Rossi Rebound

By Robert Sadowski

Rossi is part of Braztech Holdings, an enterprise that also includes Taurus and Heritage Manufacturing. Over the past few years the acquisition has aligned Rossi with products that evoke classic Americana. Pump-action rimfire rifles, lever-action rifles in rimfire and centerfire calibers, and revolvers are part of a resurgence that might be characterized as “what is old is new.” In that vein, Rossi recently introduced the affordable RM66 and RP63 and blew new life into the classic stainless-steel .357 Magnum revolver.

“Rossi revolvers not only offer that sense of nostalgia,” says Caleb Giddings, general manager of marketing, “but they are working guns perfect for home defense or everyday carry, especially in areas where high-capacity pistols are not allowed.”

What could be more classic or more American than a lever-action rifle? “The new R95 lever-action rifle chambered in .30-30 Winchester resonates with consumers,” says Giddings. “Go ahead and buy an heirloom lever-action and hand it down to your son and grandson, but buy Rossi and don’t be afraid to hunt with it.” The low price point of the Rossi R95 rifles, compared to other .30-30 rifles on the market, means customers don’t have to invest a lot to partake in a traditional deer hunt using a lever-action rifle in a classic American caliber. Hunt it hard because it is a working rifle, not a safe queen, and with a street price of about $750 it is a definite candidate for a truck rifle, too.

Rossi has done a great job in transforming product lines like lever-action rifles to appeal to younger generations. The Triple Black variants of the R92 lever-action, a clone of the iconic Winchester 1892, in centerfire pistol calibers feature a black Cerakote finish, threaded barrel, an aluminum Picatinny rail to accommodate a red-dot optic, an over-sized loop lever wrapped with para cord, and other details that create a 21st century saddle gun or truck gun. It’s a lever-action rifle that can fill the freezer and protect the ranch.

While old-school lever-actions and wheel guns do resonate with a certain customer, Rossi has more modern products that appeal to those shooters weaned on polymer stocks and fiber-optic sights. A good example is the Circuit Judge, a carbine revolver that is unique as well as practical. We all know that nowadays turkey guns do not just mean 12-gauge shotguns; Rossi’s Tuffy line of .410 bore, single-shot shotguns in polymer thumbhole stocks transform the dated single-shot platform into something new, desirable, and affordable. The single-shot Brawler pistol is another modern take on an older design. This break-action pistol chambered in .410 and .45 Long Colt is not only fun to shoot, but it is serious business for hunting as well. The Gallery pump-action rifle and Rio Bravo lever-action rifle are other guns that straddle the old-school feel with modern aesthetics. The Gallery and Rio Bravo rimfire are available in traditional wood stock and iron sights or polymer stock and fiber-optic sights.

Bottom line for retailers? Rossi products are positioned so you can offer classic American firearms as well as modern renditions of iconic guns at prices that sit well with customers of all ages. (rossiusa.com)