The New Weapon for Golf Courses: Electric Carts... The Key Is Price Competitiveness

Limousine Carts with Enhanced Convenience Features on the Rise
Usage Fees Soar to 360,000 Won, Raising Cost Concerns
Single-Seater Carts Gain Popularity as a Solution to Caddie Shortages
Improved Pace of Play, Turf Protection, and Operational Efficiency

As the domestic golf market enters a period of stagnation, golf courses are changing the way they compete. With it becoming increasingly difficult to attract new golfers, golf courses are focusing on "experiential service competition" to boost satisfaction among existing customers. In this process, electric carts have emerged as a new key differentiator for golf courses.

Electric carts, which were previously just a means of transportation, have recently moved to the forefront of golf course revenue structures and service strategies. A representative example is the six-seater limousine cart. Starting in 2024, the adoption of limousine carts, which are a higher-end model compared to the conventional five-seater electric carts, has been rapidly increasing.

Limousine carts come equipped with air conditioning, automatic cooling systems, independent seats, and ventilation and heating functions as standard features. Some models are even equipped with massage functions, wireless chargers, and panoramic sunroofs. Golf courses are attempting to differentiate themselves by emphasizing the convenience features experienced during a round, rather than the course itself.

Luxury limousine cart with convenient features (left) and single-seater golf cart equipped with cutting-edge technology. Provided by Daedong Mobility and Mate Mobility

The pace of adoption is also accelerating. According to the Korea Leisure Industry Research Institute on January 29, the number of golf courses operating six-seater limousine carts more than doubled from 28 in 2023 to 66 in 2024, reaching 99 in 2025. In particular, public golf courses account for 60, outnumbering membership golf courses at 39. This indicates that the more price-sensitive the market, the fiercer the "convenience competition" becomes.

However, behind this move toward luxury lies the issue of cost burden. While a standard electric cart costs about 16 million won, a limousine cart is priced at around 60 million won. Usage fees have also soared, with conventional five-seater carts costing 100,000 to 120,000 won, compared to limousine carts, which range from 160,000 to 360,000 won. As golf courses introduce limousine carts and simultaneously raise cart usage fees, golfers are experiencing a rapid increase in perceived costs. Seo Cheonbeom, head of the Korea Leisure Industry Research Institute, pointed out, "Raising electric cart rental fees every year, given the quick payback period for investment, is essentially a way of passing on costs."

The cart competition is also expanding to single-seater carts. As it becomes increasingly difficult to secure caddies and labor costs rise, single-seater carts operated directly by golfers are emerging as an alternative. These models emphasize cost savings by allowing rounds to be played without caddie fees.

Single-seater carts utilize artificial intelligence (AI)-based autonomous driving technology to reflect course slopes and turf conditions in real time. They automatically recognize restricted access zones, helping to protect greens and hazards. Even without a caddie, they provide information on remaining distances and strategies, enhancing the continuity of play.

From the golf course's perspective, operational efficiency can be improved. As travel and waiting times decrease, the pace of play improves, and minimizing turf damage can also lower course maintenance costs. However, there is still debate as to whether the luxury and automation of carts represent "service innovation" or simply serve as justification for raising prices. Whether the cart strategies chosen amid market stagnation will ultimately lead to greater consumer satisfaction or drive golfers away depends on the pricing policies of golf courses.