When UK-based engineering firm Drive Daddy released RolleyGolf, the first ride-on golf trolley, in 2008, it had to get the product noticed by the people with the means to purchase it—affluent consumers. Arnold du Toit, Drive Daddy's founder and CEO, spoke with eMarketer's Sean Creamer about launching an ultra-luxury product, and how the company's marketing strategy is evolving as the company grows. Du Toit was interviewed as part of eMarketer’s July report, "Affluents in France, Germany and the UK: Savvy and Demanding, Both Online and Offline."