The Case of the Elusive Traditional Hunting Rifle

Over the past 10 years, firearm sales, units and dollars, have soared in the face of Second Amendment struggles, ammunition shortages, a liberal press, liberal states and local governments attempts at trampling the Second Amendment and, at times, in the face of a truly crappy economy. Yet firearm manufacturers were able to find new customers and more firearms to existing customers, both types of consumers in record numbers.

Some customers were motivated to purchase enhanced firearms and cartridge designs; AKA AR’s pumped out like jelly beans and 223 Remington cartridge derivatives stretched open to 50 caliber and shrunk down to 17 caliber. Other customers were draw to the dynamic, ever changing array of modular sporting rifles and the potential for DIY modification. Some new customers bought to serve a newly discovered interest in hunting. Many new customers were heeding the warning from firearm manufacturers, “Buy one for self defense before they are all gone”.

Unfortunately buyer motivation was short lived as demonstrated by the 2015 industry sales slump. Interest in firearms subsided as people moved on to other things… video games, hub cap collecting and bowling. Enthusiasm waned in the face of ammo shortages that rendered new firearms inoperable. Clever consumers also noticed that as they joined manufacturers in defense of the Second Amendment, manufacturers of firearms, ammunition and reloading components had their hands so deeply in consumers’ pockets it almost felt like sex.

The death of the firearm renaissance came at the end of a 22 rimfire barrel when manufacturers raised the price of 22 rimfire ammo from $12 – $16 per brick to $60 per brick in the course of two years, thereby mimicking predatory the skills of the Tyrannosaurus Rex. At that point parents could no longer take the family to the range, or teach the kids firearm safety and shooting skills… which would have lead them to a lifelong, healthy affinity for firearm related sports and futures as pro gun voters.

Me personally, where I once perceived firearm and ammunition companies to be led by fellow enthusiasts, I saw a boxes of component bullets and ammunition on a retail shelves that had doubled in price over the past couple of years and began seeing investment banker owned conglomerates, into the industry for the short term that might move on without a thought when opportunistic profit taking was no longer in the cards.

My proposal…

I’d suggest that the industry park the company jet and spend a few bucks on promoting the sports and recreation that foster the use of their products… But without featuring camo wearing young children at their parents side, shooting fully automatic, silenced weapons, foraging the woods for survival berries. In addition to  mothers affixed solely to daughters and fathers solely with sons, perhaps they might try putting the images together as though two parent families still exist and share an interest in shooting sports. A bit of the R&D budget for traditional firearms might help.

Pictured above is a hunting rifle. It has no bayonet lug, no flash hider and it is not threaded for a suppressor. It has no high capacity magazine projecting from its underside, no floating handguard, no pistol grip. The only concession to an accessory is a 15 year old Leupold 3.5-10x50mm scope with good contrast, a sharp image and good light gathering properties. There is no trajectory compensating reticle tailored to one combination of bullet type and velocity, it has no built in range finder, no auto elevation compensation, no Bear Grylls endorsed trail marking GPS and no satellite phone.

Stark and limited in capabilities, this hunting rifle is only capable of dropping moose size game out to 500 yards and medium size game out a couple hundred more. When not hunting, it can provide decades of recreational target shooting. However, it is not gender affirming. It is not a remedy for feeling insignificant and insecure. It does not have a model designation that is ominous, threatening or otherwise implies danger. It does not open the door to the purchase of an endless array of accessories. I would propose to the firearm industry that they make this type of firearm for us loyal firearm enthusiasts who would like to keep firearm sports alive. You know, the 35% of the market that didn’t show up in 2015.