Dive Brief:
- Kalashnikov Concern, the umbrella company that owns AK-47s—as well as other weapons— has enlisted the help of a Russian agency to rebrand its worldwide image as a 'weapon of peace.'
- The overhaul comes after sanctions on Russia by the U.S. is prohibiting the order of the rifles to the U.S. and Canada.
- Two videos are being promoted that show a considerably edited history of the assault rifle, with the second video ending with the phrase "Kalashnikov: promoting peace and calm.”
Dive Insight:
Kalashnikov Concern also has a new red-and-black logo, and the rifle brand has a curved red K for its new logo. “The rebranding is a symbol of changes in the way our business works and our product lines that have been long in the making," said Alexei Krivoruchko, chief executive at Kalashnikov Concern. "
"The new brand will reflect our main principles: reliability, responsibility and technological efficiency.”
Before sanctions, there were supposed to be between 80,000 and 200,000 sporting rifles and shotguns sent to the U.S. annually over the next five years. Not one has been delivered, so the company is looking at markets in Asia.