Press Release - New guns from Johnson Marine

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Johnson Marine Launches Sporting Firearms Division

[PM Newswire. Feb. 6 2002] At a press conference late Monday, Woodrow Johnson, the CEO of Johnson Marine, makers of Johnson outboard marine engines and other recreational equipment, unveiled plans for a new line of low cost heavyweight AR-15 style sporting and hunting rifles exceeding .50 caliber to compete with industry leaders like Colt, Bushmaster, and ArmaLite.

Peter Long, Johnson brands marketing manager said, "We have studied the market and determined that those other brands, while highly successful, have narrowly missed the mark when targeting certain gun buyers". Long
added, "We at Johnson Marine are convinced our product hits the target dead center and promises to draw sales away from the big names in military style guns in a way no other gunmaker has been able to accomplish".

The new line of hunting and sporting rifles, marketed under the name "Big Johnson Weaponry", will, according to Long, deliver what other gun makers have only promised. "Our research shows that a Big Johnson is what AR-15 gun buyers are really after". At the unveiling of the new line Monday, several current owners of ArmaLite .223 and Bushmaster .308s agreed. "When I bought my gun, what I really needed was a Big Johnson", said one
Bushmaster owner." But I see now that shooting a .308 is no replacement for having a Big Johnson."

Manager Long also said that his company would follow the lead of companies like Remmington and cash in on a huge market for brand related products, especially high end clothing items. "We realize that not every guy can have a Big Johnson", said Long, "But image is very important to people. If they don't have a Big Johnson, they at least want to project the image of having one."

Asked if he anticipated Big Johnsons showing up in the hands of Bushmaster rifle owners, Long said it was unlikely. "I just don't see the need to have a Bushmaster if you have a Big Johnson", he said. "And I can't imagine someone who spends all their resources to acquire a Colt AR-15 having a Big Johnson. I think it boils down to this - You either have a ordinary gun, or you have a Big Johnson, but you are not likely to have
both. "Given the choice", said Long. "I think most guys will opt for the Big Johnson".

Another force driving sales for the company will come from women. A survey of the wives and girlfriends of nearly 1,000 potential gun buyers indicates less than 5% would approve of their partner spending $1,000 on a
new rifle. But, when asked if they would be willing to pay the same amount of money to get their partner a Big Johnson, nearly 4 out 5 thought that would be money well spent. One female present at the product unveiling was quoted as saying, "There is no way I will let Lonnie drop a grand or more on
another one of those regular AR-15 things, but a grand to get him a Big Johnson? Well, that something we could both enjoy and it's something he really needs."
 
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