I'm just curious, who is the intended market for a $75 to $150 handgun?
The non-gun buff who wants a self defense appliance. They will buy a gun as a weapon, a box of fifty rounds, testfire the gun twenty rounds to make sure it will work and to give them confidence they could use it if they had to, keep it in the bedside table, and usually when they die, the estate sale will include a barely used gun and a partial box containing thirty rounds of ammo.
Back in the sixties, that would be small inexpensive pocket-size revolvers or automatics like Iver Johnson, H&R, Roehm, Titan, and so on.
AS the author of the 1975 book "The Saturday Night Special" Robert Sherrill pointed out, gun crime represented at most 1 of 400 guns in any year. NAS NRC 2004 pointed out that homicide involved 1 out of 10,000 handguns. So gun crime can reflect a random selection of the available pool of guns.
As Right & Rossi pointed out in their book on the felon survey "Armed and Considered Dangerous" felons reported getting guns from fellow criminals, fences, burglars, smugglers, etc. Because small, cheap, defensive guns (SNS) were large part of the gun market in the 1960s they began to show up in criminal hands, not because they were the "weapon of choice" but just because they were available.
MARKETING GUNS TO CRIMINALS?
As gator hunter Willie of "Swamp People" says, "If you think you can come out here and do it, good luck to ya."
James D. Wright and Peter Rossi, "Armed and Considered Dangerous", (Aldine 1986, 2nd ed 2008, ISBN-13: 978-0202362427), US NIJ Felon Survey of 1,874 convicts in 18 prisons in 10 different states. Felons convicted of felonies while armed. Felons "obtain guns in hard-to-regulate ways from hard-to-regulate sources". A link to the author's summation:
http://www.rkba.org/research/wright/armed-criminal.summary.html
Handgun-using felons expected to be able to get handguns from "unregulated channels" within a week of release from prison: friends (mostly fellow criminals), from "the street" (used guns from strangers), from fences or the blackmarket or drug dealers (who often run guns along with drugs).
Of gun using felons, 50% expected to unlawfully purchase a gun through "unregulated channels"; 25% expected to be able to borrow a gun from a fellow criminal, and about 12% expected to steal a gun. 7% cited licensed gun dealers and 6% cited pawnshops (usually through a surrogate buyer, family member or lover).
40% of the felons surveyed reported stealing firearms. Sources stolen from included: 37% from stores, 15% from police, 16% from truck shipments, 8% from manufacturers, 21% from individuals.
How a gun maker could aim his product at the armed and dangerous felon market, considering how do you target guns to thieves and smugglers?
Actually gun crime represents maybe 1 of 400 guns to use Sherrill's figure.
The question I have, with criminals such a tiny slice of the gun market,
why would a maker strive for such a tiny slice of the U.S. gun market?