"My guess is that it [10mm sales] is slowly declining over time when normalized against the overall industry sales to private individuals."
Well, you'd be guessing wrong. Actually it's been slowly
increasing, in both sales of 10mm guns and 10mm ammo.
The Sept. 2001 issue of ShootingTimes reported an increase in sales of Glock 20s and S&W's
reintroduced 610 10mm revolver. The 610 was actually "reintroduced" at the 1998 SHOT Show, due to customer demand. The article, in part, cited comments from Glock reps at the May 2001 NRA Convention as indicating that "
demand from hunters for the Glock 10mm Model 20 hunting package was still strong."
The article also reported an increase in 10mm ammo sales, citing "industry sources," but these sources were clearly identified as the usual suspects like Federal, Winchester, Hornady, and PMC - but, ironically,
not from the lesser known 10mm ammo makers, like Georgia Arms, ProLoad or Texas Ammo, who no doubt would have reported heavy sales of
their 10mm ammo too.
Ask yourself this: why would a major gunrag bother to go out on a limb to report these facts about a supposedly "dead/dying" cartridge if such information wasn't true? If increased 10mm sales weren't occurring, it simply wouldn't be newsworthy.
And all of this is before you consider that Glock brought out a second 10mm pistol on the U.S. market (the G-29) long after the 10mm was allegedly declared dead and buried for the 10th time. Then Tanfaglio began importing
two Witness pistols in 10mm.
And this year Dan Wesson becomes the first domestic gunmaker to offer a 10mm since Colt or S&W in the early 90s.
Kinda strange these companies would do this when the financial risks of marketing handguns chambered for a "dead" cartridge no one wants strongly suggest otherwise?