Enduring Appeal
In a world of semi-auto handguns, a case can still be made for stocking revolvers.
By Wayne van Zwoll
The role of revolvers in our Frontier West has much to do with their enduring appeal. Hollywood has spiced history with romance, forging new and memorable personalities for people on both sides of the law. Later, as hard-bitten cops upstaged cowboy heroes, double-action revolvers replaced single actions. Sales of Smith & Wesson’s Model 29 jumped after Clint Eastwood’s Dirty Harry used the big .44 to dispense justice.
No such celebrity follows autoloading pistols—not even James Bond’s .32 Walther PPK, which various Bonds have carried since Geoffrey Boothroyd convinced Ian Fleming to ditch Beretta’s 418 and its anemic .25 ACP cartridge in 1955. (Oddly enough, Boothroyd suggested a revolver: S&W’s Airtight Centennial, a .38.) Since 1958 the PPK has been the MI6 agent’s faithful sidearm, as much a signature prop as his Aston Martin DB5.
Okay, John Browning’s 1911 is so popular, still so effective, and now appears in so many guises that it’s as close to sainthood as Colt’s SAA Model P. Savvy retailers pay homage to both—and to recent SA and DA revolvers vying for shelf space with compact striker-fired autos.
The Case for Both
Truth is, gun shops have profited from the autoloader and the revolver. Ruger still supplies savvy dealers with both. “Distributor Specials” (limited runs of production-line guns) are popular additions to standard catalog items. Ruger distributors Lipsey’s and Talo, for example, commit to each run.
“Strong demand for SA revolvers justifies this program,” says Ruger’s Mark Gurney. “Special features and finishes, and the limited life of each run, encourage customer action. Because these guns aren’t as pricey as true custom-shop versions, they appeal to both shoppers and retailers.”
California-based EMF got its film-industry start in 1956, supplying sets with historically correct replica guns. The company acquired Great Western Arms (a California-based company that specialized in Colt SAA lookalikes) three years later. About that time, incidentally, Aldo Uberti established a gun-making business in Italy. Boyd Davis, who co-founded the Single Action Shooting Society (SASS) in 1981, became EMF president/CEO in 1985.
By then original Colt Peacemakers were priced beyond the reach of most shoppers. Even second- and third-generation SAAs (beginning in 1956 and 1976), were expensive. Ironically, Cowboy Action events had just hiked demand for SA revolvers in 1982, when Colt de-listed the SAA and made it more costly by limiting production to its Custom Shop. Third generation guns would be reinstated in the catalog in 1994.
Meanwhile the cowboy faithful found Italian revolvers could shoot as well, or better, as those from Hartford. Many imports sold through Texas-based Cimarron, established in 1984 by blackpowder enthusiast Mike Harvey and his wife Mary Lou. To grow sales of cartridge arms in his gun shop, Harvey bought Allen Firearms. Visiting Brescia, Italy, he contracted with Aldo Uberti to reproduce Colt SAAs, faithful in detail but using modern steel. Uberti and other quality-conscious shops have since resurrected dozens of historical sidearms, from the Colt Paterson to S&W’s Model No. 3. Cimarron lists standard and charcoal blue, also case-colored and antique finishes, and original chamberings. Hollywood’s Old West comes to hand in Cimarron’s Rooster Shooter, Wyatt Earp Buntline, and Doc Holliday Thunderer, among others.
I hadn’t planned to buy three Cimarron SAs, but all (in .45 Colt, .44-40, and .32-20) impressed me with faithful detailing, seamless fit of parts, and smooth actions. They were affordable too, and with Black Hills Cowboy Action loads shot near point of aim (Booth #15227). The .45 punched a knot as tight I’d expect from a rifle. My wife appropriated the .32-20: “It’s not loud. It doesn’t kick. That bird’s-head grip fits my hand.”
Other importers, like Taylor’s & Company, also peddle worthy Italian reproductions. Ruger took note. In 1993 it targeted the Cowboy Action culture with the Vaquero. This SA in .357, .44-40, .44 Magnum, and .45 has a Colt profile and Blackhawk innards. Ruger’s rimfire Wrangler, unveiled in 2019, has Vaquero genetics. It retails for less than the Single-Six and small-frame Bearcat. “It’s Cerakoted instead of blued,” says Gurney, “so it saves us time in finishing. Customers like the pricing as well as the gun.”
Right now, my local gun-shop’s display case is crowded with Wranglers. “Most are awaiting pick up,” I’m told. “We’ve ordered more.”
But SA revolvers represent just part of the handgun market. Gurney assures me demand for DA revolvers is strong too, despite the intrusion of autoloaders on what was once their turf.
Yesterday’s claim that self-loaders aren’t as reliable as DA revolvers has been silenced by a new generation of autos that defy failures. These also hold many more cartridges, thanks in part to slim 9mm loads that rival the .45 ACP in stopping effect. The seven-round magazines of early 1911s and PPKs have given way to double-stacks with twice that capacity. Striker-fired mechanisms (hammerless, with spring-loaded firing pins), and the use of alloys and polymer, make pistols lighter and sleeker. While striker-fired handguns date to the 1890s, the 1970 debut of H&K’s Volkspistole VP/70 brought them fresh attention. The Glock 17 adopted in 1983 by Austria’s army inspired nimble striker-fired autos for law enforcement (LE) agencies and civilians. A selection of Glocks is a must-have for every retail gun shop.
The role of revolvers in our frontier west has much to do with their enduring appeal. Personal preference and utility also are important factors for revolver owners.
Colt’s 1873 SAA, among the earliest revolvers to use metallic cartridges, was popular from the very start.
In the mid-1980s, Mike Harvey started Cimarron Firearms with Colt SAA reproductions from Uberti in Italy.
The higher production costs of revolvers have much to do with the popularity of autos. Materials and processes account for some of that differential. Revolvers also require more hand-work; the cost and availability of skilled labor matter more in revolver production than in the assembly of self-loaders. Over the last four years, manufacturers have reported shrinking pools of trained machinists and finishers.
Manufacturing costs also affect marketing. Use of stamped parts and adaption of CNC machining to reciprocating actions speed production of autoloaders and reduce pipeline interruptions. Assured timely delivery and generous profit margins favor promotion of autoloaders.
The slim profile of autos gives them an edge over revolvers for concealed carry. Compact pistols easily slipped into purses or IWB holsters appeal to women. In 2008 Ruger came out with the LCP (Lightweight Compact Pistol). At 9.4 ounces with a 2.8-inch barrel, this nylon-frame, hammer-fired auto was an instant hit. A .22 version with a more compliant, lock-open slide followed in 2016. A double-stack .380 LCP Max came five years later. Making a revolver as lightweight, concealable, or affordable ($259 for the base LCP) seemed a bridge too far.
Ruger, however, had already designed one. In 2009 it trotted out the LCR, a 13.5-ounce, DA-only .38 with one-piece alloy frame. A polymer pod under its stainless cylinder holds fire-control parts. A .357 LCR with stainless frame weighs 17.1 ounces. This revolver is also now available in .22 LR, .22 WMR, 9mm, and .327 Federal, with 1.8- and 3-inch barrels. Starting at $739, it’s much more costly than the LCP.
Revolver buffs fuel steady demand for medium- and large-frame DAs. Beginning in 1973, Ruger pivoted from SAs to produce Speed Six, Security Six, and Police Service Six DAs in .357 Magnum. These were upstaged by the GP-100 in 1985. It had a stronger frame and a “triple-locking” cylinder to handle an every-day diet of full-power .357 loads. The larger Redhawk, with similar frame and locking mechanism, arrived about then, in .357, .41 and .44 Magnum, and .45 Colt. The Super Redhawk, with extended, scope-friendly frame, followed. Like S&W’s later X-Frame, the Super Redhawk is clearly a hunting revolver.
Ruger’s SP-101, introduced in 1989, attracts people who want an agile .357 or .38. It’s available in .22, 9mm, .32 H&R, and .327 Federal, too.
“There’s a short, fixed-sight version that’s DA-only,” Gurney tells me. “No hammer spur.” The frame is seamless. Adjustable sights add $60 to the $919 base price. At just under 30 ounces, the 4.2-inch-barreled SP-101 is 10 ounces lighter and costs $80 less than a same-size GP-100. A great backpack gun, it’s as well-suited to the nightstand.
In 1986 Colt’s nod to the demand for a lighter, more affordable .357 than its large-frame Python was the King Cobra. Replacing the Trooper Mark V, it had a heavier barrel and a full-length ejector rod; like S&W’s K-Frame .357s, it held six shots. Colt produced the King Cobra until 1992, then from 1994 to 1998. It reappeared in 2019 in .22 as well as .357, stainless steel only, with 2-, 3- and 4.2-inch barrels. At $999, it costs $500 less than the carriage-class Python.
Smith & Wesson’s successful M&P M2.0 self-loader, popular for LE duty carry, has inspired lightweight, concealable autoloaders. “We’ve seen growing demand for polymer-frame handguns, and for magazines of ever-greater capacity. Still, many of our customers are traditionalists sweet on J-, K- and N-Frame revolvers, especially with chrome-moly steel and high-gloss blued finish,” says Vince Perreault, director of brand marketing. “These guns require a high degree of polishing by skilled hands. Stainless versions are especially popular with people who use revolvers afield.”
Colt has met strong demand for mid-size revolvers by relisting the King Cobra. Here, a target version.
These Ruger SAs on the Single-Six frame are Single-Sevens in the centerfire .327 Federal Magnum.
Ruger introduced the LCR (above, a DA-only version) in 2009, a year after the less expensive LCP.
Perreault says roughly 93 percent of S&W revenue comes from civilian sales. “So we’re alert to trends in that sector. Our job is not to tell customers what to want, but to make the best handguns they’ll find within every category. We point out the advantages of each handgun type and the benefits of various features. For some customers, for example, a revolver might be the best choice for personal protection or sport shooting. Our Performance Center provides options for custom work. And, of course, we have S&W accessories.” Such engagement with the customer is also a hallmark of successful retail shops.
Although the .38 Special/.357 and .44 Magnum remain hugely popular among chamberings at S&W, Perreault notes enthusiastic response to a new .32 H&R revolver developed with Lipsey’s. “And there’s always talk about our X-Frame revolvers in .460 and .500 S&W.”
I’ve used both on game. They’re at the top of the power scale for commercial revolver cartridges. An X-Frame in a handgun display is certain to draw interest. More customer traffic, and longer looks, help generate sales.
Perreault concedes big-bore handguns are exciting. “But most of the revolvers and autos we sell are easy to shoot and carry. They use affordable, readily available ammo. They make sense for personal protection.”
One retailer who moves a lot of new and used handguns backs up that observation. He told me, “Many of our customers are first-time gun-buyers. Men and women, they want a reliable gun they don’t have to study, one that fits their hand, points naturally for them, and fires when they press the trigger. So a DA revolver can trump autoloaders. There’s no slide to yank, no safety to find or confuse with a slide stop or magazine release. The DA trigger pull is the same for each shot.”
Recoil is another issue dealers address to their profit. “Even a .38 can seem harsh to someone new to firearms,” my local dealer points out. “If blast and kick make shooting uncomfortable, a novice won’t practice enough to be even marginally proficient. I’ve suggested a DA .22 revolver to a lot of people—the revolver because it’s straightforward, the .22 LR because it won’t cause a flinch. It’s no stopping round, but a hit with a .22 is better than a miss with a .357.”
Imported handguns also figure heavily in the U.S. market. Taurus ranks among the best-known of these brands. Besides autoloaders (mainly clones of Colt’s 1911 and Beretta’s 92), it ships huge numbers of DA revolvers. In 1982, Taurus USA, was formed to buoy sales stateside. The Rossi brand joined Taurus holdings in 1997, Heritage Manufacturing in 2012. A wide range of current Taurus DAs includes medium-frame guns with S&W profiles, also the popular Judge, which fires .45 Colt and .410 shotshell loads. A .22 Hornet revolver is new. In 2021 the U.S. accounted for nearly 80 percent of Taurus sales.
Handgun Appeal
A handgun’s appeal depends as much on personal preference as on the sidearm’s utility. Thus, the revolver/self-loader debate. Autoloaders have gained market share largely because they’ve been easier to adapt to modern manufacturing tools and processes. Improved 9mm loads have the punch once offered only by bigger bullets from guns of lesser capacity. As a rule, autoloaders are easiest to outfit with red-dot sights. There’s no cylinder-gap flash or bark. Flat in profile, mid-size and compact autos are easy to conceal. The frames of many are of lightweight materials impractical for revolver frames and cylinders.
A lively cottage industry in carriage-class 1911s bode well for self-loaders. “They’re what people buy when they think they need a gun,” says a colleague. “Revolvers are wants.”
Of course, shoppers are often willing to spend more on what they want than on what they need. A well-stocked gun-shop tempts them with both.
For more profit, add leather! Here, a Redhawk in a Galco holster. Note its adjustment, tab, and stitching.
S&W J-, K- and N-Frame DAs are ever in demand, especially in high-polish blue. Here, a Model 58.