What's Up with Surefire Pricing?

[Highland Ranger]

I am looking for a Surefire L2 LumaMax list price is $165 - best I can do is $157 online - what's up with that?

[Titus]

I believe they have a Minimum Advertised Price policy. You should ask for the "real" price. Try G&R Tactical (sales@gandrtactical.com).

[Highland Ranger]

Minimum Advertised Price policy.

Not sure what that means - I know in the electronics world you'll see some items from some manufacturers (like higher end Sony stuff) that you need to call for the price.

But in this case, that's not it - all the web sites either list it for the list price ($165) or they list it at a slight discount (i.e. cabelas and a few others at $157)

I thought price fixing was illegal . . . .

[Titus]

It means they have to advertise at a minimum price (and pretty much everyone shows list price now) but if you ask for the non-MAP price, you should be able to get it for less. I imagine you'll pay list direct from Surefire, and probably from Cabela's, but folks like G&R usually have better pricing if you know to ask for it.

[Richard.Howe]

If you're not boycotting Ebay, that's the best price location I've found. Make sure to stick with a reputable seller.

[cerberus]

The online vendors selling their products have to hold SureFires list prices. :(

[Highland Ranger]

I don't own one and I may never - I am having a little trouble paying $165 for a flashlight, especially if its list price for all.

Must be some light . . . .

[NMshooter]

Cerberus is correct. That is why you go to your local buddies who happen to be SureFire dealers and will give you a more reasonable price. ;)

Well, at least that is what I did.

[Schuey2002]

>>"I am looking for a Surefire L2 LumaMax list price is $165"<<

The street price on the L2/L4 is more in the $120 range (sometimes less if you look around hard enough).. ;)

[Highland Ranger]

Think I need to go touch one . . . . $120 is still a hefty bill for replacing a $10 mag lite I have been carrying for years.

[TechBrute]

First, let me say that Grant at G&R has the best prices that I have found... PERIOD.

Second, price fixing is illegal, but what Sony, Surefire, Kodak, etc. does is not considered price fixing. Price fixing is saying that all milk, regardless of brand or type, cannot be sold at less than $2 a gallon. Kodak has complete control over the way they want their stuff to be sold. If they don't want a CX7300 to sell for less than $99, they can dictate that to the retailers since Kodak has no direct control over other brands of digital camera prices.

Third, every time someone brings up Surefire's pricing, I get the same weird twitch in my right eyebrow...

People are funny. You could sell them a Mercedes at $15K, and if you didn't give them at least $1 off, they'd whine about what a bad deal it is. I'm not for throwing money away, I will shop around for the best deal. However, I don't consider something a bad deal just because I can't get a discount. A Surefire flashlight, to me and a lot of other people, is worth it at full price. It is the best light out there for its intended purpose. You bargain hunters can go find the best compromise between price and functionality, but for me, I've got the best.

[cerberus]

Always good to get the best price also buying quality is a must on my list of needs. :) Surefire has a quality flashlight they also sell their batteries at cost almost to help offset the cost of their lights. :) There are many other quality flashlights so everyone has a choice. I am not thrilled with SF new pricing policies but that theirs to use. ;) I guess because they have large military contracts for many flashlights they can take a few loss's form the non military side. Time will tell if they win this battle of pricing. :rolleyes:

[Highland Ranger]

I am a big fan of the best . . . . especially in guns, tools and cars.

However when it comes to electronics (and I am not sure this qualifies) I have learned that this years $500 cell phone comes free in a box of cracker jax next year.

Slight exaggeration but we've all seen it. And as I get older, I no longer need to be first or trendy (not sure this is completely applicable here.)

If this is indeed the best (and your not the first to say it -hence my interest) and won't be sold for a dollar next year . . . well I may still get one.

And yes, I am allergic to paying list price. List price leads me to seek the competition because it tells me there is too much demand and not enough supply.

Same with cars - new model and you pay list, older model and you get a discount based on cost (instead of an artificial demand price) and often a more reliable car because the bugs have been worked out of the design.

Again, not sure that applies either; if it is indeed $165 worth of materials and workmanship, I guess I am OK with that; if it's $50 in materials in workmanship and $100 in artificial demand or price fixing . . . less interested.

[TechBrute]

List price leads me to seek the competition because it tells me there is too much demand and not enough supply. It never occured to you why there is all that demand? :confused:

So if you wanted a Saturn, you'd go buy something else just because they'd knock some money off the artificially inflated MSRP?

[cerberus]

If you really look at a Surefire Combat flashlight and you understand just how they are designed and engineered. They are not for just setting on a table until needed. They are really designed and engineered for tough Combat service where they are dropped and slammed against hard non-forgiving objects.And are required to still preform when needed. Surefire is the standard that all other flashlights follow. :)

M3 M2 Z2 ;)

[Highland Ranger]

So if you wanted a Saturn, you'd go buy something else just because they'd knock some money off the artificially inflated MSRP?

Somehow I am not conveying my point well . . . long week at work.

Going with the car analogy even though I am not sure it completely applies, what I am saying is, if I want a mid-sized SUV, everyone makes one; at my stage of the game I don't need or want to pay extra for the newest or trendiest. Same quality and capability should = similar $$

Case in point: Chevy Trailblazers were leasing 3 years ago for $450/month (12k miles, no $ down etc.) same lease today is $325 . . . . same car, maybe better because they worked out the first year bugs but its no longer "hot".

Value is another story and may be the deal with these lights. Sounds like they are the best and very well made, perhaps with no real competiors, hence the premium price.

But the price fixing still annoys me!

[cerberus]

I sure understand the truck/suv type thinking. All the big 3 names have been screwing the buyers with their trucks and suvs it's the only thing that has kept them from really hitting the dumps as the rebaits can do just so much when your already not making any profit. So when I needed a new truck I went for the Sorento this was back in 03 the first year it was in the USA. Not the newest tech. stuff same V6 as the Huyundi uses in this autos. nice strong box frame. great style copied from another brand name. :) But at around $18K it sure beat paying $25K or $35K ;) What does this have to do with Surefire flashlights? :uhoh: Oh well nothing. :rolleyes:

[TechBrute]

HR, I guess you don't own a Surefire. I'll just tell you that they have no direct competitor. Sure, their bottom of the line lights have some competition, but 90% of their line has no other manufacturer making a similar product.

The ENTIRE Weaponlight line is unmatched. The Special Ops line is unmatched. A very few of the Personal Lights have competitors (Streamlight, Pelican, Inova, etc.) The Z lights are proprietary, to my knowledge (heck, it's called the Surefire Rodgers technique for a reason.) Their LED technology is untouchable.

[kfranz]

A surefire is to a maglight like a blowtorch is to a match. Really.... :)

Not sure what model maglight you are replacing, but I've got a surefire Nitrolon G2 (lowest price model available at ~$30, fits in a pocket) that will throw more light than any of the multiple D cell mag lights I've ever owned.

[SteelyDan]

If I wanted to put a light on an AR, I'd get a SureFire. But if I want a flashlight, my discretionary funds are not unlimited and there are many competitors that offer 90% of the performance for 25% of the price (or less), and I'll pick the competitors all day long. Please don't say the G2 is only $30, fine, yes it is, and I'm sure it's a great light, but I just get irritated by SureFire's pricing for regular flashlights so I choose not to buy one. Plus most of them only last an hour before the batteries are fried, ah, I'm getting carried away here.

[tvdilbert]

there are many competitors that offer 90% of the performance for 25% of the price (or less)

Name one light that puts out over fifty lumens for 8 bucks. Do you think a Mini Mag puts out anywhere close to the amount of light a G2 does? MiniMag/Surefire E2e Beamshot Comparison (http://www.knivesandtools.com/de/help/flashlights-comparison.htm?dist=5m&flashlight1=5MMLMINIMAG.JPG&flashlight2=5MSFE2E.JPG)

Are there cheaper lights that can match the output of a Surefire? Sure. Do they match up to a Surefire in other respects -- beam quality, build quality, water resistance, lens? Highly unlikely. Look for a flashlight that is comparable in all those aspects, and you'll find that they cost almost as much, if not more, than a G2.

Please don't say the G2 is only $30, fine, yes it is, and I'm sure it's a great light, but I just get irritated by SureFire's pricing for regular flashlights so I choose not to buy one.

One shouldn't buy a G2 because a Surefire L4 is expensive? So because a Ford Triton F-150 Lariat is expensive, they shouldn't buy a Focus? Not buying an entry-level product becuase you don't like the cost of the high-end models makes no sense to me.

If Surefires seem too expensive, then by all means grab an inexpensive light. Heck, I have plenty of Mags laying around because they're cheap. I got a Brinkman Legend LX ($20, 50+ Lumens) to put in my glovebox. It lasted 2 months before it started failing -- it's now completely useless. My Surefire 6P has lasted 6 years. That alone tells me enough.

- Jon -

[40five]

I feel that I should throw my two cents in here...

I have owned a Surefire e2e for about 7 months now. It goes wherever I go due to the handy pocket clip, which most other brands DON'T have. I work nights and go in at 2pm in the afternoon and generally get off anywhere between Midnight to 5 am. I cannot tell you how valuable that light has been on most nights when I get off and have to walk to my SUV (again this topic comes up, I have a 2000 Xterra). My workplace is in an area that's not so savory. Along with my CCW permit (I also am allowed to carry at work, even though it isn't job related, just self-required by the area we work) and my co-worker's feel completely safe with my presence (along with my training, which I am formerly a deputy for two local parishes, and I've attended Thunder Ranch twice) and my Surefire which I use to aid them to their vehicles. While I used to be on duty, we were required to carry Maglite's. If we wanted anything else, it was at our own expense. I bought a Surefire E2 and NEVER used my D-cell Maglite, it just sat in my unit every shift. The Surefire put out MUCH more light (almost 5 times more) in a package that didn't weigh down my already HEAVY duty belt and just clipped inside one of my front pockets.
As far as the pricing goes, personally I cringed when my local dealer swipes my credit card for one. Premium prices for Premium lights. Still, I forked over the funds to have one, not because it was the latest, greatest trendy thing to have in a pocket next to the latest Spyderco, just because I want a flashlight that will work EVERY time I use it and do it better than anything else available, simply because (as someone above said) they have no competition. I've tried the Innova and even though it was rugged, the batteries had a bad tendency to run out quicker (possibly due to the extra LED's) plus, no pocket clip. The Surefire has only had to have the batteries replaced twice in 7 months and that's with DAILY usage.
I know I've rambled on here, but the point is you get what you pay for. If your willing to cut corners on price, your willing to cut corners on performance. If there was a way to haggle, trust me, I'd be there with you guys. Again, I am NOT happy with Surefire's pricing, and hopefully with the cell phone analogy described above, we'll be able to get the same models cheaper in the future or maybe another company will step up and create lights comporable to Surefire. Until then, we have to accept the prices and be content with our purchases.

Just one more thing, cajuncoona has a good point, check ebay. There's always used Surefires there at reasonable prices. The e2e mentioned above was bought on ebay for only $40 and it was brand new in the box. The seller just didn't know what he had...

Thanks for the floor guys! Be safe!

[jfruser]

I have bought two Surefires. Note: I did not write "own." That's because my wife, after using my first Surefire (G2 Nitrolon) once, promptly absconded with it. The gal knows quality.

I then bought a 6P for myself.

I have not regretted paying retail for either
G2 ~$35
6P ~$55

They ARE that good.

BTW, for years I tooted Maglight's horn & still own:
6 D-cell
3 D-cell
3x 2 AA-cell
2x AAA-cell

The Malights have been demoted to second line use.

[Highland Ranger]

"No competition" interesting . . . .

I think I have an idea for a company!

[DarkKnight01]

150$ + for a flashlight? are you people insane? sure itll probably work when you need it..... so does my mini mag light.... ive had them fall out a truck window doing 70mph down the highway.. went back to pick it up and it just had a few scuffs.... still worked just fine.... their truely tuff lights.... and for 10$ ill buy 10 mini mag lights before I pay for a 150$ flashlight.... if you lose it theres no warranty for that.

I have not regretted paying retail for either

35$ and 55$ is a little more realistic.... id pay 35$ for a good light, where did you get them?

[TechBrute]

150$ + for a flashlight? are you people insane? sure itll probably work when you need it..... so does my mini mag light....
DK01: "Why would anyone spend $50K on a Ford F350 Dually, 4x4, 4-door, 1-Ton truck that will tow 12K pounds, carry 6 people, and hold 2000 pounds in the bed? My little $10K Ranger drives down the road just fine!
Me: :rolleyes:

If I lost you with my bad analogy, I'll spell it out. You've (obviously) never owned a Surefire before. It's more than just being tough. The Surefires (any of them) will do things that your mini-Maglight could never dream of in its wildest 4 D-cell dreams. Surefire's cheapest bottom of the line model outperforms every last model of Maglight (except for size and weight, which the Maglights clearly dominate.)

[jfruser]

DK01:

I paid retail for both the G2 & the 6P. Both were obtained at CheaperThanDirt. You could get the same deal at the Surefire website & could probably do better at a couple of the resellers mentioned in this thread.

If you want a general around the house or nightstand light, the G2 will butter your toast. If you want to pack it, the 6P is the cheapest you'll be able to get out the door, due to the fact that it is the cheapest Surefire with a standard Lock-Out Tail Cap (LOTC).

I like my Maglights, but they in no way outperform my itty bitty Surefires. I have not tried the "out the window at 70MPH test," however.

You want Yet Another Analogy? The Surefire is to Maglights as the HK G3 is to the 1873 Springfield Trapdoor. Not just one generation of improvement, but a leap ahead of several generations. Maglight USED to be state of the art.

The difference becomes glaringly (ha-ha) apparent when compared side by side.

[TechBrute]

Maglights are definately the best value in a sub-$20 flashlight. You still can't get a SF for under $20.

[DarkKnight01]

I'll spell it out. You've (obviously) never owned a Surefire before.

No I havent, but if I can find one for 35$ id be willing to try one =)


You want Yet Another Analogy? The Surefire is to Maglights as the HK G3 is to the 1873 Springfield Trapdoor. Not just one generation of improvement, but a leap ahead of several generations. Maglight USED to be state of the art.

Lets clear up something, Im not in any way talking down on surefires quality of their product, I am however trying to figure out how a flashlight is worth 150$

Im a practical type of guy, And im not made of money, I have cash to spare but if I have 150$ extra its likely to go toward more important things... like ammunition :D hehe really tho ive got 2 step kids and a spouce most of my extra money ends up being spent on them.

I will check out cheaperthandirt.com and see what I can get one for, like I said for 30-50$ Id be willing to try one, but for 150$..... naw I can live without it :)

And I recommend the 'out the truck window at 70mph' test, It was interesting, tho not a planned experiment, my buddy and I were like..... Wonder if itll still work? we both figured it was done for... I at least figured the lil bulb would need to be replaced, but nope aside from a few cosmetic scratches it was good as new =)

[TechBrute]

DK01, I'd suggest emailing Grant at G&R Tactical for the best Surefire pricing and the best service.

Truth be told, the majority of Surefires can be had for less than $150. The 6P is their most popular model and I think you can get it for around $50. The G2 can be found for around $30. Their lights run from $30 to around $3000. The weaponlights are the really pricy stuff. The personal lights really aren't that bad.

[Wildalaska]

Someone mention Surefires :neener:

WildsoonchildrensoonAlaska

[DarkKnight01]

Looking over the G&R Tactical website, I see they have the G2 for 34$ and the 6P for 56$ either one would seem like a good deal, I think the G2 would better fit my needs, is it a lil smaller than the 6P?

And one other question, the batteries they use, how long do they last, and is surefire or one of their affiliations the only place to get them?

[TechBrute]

You really should EMAIL Grant for the pricing (Surefire prohibits advertising on the web below full retail, hence the original topic of this thread.)

The G2 and 6P are the same size. The G2 is plastic, the 6P is aluminum with a lockout tailcap (keeps the button from being pushed inadvertently.)

Surefires use standard 123 size batteries. Surefire is about the cheapest place to get them. You should get 60 minutes of runtime the standard bulb.

[DarkKnight01]

You really should EMAIL Grant for the pricing (Surefire prohibits advertising on the web below full retail, hence the original topic of this thread.)

I just dropped them an email =)

The G2 and 6P are the same size. The G2 is plastic, the 6P is aluminum with a lockout tailcap (keeps the button from being pushed inadvertently.)

Ahh ok, I think ill go with the 6P then, id rather have aluminum.

Thx for the info bud.

[TechBrute]

The 6P is by far their most ubiquitous model. Surefire hard anodizes their light bodies and you'll find that they are exceptionally tough. Also, look into the different tecniques using them to shoot with, as the tailcap switch is more conducive to it than the body-switch of the maglights.

[DarkKnight01]

yea, thats one thing ive been looking for, a tailcap switch, in something better than a rayovac.... the mini maglite uses the twist on head to activate the light, normally takes 2 hands to operate.

[Highland Ranger]

I did email grant, he offered, if I recall correctly, 20% off list price, but he also mentioned something about an after SHOT show special . . . .

Wild - group buy on the way in what timeframe?

[Wildalaska]

iM GONNA BE DOING A BUY ON SUMPIN BY THE MIDDLE OF NEXT WEEK:)

Wildl6sinstockAlaska

[Highland Ranger]

Roger-roger - I will stay tuned.

Looking at the L2 as I mentioned above.

I'll go see what an L6 is . . . wow - $265 list; looks like its a bit bigger than the L2 but without the dual beam capability and a lower total light output (100 vs 65 lumens)

Only advantage is that it seems like it will last longer.

Any suggestions from the crowd on what my first surefire should be for carrying around in my tactical man-purse? (replacing mini-mag)

[TechBrute]

I think the 6P is a great choice for most people. I carry an A2 and an L4, which are a little smaller. I haven't purchased any Surefires since their LED line has expanded, so I'm not really familiar with the L6 and L2. The U2 intrigues me, though.

[G&R Tactical]

Thanks for the plug TB! SureFire has a special run of the L2 from the Shot Show. I have about 10 of these coming and they will have special pricing! :)


C4

www.gandrtactical.com

[shoot870p]

The 6P is a very good light. I and several friends/co-workers use them. They are like a tool- you can use a 99 cent screwdriver but most times you will be more comfortable using a nicer one (name brand as you want here).
Lee

[GLOCKME]

I believe I am going to take the jump to the SF..

Looking for a weapons light (AR) too, and this is the one stumping me..

The more I "study" the more my head hurts.. :rolleyes:

[G&R Tactical]

First thing is first. Identify your requirements. Do you need a light for CQB work (home defense) or long range target ID. After that, establish your price boundary. Then a good SF sales rep will provide you with your options! :)


C4

[Michael Zeleny]

The Surefire 6P lists at $56. It will break its xenon bulb if dropped on a hard surface. Replacement bulbs cost $17 for a P60 and $25 for a high output P61. An M2 Centurion light that takes the same bulbs, mounts them in a shock isolated enclosure. At its MSRP of $168, you get what you pay for. The similarly priced L2 LED light is my current favorite for everyday carry, owing to its extended runtime and two-stage regulated output. As several people have attested, discounts around 20% off MSRP should be readily available from competitive retailers.

[Highland Ranger]

OK busy for a few months but Father's day is here and I took the plunge (cheaper than buying another gun!)

I'll let you know if I become a true believer . . . . that site with the mag light comparisons is pretty dramatic . . . .

[IZinterrogator]

There has got to be some play in their prices. I bought an A2 Aviator at the PX for $155. I don't think that was purely PX price slashing since they usually aren't really that competitive.

[Highland Ranger]

Got it.

Match/Flamethrower . . . . that about sums it up.

[jason10mm]

I ran my E2e through the washer and drier once (NOT intentionally!!). Aside from having to take the bulb out to let the condensation clear from the lens, it continues to work PERFECTLY, using the same batteries.

That is why I buy Surefire!

[Rabid Rabbit]

Head over to www.flashlightreviews.com. There are a lot of options that I was not aware of and ended up with a Streamlight TL-3 LED ($78) that is just great, 2.5 hrs of bright light vs 1 hour. It puts out 2.5Xmore light than my 4 cell maglight and is a lot cheaper to run to boot. If I used a light everyday and somebody else was buying the batteries I'd look into the higher end streamlights but for what I want this does very well.

I thought about upgrading my 3-4 cell maglights with after market leds but at $30 each I'll just buy some of the GP led lights coming out now that are just as bright and not as heavy, but cannot be used as a club

[JLGILBERT]

I have enjoyed reading and participating in many of the threads on this forum. If you are looking for a good deal on Surefire products please e-mail me and I will cut you a good deal on any Surefire products we have in stock.

Surefire makes great products and everyone should treat themselves to a superior product every one in a while.

Call us toll free at 877-937-4867, ask for Jason, and I will be glad to pass some deals along to THR members

I am not trying to spam or solicit in the wrong areas, I just thought you might like a good deal. If this is the wrong place to mention this let me know.

Have a great weekend