Because it's all about that ACE, 'bout that ACE - no trouble. Okay, trying to be a little funny here. But, on the last part of this series, "The Story of the Ace," it truly is about making the ACE at volume and at exceptionally high accuracy. This is no small feat, to say the least, separating yourself from the accepted machines and machining practices and looking to the aerospace industry. If you want to make world class components, you cannot do it on the same equipment that most big and small manufacturers in the gun industry are using. Hanging a sign on the front door that reads "we build the best," but the sign above the entrance to the shop floor reads "we use equipment of bare minimum quality, just good enough to get by with” is contradictory.
I am not throwing stones, but am committed to not just talking the talk. If you truly believe what you are saying and selling, shouldn't your actions be mirroring your words? Commitment means buying equipment that is 3 to 5 times more expensive than the accepted production brand machine in our industry. You get what you pay for and if you want 3 to 5 times the accuracy and quality out the machine, it's going to cost you. You cannot make Ferrari's using equipment from the Kia plant, nor should you be selling your customers a Kia when promising Ferrari quality. If you are going to commit and make that promise of delivering the highest quality to the customer, you cannot renege on your promise of quality when it comes time to writing the checks and putting the machines on the floor that are needed to deliver on your promise.
I don't mean to sound harsh, but I get tired of the the $3000 custom cowboy hat selling their commitment of the very best quality to you, while deceitfully using throw away machines to make the product after you hand over a lot and in some cases even excessive amounts of hard earned cash. "The most accurate hunting rifle in the world" or "1000 yards out of the box" are only taglines when you are using one of the cheapest brands of machines on the market or worn our recycled machines from the 90's or even older.
We knew building the ACE was going to be hard. We knew holding the tolerances needed to build a rifle as close to perfect as humanly possible was going to be harder. We knew doing all of this at scale meant the machines where going to be expensive and of aerospace quality. We did not talk ourselves out of it or try to find ways to justify anything less. "That's the machine everyone else is using" was not a good enough sales pitch to change our minds.
The sign that hangs in our entrance reads "Home of the ACE". Our commitment to the best is on our lobby wall. And, our commitment to building the very best is clear regardless of what door you walk through, including our machine shop. We want to build the best and offer it at a price most can afford. We intend to keep both of those promises. We build to a standard, not a price and our products are premised on optimal performance and engineering excellence.
So would you spend a million dollars to develop the next generation of accuracy driven rifles? We did and are 100% committed to the cause and to stay the course. It's the writing on our wall and a promise we made to our customers. We want to wish a Merry Christmas to everyone and are looking forward to a great new year in 2024! Thanks for all the support!
Don't forget about the XLR chassis giveaway. To enter sign up for our newsletter below and subscribe to our YouTube channel. Winner will be announced January 1, 2024.
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