May 31st, 2011

Ruger Launches “Million Gun Challenge” to Benefit the NRA

Sell a million guns in a year — and then send a million bucks to the NRA. Sounds simple, eh? Well Ruger issued an interesting challenge last week. Officials of Sturm, Ruger & Co., pledged to donate $1,000,000 to the NRA if one million new Ruger firearms are sold between the 2011 and 2012 NRA Shows.

Is this a publicity stunt or could Ruger really hit the mark? According to Ruger, “no company has ever sold one million firearms in a 12-month period. With the help of our loyal customers, we hope to make history.” Can Ruger do it? On the positive side, gun sales continue to rise, and Ruger continues to roll out popular new carry pistols. On the negative side, the economy remains weak, and many of Ruger’s recent releases have been the subject of embarassing product recalls. We think Ruger is going to have to ramp up its Quality Control before it grabs much more market share from the likes of Glock, Sig Sauer, and Smith & Wesson.

“Our goal is to present the NRA with a check for one million dollars during the 141st NRA Annual Meeting in St. Louis next April,” said Ruger CEO Mike Fifer. This substantial donation would reflect a record-breaking feat in the firearms industry. We wish Ruger well in its quest — it certainly won’t be easy to reach the goal. To follow the progress of the “Million Gun Challenge,” visit or