The Ruger firearms tradition is about to experience nothing short of a slam dunk. What else would you call a six and a half pound 22″ barrel Ruger deer rifle that has a modern design polymer stock, trigger safety, four round rotary magazine, aggressive recoil pad, shoots into about an inch at 100 yards consistently, and has an MRSP of $449? Ruger calls it the American Rifle, and I call that a slam dunk.
Over and over we are hearing from manufacturers in the American firearms industry that they are bringing to market a “completely new gun.” I think it is actually because of the internet. Because where it used to be that a product succeeded or failed, and the reason for the success or failure was largely a mystery. The ubiquitous voice of the internet now can and does let you know almost immediately what consumers like about your product and what they don’t like, and this gives you the power to change your product to better meet their needs.









