Posted: October 25 2010
How can we just slash prices like that? Our original pricing attempted to capture an amortized cost of the mold tooling, which was very expensive. The goal is to pay for the tooling with the first year’s production. Building up-front production costs into pricing in this way is not unusual with molded or forged products that require expensive tooling. But after consulting with some other manufactures of plastic products we decided it was far more important to price for the market, based on actual production costs.
Our production costs remain high, compared to other stocks that have fewer bells and whistles and are produced in larger quantities, but not high enough to justify $320 for a stock (the published MSRP for SKU 91470). None of the Benelli M4 users we have spoken to, including police departments, have had any problem with the published prices, but almost every Remington owner who has tried the Urbino (including police officers) just about fainted when we told them our original MSRP.
The new price list for the Urbino Tactical stock can be downloaded here. The normal dealer discounts can be calculated from the new MSRP.