TaylorMade shocked everyone at the beginning of the year when they lanched the new R11 range of woods and now they've followed it up with the brand new R11 irons.
They may not have the same aesthetic shock factor that the woods had - they are not white after all - but TaylorMade say the technological advancement with the R11 irons is just as groundbreaking.
They have been designed for mid-handicap golfers who want to use something that looks like a better-player iron but with the forgiveness of a game-improvement set.
The irons feature a Precision Weight port, which was introduced in the Tour Preferred range of irons earlier this year and which allows the centre of gravity in each individual iron to be precisely placed.
The face has been made extremely thin to produce faster ball speeds while TaylorMade engineers have consulted with Nick Faldo on the sole design and top edge to make them as playable and aesthetically pleasing as possible.
They have also worked hard on the sound and vibration feedback from the irons and they claim the R11 irons will make even the hardest range balls feel like Tour-calibre premium balls.
“If we were going to name an iron after the R11 driver, you can bet it was going to be worthy of its name,” said Sean Toulon, executive vice president of TaylorMade.
“In fact, the pressure was on us to make this iron particularly special because our R11 metalwoods are the finest pieces of golf equipment the world has ever seen. I can assure you, there has never been an iron with this much technology that looks this good and fits so many players."
We've got the full lowdown on the new TaylorMade R11 irons in issue 286 ofToday's Golfer magazine, on sale August 11, 2011.