Why did Taurus quit making rifles?

[Josh45]

I know Rossie makes them and I know its the sister company and all but why did Taurus itself stop making them? On their website, It shows all discontinued on every single last model. They never gained popularity or something? What did I miss?

[Armd2DaTeeth]

Good question there.

[Qwiks draw]

That one is not to hard.

Taurus quite because the line did not take off like they hoped. Their market share was very low. The marker was already glutted with Cowboy action shooting rifles of the same kind they were selling. Things kind of peaked and dropped off for them.

A lot of the cowboy action shooters used lever action guns and not shell shuckers.

The regular buying public didn't take to them because shell shuckers are not as popular as they were 40 or more years ago. These were also in revolver caliber cartridges that are not all the rage. That could change, but it would take some major change for that to happen.


There was little demand for their rimfire rifles as well. The centerfire guns and rimfires were excellent examples of their type. The market is glutted with many other rimfire designs as well. Being competitive in a market like that is hard to do.

Rossi has made lever action rifles for many decades, has the facilities to do it, and Taurus does not. Taurus uses it's manufacturing floor area for it's products and has little or no room to make rifles. There's little or no room to expand production. With all the Taurus models brought out, changes made, quickness of those changes, all their products that are or need to be in the pipeline, Taurus figured it would be smart to let Rossi innovate and manufacture the rifles.

Rossi expanded some time ago. I'd have to find the news releases on that. They used to have them at the site, but do not know.

There is this.
Schupbachs Sporting Goods

From the 2010 catalog:
The Rossi revolution of fi rearm design and manufacture started with the founding of the company in 1889 by Amadeo Rossi. Over the past 120 years, the tradition of innovation grew along with the company and the Rossi family. The Rossi name represents a piece of fi rearm history and a tradition of excellence.
In 2008, Rossi was acquired by Forjas Taurus S.A. Rossi is the industry - leading manufacturer of single-shot, matched pairs, muzzleloaders, rifl es and shotguns. The acquisition integrates perfectly with the quality of fi rearms currently produced by Taurus International and will expand the ability to produce quality fi rearms at reasonable prices as well as a dedication to creating new and exciting Rossi products.
Today, a Rossi fi rearm still features the same dedication and innovation in every firearm. Now, as part of Taurus International, Rossi looks forward to providing you with the next generation

This should back things up a bit.

When Forjas took over Rossi Taurus started making the revolvers at the Taurus factory under the Rossi name. Rifles obviously are being made at the Rossi factory.

Why go through the many extremely high priced changes when things are already set up to produce what they want at each factory?

[Qwiks draw]

Oh,yes. The marketing by Rossi of friendly user reliable budget long guns has taken off for many years.

[Qwiks draw]

There's this as well. Rossi awards from the industry.

2008

Rossi Matched Pair Earns North American Hunting Club
Member Tested & Recommended Seal Of Approval



2007
Rossi Earns "Best Of The Best" Award
From Field & Stream

2003

The Professional Gun Retailers Association
Excellence

That just helps things.

[Josh45]

Qwik,

Thank you for the detailed answer. I was very curious and this makes a lot of sense to me and is easily understood as to why they let Rossie just take care of it.

[Qwiks draw]

Your welcome.

It would help if Rossi and Taurus had on staff historians.

I've just been around the brands long enough to know where to look for some of these things.