Ruger Handguns:
Case Study of Efficiency
Ruger's .22 Pistols: Classic Firearms Designs
The president of the Louis & Clark Rifle & Pistol Club was yawning in front of the television, about ready for bed, when the phone rang. “I’m a gun writer, doing an article on the 75th anniversary of the Ruger .22 pistol. Is there someone at your club who might give me some interesting quotes?”
“Why, that’s easy,” replies the president. “Be at the club tomorrow at 1:00 p.m. and meet the Senior Member. Don’t be put off by his gruff demeanor; he’s really a big cuddly bear. You might bring him his favorite coffee, a chocolate caramel macchiato with sprinkles, whipped cream, double sugar and triple soy milk. Ignore his dog; he likes that. What publication are you with?”
“Well, none. I’m a freelancer trying to get started.”
“Ah, an AGW — aspiring gun writer. I can assure you the Senior Member will be most impressed.” His wife, who had overheard, said, “That was kind of mean.” But she had to stifle a giggle. “Who are you messing with, the Senior Member or the AGW?” “Bit of both, actually.”
Promptly at 1 p.m. the next day, the AGW had the Senior Member pointed out to him. He didn’t look at all cuddly, quite the opposite, in fact. The AGW marched bravely up, set a coffee cup on the side table, and said, “How do you do, sir? I was hoping you might give me a few moments to talk about …”
“About the Ruger .22 pistol, I was advised of your interest by the club president this morning.” He pried the lid off the coffee cup and managed to conceal his horror at the sugary concoction. “May I ask, did the president suggest this coffee?”
“Yes indeed,” replied the AGW. “I wanted to be sure to get what you liked. And he told me you don’t like your dog getting treats.”
“Oh, did he? I am reminded of the old saying: Revenge is a dish best eaten cold. You probably aren’t aware the president sent you to play in traffic. He knows I don’t have a high opinion of gun writers, with the notable exceptions of John Taffin and Mike Venturino. Your good intentions absolve you. To quote Arthur Conan Doyle, “You have done something to mitigate my feelings for the loathsome profession to which you unhappily belong.”
“Thank you. I think. Does that mean you’ll help me? Aren’t you going to drink the coffee?”
“I’ll save it for later. And yes, I will help you. Write this down or start your infernal sound recorder.
Ruger Standard .22, this well-worn example was made in 1955.
Accurate, reliable, and durable, it has functioned perfectly
for 70 years and continues to do so today.
“The Ruger .22 pistol is one of the great firearm designs. Its success laid the foundation for the Ruger company of today. Bill Ruger was brilliant, and his brilliance had two components. One was as a designer. He knew manufacturing had to change in response to the increasing scarcity and cost of skilled hand work. Like the Remington 721/722 rifles of the era, the receiver of his firearm was a simple steel tube with a bolt traveling in the tube, and the remaining components — barrel, magazine, firing assembly, grip frame — attached to the receiver. This made manufacturing faster and cheaper.
“The second brilliant thing Ruger did was setting a price point below that of the competition. Have you read The Spirit of Enterprise by George Gilder? You should. It’s about some of the great entrepreneurs, J.R. Simplot, Henry Ford and Soichiro Honda, their incredible work ethic and willingness to take risks. A key element is this: Lower your price and capture the market. As production grows, cost per unit decreases, and the market expands. Ruger didn’t just take market share from Colt and High Standard; he created a market where none had existed before.
“Price wouldn’t have mattered if the pistol was a piece of junk, but it most emphatically was not. The Ruger Standard was durable, reliable, and accurate, with attractive lines and a decent polish and finish. Moreover, the Ruger company backed their product unequivocally. Shooters talk, on the range and around campfires. Word of mouth beats advertising, endorsements, and gun magazine articles.”
“Today, the Ruger .22 pistol is a better buy than ever. In 1950, it took 80 to 100% of an average week’s wages to buy a Ruger Standard. Today, it takes less than 50%. Prior to the Ruger, the most successful .22 semiauto was the Colt Woodsman, with about 690,000 made from 1915 to 1977. The Ruger has been in production for 75 years and counting. Sales reached 1 million in 1979. The Mark II series sold 3 million. Total production today must be approaching 5 million. Oh darn, look what I’ve done; I accidentally knocked my coffee off the table.”
“Thank you, Old One,” the AGW said. “If I may, I’ll bring you another tomorrow.”
“You may. Black. No milk, no sugar, no nothing except black coffee. And a biscuit for the pup.”
