So I have a very good relationship with Ruger and they are flying me out to test their newest products.
The price is actually not their idea... its called demand falling through the floor, and Smith and Wesson and others are trying to amortize the fixed expenses with higher volumes. They are all sitting on excess capacity right now and deciding between idling or making inventory to sell at far lower depressed volumes.
The Ruger American Rifle, the Ruger Precision are all great and all.... but relatively speaking, are exceptionally light volume guns.
Your bread and butter guns are the modern compact/full size polymer pistols, your basic AR15, and shotguns.... and in all of those markets, a ton of competition.
Do you honestly think precision shooters make a difference for a company that sells 1.5 million guns a year?
They do if you are say a company like Zev and targeting 20k guns a year... but drop in a bucket for a Sig, Glock, Ruger, Smith Wesson, and others.
Prior to Sandy Hook, your basic DPMS AR-15 was around $750 or so.
Today, you can get an equivalent gun for what... $400?
After Sandy, everyone came in trying to capitalize on selling Basic $600 ARs for $1500 to suckers concerned gun owners and new gun owners on the fence. Then they bet BIG on Hillary... that did not happen and why now you have companies going through bankruptcies...
Colt, Remington, AcuSport (Distributor), Gander Mountain and now you have Ellet Brothers/United Sporting Companies (Distributors) pretty much there too.
The Ruger rifle is priced where it is not because they want to... but because they have to... because generally, people would reach for a Remington 700 or a Savage for around the same price.
And business decision wise... Rifles are at 12 year low levels...
Yes, very conservative company and are in the best shape simply because Trump was elected. (And no, they did not think he would be, at least the executive team). Had Hillary been President... Vista and Smith and Wesson would be partying from the cash coming in.