When TrackingPoint first showcased its Linux-powered scopes with tracking assistance that substantially improved rifle accuracy, even in the hands of untrained hunters, it kicked off a controversy over what level of technology was appropriate for hunting or home defense, and whether the company encouraged irresponsible behavior. Now, it seems that debate is coming to an end thanks to imminent financial failure. While the company’s website remains online for now, there’s a new header that notes: “Due to financial difficulty, TrackingPoint will no longer be accepting orders. Thank you to our customers and loyal followers for sharing our vision.”
The shutdown announcement comes just months after the company debuted a new, upgraded version of its Mile Maker hardware that was supposedly accurate up to a mile. The precision-guided bolt action .338 that formed the highest tier of firearm available from TrackingPoint was available in both an LM and TP flavor — the LM is designed as both an anti-personnel/anti-materiel bullet, while the TP was supposedly a better fit for hunting.
I was personally never thrilled with some of TrackingPoint’s ad copy — this isn’t the Wild West, the vast majority of people no longer live on anything that might reasonably referred to as a “homestead,” and the precision-guided bolt-action .338 that TrackingPoint sold (nicknamed the aforementioned Mile Maker) is designed to hit targets traveling at up to 20 mph — not exactly a weapon for personal defense. That said, it’s hardly unusual for firearm marketing to trade on such tropes.
According to Ars Technica, TrackingPoint laid off more than 60 people in 2015, with Guns.com further claiming that the company laid off more than 20 this week. That would cut its total headcount by nearly 80%, with CEO Frank Bruno supposedly fired as of Monday morning.
Scuttlebutt has suggested that while TrackingPoint generated a great deal of press with its endeavors, actual rifles have been thin on the ground, at least for hunting. That would make sense — even the lower-end TrackingPoint options cost thousands of dollars, and while the rifle talked up its social media functions and tracking apps, cellular and WiFi connectivity tend to be low in areas where people actually hunt animals (you don’t see too many deer hunts taking place in Central Park). Some had theorized that TrackingPoint would pivot and market its technology to the military, which might be a better fit for it. This imminent collapse seems to suggest that such a pivot never took place or was unsuccessful.
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TrackingPoint, the Linux-powered rifle manufacturer, may be bankrupt
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