Behold... Taurus Tactical!

[strat81]

http://www.taurustactical.com/

Before I get flamed for bashing Taurus, I just bought a 24/7 Pro 9mm. However, this new site of theirs features nothing new or different aside from the "24/7 OSS". Looks like the only difference between those and the 24/7 Pro is the beige-colored frame, available adjustable sights, and a decocker. Oh yes, and there's a new Taurus Tactical Catalog too! It uses phrases such as "Middle East", "terrorist", "insurgent", and "special forces". Apparently the 24/7 OSS meets (and exceeds!) the requirements of USSOCOM, United States Special Forces Command. On the plus side, page 11 makes no qualms about the PT92: they state they bought Beretta's factory and improved on their design.

Now, the marketer in me wants to give kudos to Taurus for seizing this opportunity. Whether you like it or not, "tactical" is definitely a buzz word and I applaud Taurus for trying to cash in on it. One can argue Smith and Wesson are doing the same thing with the resurgence of the M&P line. However, Taurus does not have the law enforcement or military reputation that S&W has (or SiG, or Glock, etc etc).

All in all, it's a bit of a let down. The only thing remotely "new" is the OSS. I think a Taurus AR-15 or 9mm carbine would sell incredibly well and would be appropriate for something like this. I'd say some kind of "sniper rifle" or tactical shotgun, but Taurus doesn't have anything even close to those in their catalog.

[sm]

I never took a marketing class , I did read, and agree with Trout and Reyes when it comes to names and such...
I did take B-Law, and recall lessons on names and all too..

Does not matter this is a gun, or a gun company, someone blew it, by not thinking of the basics.

Hey Joe nice TT ya got, mind if I check yer out ?

[carpediem]

Taurus' marketing to the tactical crowd won't be helped by a certain "nickel-plated sissy pistol" characterization. In that arena, perception is [almost] everything.

[10-Ring]

Tactical Taurus....that's funny :D

[browningguy]

I see you can carry the OSS cocked and locked, can the other 24/7's be carried that way?

[Whirlwind06]

So are gold plated guns "tactical" now? :)

[strat81]

I see you can carry the OSS cocked and locked, can the other 24/7's be carried that way?

I'm a n00b so I'm not 100% on what cocked and locked means. But, I can tell you this about my 24/7 Pro: when you load a magazine and rack the slide, a round enters the chamber and the gun is now in SA mode. (Is mode the correct term???) You fire 1 shot, 2 shots, 3 shots, all SA. The 4th shot fails to fire. The gun is now in DA mode and allows you a second try to fire the round in hopes that it will go off. If it does, the gun reverts to SA. If it does not, you rack the slide to eject the bad round, a new round is chambered, and the gun is in SA again. The 24/7 Pro does feature a 2-position external safey and no decocker.


The decocker on the OSS looks like a good feature. However, my fiance and I wouldn't have gotten it for a few reasons:
1) It's currently available only in .45. She wants a 9mm.
2) It's currently available only in tan. She wanted black or stainless.
3) The .45 24/7 pistols do not have the rubber grip that the 9mm and .40 have. The rubber grip is sweet.


I still maintain my position that until Taurus earns some credibility and actually has LEO equipped with their weapons, they'll never really be considered tactical. I wonder if Taurus has tried GIVING their guns to a police department or two. LEOs are a tight bunch; if a product was good, I'm sure the word would spread.

[possum]

well that site is definetly better than there offical site, that I am used to!

[ReadyontheRight]

sm - "Trout and Reyes"!! :D

You know more about Marketing/Branding than 99% of the US population.

Of course, growing up on Coke vs. Pepsi commercials, 100% of the US population considers themselves Marketing experts, so the value of us lowly marketing folk is always a challenge.

IMHO, this Taurus Tactical stuff, along with the pump-action 22 and their new 1911 kicks butt on anything any other gun manufacter has done since bill Ruger in the 1960s.

The US gun industry is NOT a hard target. But, of course, they never return my Marketing calls.:evil:

[sm]

I cannot believe someone picked up on Trout and Reyes.
Postioning: The Battle For Your Mind - Trout and Reyes

Taurus and others did not read about Names, Branding, Line Extension, Carve your own niche...

We just dated ourselves again, or at least I did. :D

[ReadyontheRight]

What's really dating us old folk is that Al Reis's DAUGHTER is now the driving force.

Great Marketing stuff for us Marketing Geeks:

Ries & Ries was founded in 1994 by Al Ries and his daughter Laura Ries in Great Neck, New York.

Prior to 1994, Al was with his former partner Jack Trout in Greenwich, Connecticut. And Laura was working as an account executive at TBWA Advertising in New York City. Al decided he wanted to work with his daughter and Laura decided to fulfill a lifelong dream of working with her mentor.

In 1997, Ries & Ries relocated to Atlanta, Georgia. In Atlanta, they have found a warm climate, friendly people and the world's busiest airport, Hartsfield International.

The dynamic duo have been profiled in Business Week, Marketing News, Advertising Age, The Wall Street Journal, Atlanta Journal-Constitution, Brandweek and countless other domestic and international magazines
and newspapers.

Ries & Ries consults with top companies across the globe. In addition, Al and Laura travel the world doing seminars on the principles of marketing strategy.
http://www.ries.com/aboutus.php

Sadly...no tactical Marketing. Yet.

[lathedog]

funny...I always thought "tactical" was something you did in your mind. Like developing a "tactic", or countering an opponent's "tactics". As in tactical-operational-strategic levels of planning and execution.

Guns are equipment. Except of course imaginary and/or ideal guns.

I have a Taurus 945 and it's a pretty cool gun. Although after shooting it I'm not -as- thrilled. Too much caliber for the weight, and lots of bits that want to cut my hand. Also a roll pin that doesn't feel like it should stay in its proper place. That was a large part of the hand cutting thing it does. I plan to work out my issues and get on with being a happy owner.

[FTF]

Got bling? :uhoh:

http://www.taurustactical.com/products/product-details.cfm?id=8&category=Pistol

[carterbeauford]

FTF, that PT100 would not look bad without the gold hardware. One thing I don't like about their steel/alloys pistols is the chromed alloy frame feels like plastic. If it had a matching steel frame it would make a nice open carry pistol.

The 24/7 OSS might make a nice target pistol if they offered with a black frame. Not much sand around here. The grip looks comfy.

[jlbraun]

"...revolutionary SA/DA trigger system...something no other pistol on the market offers..."

:banghead:

[wally]

Basically a 24/7 with ambi safety means I'd probably buy the first one I see if the price is not too far above the normal 24/7. I'd never use the decocker feature. I'd prefer a more normal black frame, but the 5" slide would be a plus.

--wally.

[strambo]

They developed a pistol to play "Army service pistol trials" and now that has been cancelled, they gotta move 'em somehow. Good luck, of the pistol trial orphans, I want the Sig P220 Combat TB instead.

http://www.taurustactical.com/products/product-details.cfm?id=328&category=Revolver These are "tactical" too. ;)

[Anna's Dad]

"...revolutionary SA/DA trigger system...something no other pistol on the market offers..."

How the heck can they get away with that claim?!?!

[Whirlwind06]

Maybe because it is a striker fired DA/SA system?

[kieran]

i cant believe i'm the first person to be making the joke about taurus tactical being a load of bull. ;)

[Minator]

Make an AR?:barf: Why so they can ruin another american firearm by shoving an internal lock somewhere so eventually it will become another paperweight like the rest of their firearms.

[carterbeauford]

so eventually it will become another paperweight like the rest of their firearms.

This assertion is of little merit. I own two rather nice paperweights.

http://img.photobucket.com/albums/v244/hovisimo/1665a385.jpg

[XDKingslayer]

"...revolutionary SA/DA trigger system...something no other pistol on the market offers..."

How the heck can they get away with that claim?!?!

Maybe because the half quote originally used should have included the entire paragraph. You know, where it says that it's revolutionary SA/DA trigger system allows a second chance to fire a round with a failed primer by going from SA action mode, to DA mode. Allowing you to recock the pistol and fire it with a pull of the trigger.

Which, the last time I checked, is something no other pistol on the market offers...

Even the beloved Glock.

[Hawk]

I am somehow reminded of one of my favorite Jeff Cooper quotes:

We are amused to see the prevalence of the "California Twitch" on the range. This manoeuver, executed by the shooter after firing and before making safe, involves pointing to the right and the left of the target while wearing a fearsome scowl. It serves no purpose except to show that the shooter has been to a school which picked up his mannerism in the confusion. Once acquired, the "California Twitch" is almost impossible to eradicate, something like a tattoo.

[Whirlwind06]

Maybe because the half quote originally used should have included the entire paragraph. You know, where it says that it's revolutionary SA/DA trigger system allows a second chance to fire a round with a failed primer by going from SA action mode, to DA mode. Allowing you to recock the pistol and fire it with a pull of the trigger.

My Ruger P89 did that. Just it had a exposed hammer. If you pulled the trigger in SA mode and no bang, it reseted to DA mode so you could try it again. AFAIK all DA/SA autoloaders with exposed hammers work that way. IMO what Taurus is offering is the same feature but with a striker fired handgun.