Apparently Selling the Same Thing for More isn’t a Viable Business Strategy

I have a fairly sizable firearm collection. In addition to a plethora of other firearm models my collection includes a few AR-15s and 1911s. None of those AR-15s or 1911s are Colts though. With so many manufacturers building AR-15s and 1911s I never understood paying such a premium for a Colt. As it turns out I wasn’t the only one. Apparently charging twice as much for the same thing isn’t a viable business strategy:

Gun maker Colt Defense LLC plans to file for chapter 11 bankruptcy-court protection by Monday, according to people familiar with the matter, amid business-execution issues and a heavy debt burden.

The company has secured financing from its existing senior lenders to continue operating while in bankruptcy and expects to remain in business after the restructuring, the people said.

Colt fell into the same rut as many other well-known manufacturers. Instead of continuing to innovate Colt tried to skate by on its name. The last new firearm Colt announced, the 901, was still little more than an AR-15 that could be converted from 5.56x45mm to 7.62x51mm. Colt’s strategy wouldn’t have been so bad if it hadn’t felt that its name justified such a hefty price tag.

It’ll be interesting to see whether or not it came claw its way out of this mess.