channel partners, their first time in, was just blown away how easy it was to work through,” says Drenthe. “What used to take up to five days was literally taking less than a day to go through the whole process. It makes it very, very easy to do business with Club Car.”
Teams now update products on the fly without routing through IT
Consolidating onto a single configuration engine didn’t just improve the buying experience—it fundamentally changed how Club Car operates internally. With one system owning product configuration across all channels, the customer experience and engineering teams can update offerings on the fly without routing change requests through IT. New models, new options, pricing updates—they happen faster and with full confidence that every channel reflects the same information.
“From an IT perspective, we are less involved than what we used to be,” says Drenthe. “They work together to make changes on the fly without necessarily reaching out to my team.” The solution has been stable and low-maintenance since go-live, requiring minimal support overhead—a meaningful contrast to the fragile, heavily customized environment it replaced.
The net result is an organization that can move at the pace of the business, not the pace of its IT backlog.
What’s next: AI and a new product cycle
Club Car is in the middle of a significant new product development cycle, and the team is already looking at how AI capabilities can support it—from accelerating product configuration for new models to further refining the buying experience across channels.
The foundation is already in place. A unified CPQ engine with clean, consistent data flowing across every selling channel is exactly the kind of architecture that makes AI integrations tractable rather than brittle. Club Car isn’t just set up to sell better today—it’s set up to keep accelerating.