Those of you who read last month’s Soapbox were probably expecting to read an update on our progress with the Ranger II in this one. The progress we were expecting and the news we were hoping to report has once again been deferred to next month. I share your disappointment and ask that you not lose hope in our ability to deliver this long-awaited product reintroduction; I will state unequivocally that we are one month closer to our shared goal.
Like virtually everyone else in our industry, we have seen a softening of demand for our products (which has had no impact on our product development budget/efforts). Fortunately, the decline in the rate of incoming orders for NAA has been fractional to what others are reporting for a variety of reasons, many of which I outlined in the March ’17 Soapbox, and we continue to enjoy a modest backlog. It’s not only possible but likely that some in our industry will not survive as we transition to a new “normal”. While it’s unfortunate for some, this change in our industry and landscape simply reflects the ordinary passage of time and lies at the heart of capitalism – survival of the fittest/most competitive.
While a lot of uncertainty exists in the firearms industry, and notwithstanding my aversion to sticking my neck out and making promises I can’t keep, I give you my assurance that NAA will be one of the industry’s survivors AND that when we’re ready to unveil the Ranger II, you will feel that it was well worth the wait. That’s my story …
Enjoy your summer.