Daniel Defense, the maker of the gun used in the Uvalde attack, established itself by allegedly undercutting a business partner and preying on American paranoia. JBrianCharles reports
Sam Love looks over guns from Daniel Defense at a National Rifle Association exhibits in 2016. Photo: John Sommers II/Reuters Marty Daniel began shooting guns, as he would recall in an interview almost 20 years later, because he was frustrated with his golf game. When he wanted a rail system for his AR15 to mount scopes, laser sights, and range finders, he couldn’t find a company that made one, so he invented his own. The rail was such a hit with gun buffs that when U.S.
Daniel Defense isn’t a legacy player in the industry like Colt, Remington, or Smith and Wesson, but they compete at the high end of the market, selling assault-style rifles at much higher prices than its competitors. The DD4 used in Uvalde goes for close to $2,000, more than three times the price of Smith and Wesson’s comparable AR15, and the prices of other Daniel Defense weapons can exceed $3,000.
Daniel Defense entered the consumer market just after a downturn for gunmakers that began in the late 1990s. “For many years, hunting has been in decline, so long-gun sales were also in decline. And when crime dropped in the Clinton years, gun sales dropped,” says John Donahue, a Stanford law professor who studies gun violence. Daniel Defense started making AR15 for the general public in 2009, but it wasn’t until three years later that their sales took off.
A year after Sandy Hook, Daniel Defense filmed a Super Bowl ad showing a Marine coming home to his wife folding clothes and their newborn baby. At the end, the Marine says, “I am responsible for their protection, and no one has the right to tell me how to defend them. So I pick the best tool for the job.” The video ends with the Daniel Defense logo above an AR15-style rifle and the words “Defending Your Nation, Defending Your Home.
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