I struggle with this question daily...do we compete on price?
Our rifles by themselves are probably the most expensive to make on the planet. Our components and attention to very strict tolerances demand it. For example, we have to do twice the amount of machining than a typical rifle on the barrel because we still have to make the ACE.
In addition, the components we select are the best in the industry. Not for bragging rights, but simply because they are the best components to complete the build. The rifle in the end will only be as good as the weakest link we add to finish it.
Here is the amazing side. Even though every part is more expensive to purchase or make, our system is efficient. Even though we are making a rifle that is a world above any other rifle on the market. it's the efficiency of completing the rifle that offsets the cost. Simply put, we do not have endless and needless manual labor to hand fit and build each rifle. This was not by accident; they where designed that way. Our work, time and effort was in producing a superior and repeatable process that allows us to build as close to a perfect rifle as possible to levels never achieved before, all with no human intervention or talent needed or even required. We are not limited to the talents of human hands or individual knowledge as we grow and scale. Traditional rifles are limited by the skill set of the individual builder. And, no human is void of error.
That is not to say they are not hand built. As I write this, I am still the only person who assembles the completed rifles. But I am not required to. As we grow, I can train a builder to assemble the rifle and it will shoot the exact same as if I built it myself. The rifle is designed that way.
We believe we have the most cutting edge rifle on the market. Our many years of testing and shooting them, along with third party tests show the ACE improves the accuracy of the rifle. The effort we put into how we produce rifles doubles down on this because we are now at a level of proficiency that we can offer this superior rifle at a price the competition cannot touch. The very best, now at the very best price and I hope as we keep scaling, the prices will keep coming down so someday everyone can own and enjoy a world class accurate rifle. Our commitment is to do just that!
