Not a single new .22LR SP101 at the Gun Show

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Take heart. What all this means is that .22 caliber SP 101s are selling faster than the factory can make them --

No Vern, ...maybe a little faster than they projected sales would be.

Ruger is capable of turning out guns in astonishing numbers, when they have the orders for them. I've watched them do it in person, even before they further streamlined their manufacturing.

Sales for quality .22 revolvers are a drop in the bucket, when compared to most other handguns, and that was true in the past as well. Back when I worked in a gun store, S&W and Colt .22 revolvers would languish on the shelves for months, at heavily discounted prices. (And prices that bring a tear to my eye when I think about them today). After selling a Model 17 or a Diamondback .22 that had stayed on the shelf for too long, we would often wait some time before ordering another. I'd say we probably sold the centerfire versions of the same models at a rate of 20 to 1, or higher. I'd be surprised if that isn't true today as well. The manufacturers responded to that with limited production of the slower models. That caused the guns to sometimes be in short supply, giving the illusion of them being in great demand.

While $600+ doesn't sound unreasonable to us who are gun folk, the average gun buyer can't begin to comprehend why a .22 should sell for anything close to a centerfire handgun price, much less for more. After all, the ammo is so much cheaper! Try asking one of your non-gun aficionado friends how much he thinks a .357 revolver sells for, and how much he thinks a .22 revolver sells for. I think you'll get my point. The average shooter is much more comfortable buying something like a Ruger .22 auto, for half the price of the SP101 in .22.

As far as why your local store doesn't have any particular new model gun, you might be surprised to find out that sometimes the reason is, they didn't order any when they were announced. Gun shops, especially smaller shops, are notoriously reticent about ordering guns they aren't sure will turn fast. I have several good friends in the distribution business, and they constantly complain about shops not ordering new models of guns. The shops will tell them, "we're going to wait to see what the demand is". Hence, distributors will order light on new models, not being sure they will turn them fast enough. BTW, that's the reason gun companies, (including Ruger in the past), often promote the hell out of guns before they actually start making them. To try and buildup a demand, so the distributors and dealers would actually order them. No company wants to sit on inventory.

Obviously, everything I've said in this long winded post, is not accounting for the current gun buying frenzy. That will play into many model's availability, along with company's decisions about which models to concentrate on building. In this environment especially, quality .22 revolvers are not going to be at the top of that list.
 
My LGS has one ticketed at $570. A few weeks ago one of his other stores in town also had one, but I don't know if it is still there.
 
Funny thing is... you can run into a .22 LCR most anytime, anyplace. I see them much more frequently than the SP-101.


So I'm not sure what's going on. I know there were forcing cone issues reported on some of the earlier SP-101s, which have supposedly been addressed. That, along with the production stoppage earlier this year, would explain some of the scarcity. Not all of it, though.
 
No Vern, ...maybe a little faster than they projected sales would be.
Why would they make less than they can sell?

Why if actual demand exceeded production would they not ramp up production -- if they had additional production capacity?

Count on it -- Ruger is making them as fast as they can, and the public is buying them as fast as they make them.
 
Not necessarily. Looking at the .22lr revolver category, the competitors are the Taurus at a lower price point and the Smiths at the higher price point. At their current MSRP they stand alone. Lets say hypothetically their big profit margin pistols are the plastic pocket shooters (think lcp/lc9) which cost little to make and their popular 1911s which are in a higher price category and are selling very well. The revolver is neither plastic nor in a 1911 market so increasing the price to increase the profit margin to match the profit margin of the other two may not be easy and may very well push the price past the S&W revolvers and decrease sales.
 
The Law of Supply-and-Demand tells us there is a proportional relationship between those two factors. If the demand is so high that dealers can't keep them on the shelves, raising the price would lower demand -- but since they are selling all they make, it would increase profits.
 
So I'm not sure what's going on. I know there were forcing cone issues reported on some of the earlier SP-101s, which have supposedly been addressed. That, along with the production stoppage earlier this year, would explain some of the scarcity. Not all of it, though.

Why did they have issues? it's not like this is an all new line, does the new one differ that much from the model that was dropped?
 
Yes and if those were the only factors that'd be true. But if they were to maximize profits of all items they make, it may be the case that maximizing profits on this particular item may not be worth it. Retooling the factory, increases in buying of supplies or adding a work shift for a particular model each has different costs.

It could be a case where adding a shift or another line would increase the production too dramatically and flood the market or increase costs to the price point current seekers wouldn't be willing to pay.

If they took that same investment in increasing the production of the SR1911, they may be increasing the same number of units without risking flooding the market while making more profit per item.
 
If it helps illustrate my point ill use fake numbers. Lets focus on three popular models. LCP, SR1911, and the SP101-22.

Lets say they make the following each year with the indicated profit margin:
LCP:8000 (80)
SR1911: 3500 (150)
SP101:1000 (100)

An investment (extra shift and or production line) increases LCP production by 2000 or the other models by 1000.

The first two models could add the extra units without dramatically increasing market supply and therefore not exceeding demand. The third option runs the risk of exceeding demand and if you sold every unit would not generate similar profits (160,000, $150,000 vs $100,000). In thinking of risk and reward from
Rugers perspective, I'd consider the first two options and increase the MSRP of the SP101 in the meantime.
 
Put in my name for one when they were announced at the shop where I work. Just came in. The proper price should be around 550.
 
Thank you for the correction, Vern Humphrey. You are correct, and the two are not exactly the same thing.
 
Why would they make less than they can sell?

Why if actual demand exceeded production would they not ramp up production -- if they had additional production capacity?

Count on it -- Ruger is making them as fast as they can, and the public is buying them as fast as they make them.

Nope. Like I said. I've watched them make guns, and I know people that work there.

Ruger could make more SP101 .22's this week, than they could sell in a year.

They are running them in smaller batches, trying to hit a balance between filling potential orders, and not stacking them up in inventory, while utilizing production to make other models. Count on it.
 
Ruger, like most other makers, doesn't produce every model that they catalog, all @ the same time. They make runs of a model, or a certain barrel length or caliber. Those guns are everywhere and priced accordingly. When their gone, their gone and the few NIB guns still floating about command higher $$ from retailers that happen to have one.
 
One of the shops in my area is showing as having 7 (that's right, seven) of these in their inventory now. Or at least as of the posting of that inventory list this past weekend. So they really do seem to be coming around.

It is possible that Ruger miscalculated the demand. That being said, a lot of people will talk big about wanting something on message boards and then when it's time to pull out the cash - they stand down. Especially when it comes to .22lr guns that could be perceived as somewhat expensive.


Time will tell. I will keep tabs on how long those 7 last in the shop - I'm genuinely curious.
 
i bought this older model for 250.00 out the door, i don,t know if it was polished or came from the factory that way. it has been a good revolver,no problems at all and shoots better than i. eastbank.
 

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I'm talking about the 2000+ table show at Dallas Market Hall today and tomorrow. So a big show--the biggest in TX, to my knowledge, and probably the 2nd biggest in the midsection of the country. Plenty of vendors, lots of selection and a ton of guns.

I walked the entire show and didn't see any of the new 8 shot .22LR SP101 revolvers. The one I saw at SHOT in January remains the only one I've seen in person.

So I came home with my money...less the $10 admission fee. :(

I'm surprised. I didn't expect to see a lot of them, but I would have bet on there being at least a couple there.
I have only seen one at LGS. The price was $525. Nicely finished and good handling .22 revolver. You need to live in "Blue State" to find one and TX is one of the Reddest out there.
 
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