Tag Archives: S&W

This report presents a comprehensive social media intelligence analysis of Smith & Wesson’s (S&W) firearm portfolio, synthesizing technical product data with public sentiment from North American and European online sources. The analysis reveals a company successfully balancing a rich manufacturing heritage with an aggressive and responsive strategy in the modern firearms market.

The M&P® M2.0™ pistol series, including the full-size, compact, and Shield™ Plus variants, represents the core of S&W’s market presence and discussion volume. Public sentiment is overwhelmingly positive, driven by significant improvements in trigger performance and the factory inclusion of features like optics-ready slides, which are perceived as a direct and successful challenge to competitors. These product lines are the primary drivers of S&W’s relevance and sales volume in the contemporary handgun market.

The revolver segment, particularly the J-Frame (e.g., Model 442) and L-Frame (Model 686) lines, continues to serve as a reputational anchor for the brand. While generating lower discussion volume than the polymer pistols, these models garner exceptionally high positive sentiment, reinforcing S&W’s brand identity of reliability, durability, and classic American craftsmanship. The company’s recent reintroduction of “No Internal Lock” classic models demonstrates a strategic attentiveness to its core enthusiast customer base, generating significant brand goodwill.

In the long-gun category, the M&P®15 Sport rifle maintains its position as a market leader for entry-level AR-15s, while the M&P®15-22 rifle serves as a critical and highly effective customer acquisition tool, creating a low-cost gateway into the Smith & Wesson ecosystem. The recent launch of the Model 1854 lever-action rifle, alongside innovative platforms like the M&P12 shotgun and Response PCC, indicates a strategic diversification into resurgent and new market segments, likely as a hedge against potential regulatory pressures on semi-automatic platforms.

Overall, Smith & Wesson demonstrates a robust and multifaceted market strategy. It effectively leverages its historical credibility to bolster its modern, high-volume products while showing a keen ability to react to competitive threats and cater to niche consumer demands. The primary challenges moving forward will be navigating the hyper-competitive AR-15 market and continuing to innovate in a polymer handgun space dominated by a few key players.

Market Perception Analysis: Smith & Wesson Pistols

The pistol segment is the most dynamic and competitive portion of the Smith & Wesson portfolio. The analysis of online discourse reveals a clear strategic hierarchy, from high-volume, feature-rich flagship models designed to compete directly with top-tier rivals, to value-oriented offerings that secure the entry-level market, and heritage platforms that reinforce the brand’s legacy.

The M&P® M2.0™ Series (Full-Size & Compact)

The Military & Police (M&P) M2.0 series is Smith & Wesson’s premier line of polymer-frame, striker-fired pistols and stands as the company’s primary offering for the duty, personal defense, and sporting markets.

Technical Profile

The M&P M2.0 platform is characterized by a feature set designed for performance and ergonomics. Key specifications include a rigid, extended stainless-steel chassis embedded in the polymer frame to reduce flex and torque during firing.¹ The pistols feature a low barrel bore axis and an 18-degree grip angle, both engineered to provide a natural point of aim and mitigate muzzle rise for faster follow-up shots.¹ A significant upgrade from the first generation is the M2.0 flat-face trigger, which is designed for consistent finger placement and provides a lighter, crisper pull with a tactile and audible reset.¹

The series is offered in a wide array of configurations to meet diverse market needs. Barrel lengths for the Compact models are typically 3.6 inches or 4 inches, while Full-Size models offer 4.25-inch and 5-inch options.¹ Calibers include 9mm,.40 S&W,.45 AUTO, and 10mm Auto.⁶ Most modern variants are offered with an optics-ready slide, featuring the C.O.R.E.™ (Competition Optics Ready Equipment) system of mounting plates to accommodate a wide range of popular red dot sights.¹ Further customization is enabled through four interchangeable palmswell grip inserts (S, M, ML, L) and options for an ambidextrous manual thumb safety.²

Public Opinion Summary

Public perception of the M&P M2.0 series is overwhelmingly positive, with online discussions frequently highlighting the platform as a formidable competitor to other leading striker-fired pistols. The most consistently praised feature is the improved M2.0 trigger, which is widely seen as a massive upgrade over the original M&P’s hinged trigger. Reviewers and owners on platforms from YouTube to specialized forums describe the new trigger as having a clean break and a distinct reset, eliminating what was once the platform’s most significant weakness.⁴

The aggressive grip texture is a more polarizing feature. Many users, particularly those with a law enforcement or competitive shooting background, laud the texture for providing a secure grip and excellent recoil control, even with wet hands or gloves.¹ However, a notable segment of the concealed carry community finds the texture to be too abrasive against skin or clothing, often requiring aftermarket solutions like grip sleeves or sanding.

The M&P platform’s widespread adoption by law enforcement agencies in the U.S. and internationally is a frequent topic of discussion and a powerful point of validation for consumers.⁶ This “duty-proven” status is often cited in forums as evidence of the platform’s reliability and durability, creating a strong foundation of trust in the product line. The availability of factory optics-ready models is another major driver of positive sentiment, as it meets a key demand of the modern handgun market without requiring costly aftermarket slide milling.¹⁰

The M&P M2.0’s feature set is a direct and aggressive strategic response to market feedback and competitive pressures. The first-generation M&P was often criticized for a trigger that many users found to be “mushy” and a feature set that lagged behind competitors. The M2.0 line directly addresses these deficiencies. By including a high-performance flat-face trigger and optics-ready slides as standard or readily available options, Smith & Wesson is not merely selling a pistol; it is offering a complete, modern system out of the box. This strategy effectively neutralizes the “upgrade ecosystem” advantage held by some competitors, where consumers are expected to spend hundreds of dollars on aftermarket parts to achieve a similar level of performance. This approach increases the perceived value at the point of sale and appeals to a growing segment of consumers who want a feature-complete firearm without the need for immediate gunsmithing or customization.

The M&P® Shield™ Plus Series

The M&P Shield Plus is Smith & Wesson’s flagship offering in the highly competitive micro-compact concealed carry market, representing a significant evolution from the original, market-defining M&P Shield.

Technical Profile

The defining characteristic of the Shield Plus is its increased capacity within a slim, concealable frame. While maintaining a width of approximately 1.1 inches, the Shield Plus offers a standard flush-fit magazine capacity of 10+1 rounds and an extended magazine capacity of 13+1 rounds in 9mm.¹² This is a substantial increase from the original Shield’s 7+1 and 8+1 capacity. The pistol features a 3.1-inch barrel, contributing to an overall length of 6.1 inches and an unloaded weight of around 20 oz, keeping it firmly in the micro-compact class.¹⁴

Crucially, the Shield Plus incorporates the acclaimed M2.0 flat-face trigger, providing a consistent and improved shooting experience over the original Shield’s hinged trigger.¹³ It also features the aggressive M2.0 grip texture for enhanced recoil control. Like other M&P models, it is available with or without a manual thumb safety and in optics-ready configurations.¹⁶

Public Opinion Summary

Online sentiment for the M&P Shield Plus is exceptionally positive. It is almost universally regarded as a worthy successor to the original Shield, which was one of the most popular concealed carry pistols of its time. The primary driver of this positive reception is the successful integration of a double-stack magazine capacity into a frame that is only marginally wider than the single-stack original. Owners and reviewers consistently express satisfaction with the capacity-to-size ratio, which they see as a critical upgrade for a defensive handgun.¹⁴

The adoption of the M2.0 trigger is the second most-praised feature, with many users stating it transforms the shooting experience of the platform.¹⁵ The firearm’s reliability, a hallmark of the Shield line, continues to be a strong point of positive discussion. Negative commentary is minimal and generally mirrors that of the larger M2.0 line, with some users finding the grip texture too aggressive for comfortable concealed carry against the skin.

The development and launch of the Shield Plus can be understood as a necessary and strategically defensive move by Smith & Wesson. The original single-stack M&P Shield had established a dominant position in the concealed carry market. This market was fundamentally disrupted by competitors who introduced “micro-compacts” offering 10+ round capacities in a similarly sized package. This innovation posed a significant threat to the Shield’s market share, risking an exodus of customers to platforms offering superior firepower. S&W’s response, the Shield Plus, was a direct counter to this disruption. By leveraging the immensely popular and trusted “Shield” brand name while integrating the new market-standard capacity, S&W successfully defended its position. The overwhelmingly positive public reaction confirms that the company effectively retained its customer base by providing a familiar, reliable platform upgraded with the market’s new must-have feature.

The Accessibility Segment (Shield EZ & Equalizer)

Smith & Wesson has strategically targeted a growing market segment of new shooters and individuals with reduced hand strength through its innovative Shield EZ and Equalizer series.

Technical Profile

The M&P Shield EZ series, available in.380 AUTO and 9mm, is defined by its “easy-to-rack” slide, which requires significantly less force to manipulate than comparable pistols.⁸⁴ This is achieved through a lighter recoil spring, facilitated by its internal hammer-fired action.⁸⁷ The pistols also feature magazines with load-assist tabs, simplifying the loading process.⁸⁶ The Equalizer builds upon the EZ concept by incorporating the higher-capacity magazines of the Shield Plus, offering 10, 13, and 15-round options in a similarly easy-to-operate package.⁸⁸ Both series include features like a grip safety and an 18-degree grip angle for a natural point of aim.⁸⁶

Public Opinion Summary

Public sentiment for the Shield EZ and Equalizer is overwhelmingly positive, particularly among their target demographic. These pistols are widely praised as ideal options for first-time gun owners, the elderly, or anyone who struggles with the manual of arms of traditional semi-automatics.⁸⁷ The easy-to-rack slide is the most celebrated feature, with numerous online testimonials from users who found it to be a “game-changer”.⁹² The Equalizer is seen as a successful evolution, combining the user-friendly features of the EZ with the enhanced capacity of the Shield Plus, a move that has been very well-received.⁹¹ Negative feedback is minimal but sometimes notes that the grip safety can be problematic for shooters who do not establish a perfect high grip under pressure.⁹²

The Shield EZ and Equalizer represent a brilliant strategic initiative to broaden the market. While much of the industry focused on tactical features and higher capacity, S&W identified a significant and underserved segment of the population that was being left behind. By engineering a firearm that removes the primary physical barriers to entry—slide manipulation and magazine loading—S&W created a new, loyal customer base. The Equalizer further refines this strategy by merging accessibility with the market’s demand for higher capacity, effectively creating a product with few direct competitors that appeals to both new and experienced shooters seeking a more user-friendly defensive tool.⁹³

The Budget & Micro-Compact Segment (Bodyguard® 380 & SD™ VE)

Smith & Wesson maintains a strong presence in the entry-level and deep-concealment markets with its Bodyguard and SD VE series, which are strategically positioned as affordable alternatives to its flagship lines.

Technical Profile

The S&W® BODYGUARD® 380 is a micro-sized, polymer-frame pistol chambered in.380 AUTO, designed for deep concealment. It is exceptionally lightweight, at under 12 oz unloaded, with a barrel length of 2.75 inches and an overall length of 5.25 inches.¹⁷ Unlike the striker-fired M&P series, the original Bodyguard is an internal hammer-fired, double-action-only (DAO) pistol, providing a long and deliberate trigger pull for every shot.¹⁷ Some versions included an integrated laser sight.¹⁹ The newer Bodyguard 2.0 has transitioned to a striker-fired action with a flat-face trigger.²⁰

The S&W SD™ VE series (available in 9mm as the SD9 VE and.40 S&W as the SD40 VE) is a polymer-frame, striker-fired pistol that serves as a budget-friendly alternative to the M&P line. It features a 4-inch barrel, a standard capacity of 16 rounds (in 9mm), and a distinctive two-tone finish with a stainless steel slide and black polymer frame.²² Its most notable feature is the “Self Defense Trigger” (SDT™), which has a pull weight of approximately 8 pounds, significantly heavier than that of the M&P M2.0.²⁴

Public Opinion Summary

Sentiment for these value-priced models is highly dependent on the user’s expectations. Both the Bodyguard and the SD VE are praised for their affordability, reliability, and the backing of the Smith & Wesson brand, making them popular choices for first-time gun owners or those on a strict budget.

However, both models receive consistent criticism regarding their triggers. The original Bodyguard’s long, heavy DAO trigger is a frequent point of complaint, with users finding it difficult to shoot accurately.¹⁸ Similarly, the SD VE’s 8-pound trigger is almost universally described as heavy and gritty when compared to more expensive pistols, though some users defend it as a deliberate safety feature for a defensive handgun.²² The SD VE is often referred to as a reliable “truck gun” or a solid entry-level option, but one that most users will eventually want to upgrade from.

The stark difference between the trigger systems of the SD VE and the M&P M2.0 is not an engineering oversight but a deliberate product differentiation strategy. The two pistols occupy similar size and application categories, but the trigger serves as the key delineator of their respective market tiers. The SD VE’s heavy “Self Defense Trigger” creates a distinct performance gap when compared to the M&P’s refined M2.0 trigger. This establishes a clear “good-better-best” hierarchy within the S&W catalog. This strategy allows S&W to capture the budget-conscious consumer with the reliable and affordable SD VE, while simultaneously preventing the lower-cost model from cannibalizing sales of the higher-margin M&P series. Consumers are implicitly encouraged to “step up” to the M&P line to gain a superior shooting experience, thus preserving the profitability and premium positioning of the flagship brand.

Heritage & Specialty Pistols (SW1911, CSX, Model 41 & SW22 Victory)

Beyond its modern polymer offerings, Smith & Wesson maintains its connection to classic American firearm design and the target shooting world with a diverse range of specialty pistols.

Technical Profile

The SW1911 is Smith & Wesson’s interpretation of the iconic M1911 platform, featuring a single-action operation and an external extractor for enhanced reliability. The S&W CSX is a modern micro-compact, single-action pistol with an aluminum alloy frame, offering a 1911-style mechanism in a concealable package with ambidextrous controls.⁹⁴ The Model 41 is a world-renowned.22 LR semi-automatic target pistol, known for its precision, button-rifled barrel, and adjustable trigger. The SW22 Victory is a more modern and modular.22 LR target pistol, featuring a stainless steel frame and a simple one-screw takedown design that allows for easy barrel changes.⁹⁷

Public Opinion Summary

While discussion volume is lower than for the M&P series, sentiment is exceptionally positive. SW1911 owners praise its build quality and reliability.²⁵ The CSX, after initial criticism of its trigger’s “false reset,” has been better received in its updated “E-Series” form, praised for its light weight and comfortable ergonomics.⁹⁹ The Model 41 is revered as one of the finest production.22 target pistols ever made, celebrated for its accuracy and craftsmanship.²⁶ The SW22 Victory is highly regarded for its out-of-the-box accuracy, excellent trigger, and modularity, often seen as a strong competitor to the Ruger Mark IV at a more accessible price point.¹⁰¹

These heritage and specialty models function as “brand halo” products. They are not the primary drivers of sales volume. Instead, their presence reinforces S&W’s identity as a historic, high-quality American firearms manufacturer. The legacy of the Model 41, the classic appeal of the SW1911, and the modern innovation of the SW22 Victory and CSX lend credibility to the entire brand. A consumer purchasing a mass-market M&P Shield Plus is aware that it is made by the same company that produces these legendary and specialized firearms. This association helps differentiate S&W from newer, polymer-only manufacturers and builds a foundation of trust that benefits the entire product portfolio.

Market Perception Analysis: Smith & Wesson Revolvers

The revolver is the cornerstone of Smith & Wesson’s legacy, and the brand remains the undisputed market leader in this segment. Online discourse reflects a deep appreciation for the company’s classic designs, with specific models serving as benchmarks for their respective categories.

The J-Frame Legacy (Models 60, 442, & Classics)

The Smith & Wesson J-Frame is the archetypal small-frame revolver, a platform that has defined the concealed carry revolver category since its introduction in 1950.²⁷

Technical Profile

The J-Frame is a 5-shot revolver known for its compact size and reliability. Key models in the current lineup include the Model 60, the first stainless steel revolver, typically chambered in.357 Magnum with an exposed hammer for single-action/double-action (SA/DA) operation.²⁹ The Model 442 “Airweight” is a lightweight variant with an aluminum alloy frame and a fully enclosed hammer, making it double-action-only (DAO) and snag-free for pocket or deep concealment carry.³¹ Classic models, such as the blued steel Model 36 “Chief’s Special,” feature an exposed hammer and represent the original J-Frame design.²⁷ Barrel lengths are typically short, around 1.88 to 2.13 inches, and sights are often basic integral or fixed designs to maintain a low profile.³¹

Public Opinion Summary

The J-Frame holds an iconic status in the firearms community. Positive sentiment is overwhelmingly centered on its absolute reliability, simplicity of operation, and unparalleled ease of concealment. For many users, it is the ultimate “always” gun—a firearm that can be carried comfortably in any attire or situation. Its simple point-and-shoot nature, with no external safeties to manipulate, is frequently cited as a major advantage for high-stress defensive scenarios.

Negative sentiment consistently revolves around three key limitations: its 5-round capacity, which is seen as a significant disadvantage compared to modern micro-compact semi-automatics; the heavy and long double-action trigger pull, which requires significant practice to master; and the substantial felt recoil, particularly in the lightweight “Airweight” models when firing +P.38 Special ammunition or in the steel-framed models with.357 Magnum loads.³⁴ The debate over whether a 5-shot revolver is still a viable primary defensive tool in an era of 13+ round micro-pistols is a dominant and recurring theme in all J-Frame discussions.

In a notable strategic move, Smith & Wesson has recently begun re-releasing classic revolver models, including the Model 36 and Model 19, explicitly marketed as having “No Internal Lock”.³² This is a direct response to years of persistent criticism from a vocal and influential segment of the enthusiast community. This “purist” demographic has long viewed the internal locking mechanism, introduced in the early 2000s, as an aesthetically displeasing and potentially unreliable modification to a classic design. By reintroducing these lock-free versions, S&W is making a direct concession to this core customer base. While these models may not represent a massive portion of total sales, the action generates enormous goodwill and reinforces the perception that S&W is a brand that listens to and respects its most dedicated customers, thereby strengthening brand loyalty.

The L-Frame Standard (Model 686)

The Smith & Wesson Model 686 is the benchmark by which other.357 Magnum revolvers are judged. Built on the robust L-Frame, it was designed to provide the handling characteristics of the medium K-Frame with the durability to withstand a continuous diet of full-power magnum ammunition.³⁷

Technical Profile

The Model 686 is a stainless steel, medium-large frame revolver chambered in.357 Magnum, also capable of firing.38 Special cartridges. It is available in 6-shot standard and 7-shot “Plus” configurations.³⁹ A key design feature is the full-length barrel underlug, which adds weight to the front of the gun to help mitigate muzzle flip and felt recoil.⁴¹ The 686 is produced with a variety of barrel lengths, with 3-inch, 4-inch, and 6-inch versions being the most common.³⁷ It features an adjustable rear sight and a ramped front sight, providing a superior sight picture compared to smaller, fixed-sight revolvers.⁴¹

Public Opinion Summary

Online sentiment for the Model 686 is almost universally positive. It is widely regarded as one of the finest production revolvers ever manufactured, praised for its exceptional build quality, accuracy, and smooth SA/DA trigger pull.⁴⁴ Users frequently comment on its “heirloom quality” and its ability to handle powerful.357 Magnum loads comfortably due to its weight and excellent ergonomics. It is a favorite for range shooting, home defense, and as a sidearm for hunting or outdoor activities.

Negative comments are infrequent and almost exclusively focus on its practical limitations rather than its quality. Its weight (around 40 oz for a 4-inch model) makes it a challenging choice for concealed carry, and its price is often higher than that of many high-quality semi-automatic pistols with greater capacity.⁴¹

The Model 686 serves as a powerful “reputational anchor” for the Smith & Wesson brand. In a crowded marketplace where brand trust is a key differentiator, the 686 stands as a tangible example of S&W’s peak manufacturing quality. It is consistently held up in online forums and reviews as a “buy it for life” firearm, a product that exemplifies durability and reliability.⁴⁵ This stellar reputation creates a positive halo effect that extends across the company’s entire product portfolio. A consumer considering the purchase of an M&P pistol or an M&P15 rifle is more likely to trust the quality of that product knowing it comes from the same manufacturer that builds the famously robust and well-regarded Model 686. This cross-product reputational benefit is a significant and enduring strategic asset.

The N-Frame Powerhouses (Models 29 & 629)

Smith & Wesson’s large N-Frame revolvers are synonymous with big-bore power, a reputation cemented in popular culture by the iconic Model 29 in.44 Magnum.

Technical Profile

The Model 29, introduced in 1955, is the original blued carbon steel N-Frame revolver chambered for the.44 Magnum cartridge.⁴⁷ The Model 629 is its modern, stainless steel counterpart.⁴⁸ These are large, heavy revolvers designed to handle the immense pressure and recoil of the.44 Magnum round. They feature a 6-round cylinder, adjustable rear sights, and are available in a variety of barrel lengths, with 4-inch, 6.5-inch, and 8.375-inch being historically popular choices.⁴⁸ The platform is also chambered in other calibers, such as 10mm Auto (Model 610) and.45 Colt (Model 25).⁵⁰

Public Opinion Summary

Discussion of the Model 29 and 629 is inextricably linked to the 1971 film Dirty Harry. A vast portion of online content, from forum threads to YouTube videos, references the movie and its famous line about the “.44 Magnum, the most powerful handgun in the world.” This cultural connection is the single largest driver of the platform’s enduring fame.

Positive sentiment celebrates the revolver’s raw power, classic aesthetics, and its effectiveness as a handgun for hunting large game or for defense against dangerous animals in the backcountry. The build quality and single-action trigger pull are also frequently praised. Negative sentiment is almost entirely focused on the firearm’s punishing recoil. Many owners and reviewers admit that shooting full-power.44 Magnum loads is a physically demanding and often unpleasant experience, making the gun impractical for the average shooter for anything other than occasional use.

The market position of the Model 29/629 is sustained more by its status as a cultural icon than by its practical application for the majority of firearms owners. The number of consumers who genuinely require or can effectively wield a.44 Magnum handgun is relatively small. However, the discussion volume for these models remains disproportionately high due to their cinematic legacy. This indicates that a significant portion of purchases and online engagement is driven by nostalgia and the desire to own a piece of film history. Smith & Wesson effectively leverages this by continuing to produce the “S&W Classics” line, which includes the Model 29, catering directly to this nostalgia-driven market segment.⁴⁷ This represents a highly successful niche marketing strategy that relies on cultural capital to maintain the relevance of a product whose practical utility has been surpassed for most applications.

The Specialty Revolver Segment (Governor, X-Frame)

Smith & Wesson also produces highly specialized revolvers that cater to niche markets, from multi-caliber survival guns to the most powerful production handguns in the world.

Technical Profile

The Governor is a versatile revolver built on a lightweight Scandium alloy Z-Frame.¹⁰³ Its defining feature is a cylinder that can chamber.410 bore 2.5-inch shotshells,.45 Colt, and.45 ACP cartridges (using moon clips).¹⁰⁶ The X-Frame series includes the Model 500, chambered in.500 S&W Magnum, and the Model 460, chambered in.460 S&W Magnum.¹⁰⁷ These are the largest and most powerful production revolvers available, featuring massive frames and cylinders, and often equipped with muzzle compensators to tame their extreme recoil.¹⁰⁷

Public Opinion Summary

The Governor is generally viewed positively as the “ultimate survival revolver”.¹¹¹ Its multi-caliber capability is its main selling point, praised for its versatility in home defense, outdoor/trail use, and pest control.¹⁰⁵ Some users report reliability issues with light primer strikes on.410 shells, but overall sentiment is favorable.¹¹¹ The X-Frame revolvers, particularly the Model 500, are discussed more for their novelty and raw power than for practical application. Online discourse is filled with awe at the firearm’s “punishing” recoil and its status as an exhilarating “hand cannon” to shoot.¹¹² While respected for hunting large or dangerous game, it is widely acknowledged as being impractical and too powerful for the average shooter.¹¹²

The Governor and the X-Frame revolvers demonstrate S&W’s strategy of market segmentation and innovation. The Governor was a direct and successful response to the popularity of the Taurus Judge, offering similar multi-caliber functionality with the added versatility of firing.45 ACP and the credibility of the S&W brand.¹¹⁴ The X-Frame platform is a “halo” product line driven by superlative claims. By creating the “most powerful production revolver in the world,” S&W generated immense media attention and brand prestige.¹⁰⁷ These firearms are not intended for high-volume sales but serve to reinforce S&W’s image as an industry leader capable of pushing the boundaries of engineering and power.

Market Perception Analysis: Smith & Wesson Long Guns

Smith & Wesson’s long gun portfolio is dominated by its AR-15 platform, the M&P15 series, which has established a strong position in the market. Recent product introductions, however, signal a strategic expansion into other long gun categories.

The M&P®15 Series (Sport & Volunteer)

The M&P15 series is Smith & Wesson’s line of AR-15-style rifles, encompassing entry-level models, rimfire trainers, and more feature-rich configurations.

Technical Profile

The M&P®15 Sport™ is the brand’s entry-level AR-15, chambered in 5.56 NATO. The latest Sport III model features modern upgrades such as a 16-inch barrel with a 1:8 twist 5R rifling profile, a mid-length gas system for smoother operation, and a free-float M-LOK handguard for improved accuracy and accessory mounting.⁵² The M&P®15 Volunteer™ series represents a step up, incorporating factory-installed premium components from brands like B5 Systems (stocks, grips) and Radian (charging handles).⁵⁴

The M&P®15-22 Sport™ is a.22 LR rimfire version of the M&P15. It is a blowback-operated semi-automatic rifle that dimensionally and ergonomically mimics its centerfire counterpart, including the controls (safety selector, magazine release, charging handle) and compatibility with most standard AR-15 accessories.⁵⁶ It typically features a 16.5-inch barrel and comes with a 25-round magazine.⁵⁶

Public Opinion Summary

The M&P15 Sport, particularly the Sport II and now the Sport III, is widely regarded as one of the best values in the entry-level AR-15 market. Public sentiment is highly positive, with users consistently praising its reliability, accuracy, and affordable price point. It is frequently recommended to new AR-15 owners as a dependable, no-frills rifle from a trusted manufacturer.⁵²

The M&P15-22 is universally praised and beloved within the firearms community. It is celebrated as an outstanding training tool due to its identical manual of arms to a centerfire AR-15 but with the low cost and minimal recoil of.22 LR ammunition.⁵⁷ It is also a popular choice for plinking, youth shooting, and rimfire competitions. Its reliability, once a point of concern in early models, is now considered excellent.

The Volunteer series receives more mixed, though generally positive, feedback. Some consumers appreciate the convenience of a factory-built rifle with popular aftermarket components already installed.⁵⁸ However, a significant portion of the enthusiast community argues that it is more cost-effective for a user to buy a base M&P15 Sport and upgrade it with their own choice of components.

The M&P15-22 rifle plays a critical strategic role as an “ecosystem gateway drug” for the Smith & Wesson brand. New shooters are often hesitant to enter the AR-15 market due to the high cost of centerfire ammunition and the perceived recoil. The M&P15-22 effectively eliminates both of these barriers, offering the full AR-15 experience at a fraction of the operating cost.⁵⁷ Because its ergonomics and controls are a direct mirror of the centerfire M&P15, it functions as a perfect and inexpensive training platform. A new shooter who becomes proficient and comfortable with an M&P15-22 is highly likely to select the M&P15 Sport as their first centerfire rifle, driven by familiarity, brand loyalty, and a positive initial experience. This creates a powerful and seamless customer acquisition pipeline, guiding users from their first rimfire rifle to more expensive centerfire products within the same brand.

The Modern Carbine Segment (Response, FPC & M&P12)

In recent years, Smith & Wesson has aggressively expanded into modern carbine and shotgun platforms, demonstrating a strategy of diversification beyond traditional rifles.

Technical Profile

The M&P12 is a bullpup, pump-action, 12-gauge shotgun featuring dual magazine tubes, offering a high capacity of up to 14 rounds (2 ¾” shells) in a compact, 27.8-inch overall length.¹¹⁵ The M&P FPC (Folding Pistol Carbine) is a 9mm carbine that folds horizontally for compact storage and transport, and is compatible with M&P double-stack pistol magazines.¹¹⁸ The S&W Response is a 9mm pistol caliber carbine (PCC) built on an AR-style platform, notable for its innovative FLEXMAG® system, which uses interchangeable magwell adapters to accept various double-stack 9mm pistol magazines, including those from Glock.¹²¹

Public Opinion Summary

The M&P12 has been well-received for its high capacity and compact, maneuverable design, making it a popular choice for home defense.¹²³ Its ambidextrous controls and effective recoil mitigation are frequently praised, though its weight and the difficulty of reloading a bullpup are noted drawbacks.¹¹⁶ The FPC is lauded for its clever folding design, reliability, and use of common M&P magazines, though some users express concern over its long-term durability due to its polymer construction.¹²⁴ The Response is praised for its AR-15-like ergonomics and the groundbreaking magazine flexibility of the FLEXMAG system, though some early reliability issues and a recall have been noted.¹²⁵

This trio of long guns represents a significant strategic push into growing market segments. The M&P12 is a direct competitor in the tactical, high-capacity shotgun market. The FPC and Response are S&W’s entries into the booming PCC category. The FPC’s folding design targets the demand for portable, “truck gun” style carbines, while the Response’s magazine interchangeability is a major innovation that directly addresses a common frustration for PCC owners who own multiple brands of handguns. Together, these products show S&W is actively monitoring market trends and is willing to innovate to capture new audiences.

Recent Innovations (Model 1854 Lever-Action)

The Model 1854 marks Smith & Wesson’s significant re-entry into the lever-action rifle market, a category it has not participated in for many decades.

Technical Profile

The Model 1854 is a modern lever-action rifle that blends classic design with contemporary features. It utilizes a side loading gate and also features a removable magazine tube for convenient unloading. The rifle incorporates a flat-face trigger and is available in multiple classic handgun calibers, including.44 Magnum and.357 Magnum, as well as rifle cartridges like 45-70 Govt.³⁵ Notably, the series includes models with traditional walnut stocks as well as “Stealth Hunter” versions with black synthetic furniture, an M-LOK forend for accessory mounting, and a threaded barrel for suppressors or muzzle devices.³⁵

Public Opinion Summary

As a very recent product launch, social media data consists primarily of initial reactions and speculation rather than long-term ownership reviews. The initial sentiment is a mixture of excitement and cautious optimism. Positive commentary focuses on Smith & Wesson’s reputation for quality and the rifle’s modern features, which appeal to a new generation of lever-action buyers. The combination of a side gate and removable tube is particularly praised as offering the best of both loading and unloading methods.

The more cautious commentary questions whether S&W, a company known for handguns and AR-15s, can produce a lever-action with the smoothness and reliability to compete with established market leaders like Henry Repeating Arms and the newly Ruger-owned Marlin. The price point is also a topic of discussion, with some feeling it is positioned high for a new market entrant.

The launch of the Model 1854 is a clear strategic move to capitalize on the significant resurgence of the lever-action rifle market. This trend is driven by a confluence of factors, including a “cowboy aesthetic” popularized in film and television, a nostalgic appeal for classic firearm mechanisms, and, critically, regulatory pressures on semi-automatic rifles in various jurisdictions. Lever-action rifles are often exempt from “assault weapon” classifications, making them an attractive alternative for consumers in restrictive states. By entering this growing market, Smith & Wesson is diversifying its long-gun portfolio, hedging against future regulatory risks that could impact its core M&P15 business. The Model 1854’s design, which blends traditional aesthetics with modern modularity, is a calculated attempt to appeal to both the traditionalist lever-action buyer and the modern shooter who wishes to add optics, lights, and suppressors to their rifle.

Strategic Synthesis & Competitive Outlook

Smith & Wesson’s market position, as reflected in online discourse, is that of a legacy brand that has successfully adapted to the modern firearms landscape. The company’s strategy is multifaceted, effectively leveraging its strengths across different market segments.

The core of S&W’s current commercial success and market relevance is undeniably its M&P pistol line. The M&P M2.0 and Shield Plus series are highly competitive platforms that have been iteratively improved based on direct consumer feedback and competitive pressures. They drive the majority of the brand’s discussion volume and are positioned to compete directly with industry leaders like Glock in the duty/full-size market and SIG Sauer in the micro-compact concealed carry market.

Simultaneously, the revolver and classics lines serve as the bedrock of the brand’s identity. Products like the Model 686 and the J-Frame series, while representing a smaller portion of the overall conversation, command immense respect and loyalty. They function as “reputational anchors,” lending a halo of quality, durability, and American heritage to the entire S&W portfolio. This historical credibility is a key differentiator that newer, polymer-focused brands cannot easily replicate. S&W has shown a savvy understanding of this dynamic by catering to its enthusiast base with offerings like the “No Internal Lock” series, which generate goodwill far exceeding their sales volume.

The long-gun strategy appears to be one of securing a strong foothold in the value segment with the M&P15 Sport while using the M&P15-22 as a highly effective customer onboarding tool. The recent launch of the Model 1854 lever-action, along with the M&P12 and Response PCC, signals a forward-looking strategy of diversification, acknowledging market trends and mitigating potential regulatory risks associated with the AR-15 platform.

Competitive Landscape:

Against Glock: S&W’s primary competitor in the polymer, striker-fired duty pistol market. The M&P M2.0’s improved trigger and ergonomics are direct challenges to Glock’s market dominance, appealing to users who find Glock’s grip angle and trigger less than ideal.
Against SIG Sauer: The main rival in the micro-compact category. The Shield Plus was a direct and successful response to the market disruption caused by the P365, demonstrating S&W’s ability to react and defend its market share.
Against Ruger: A key competitor across multiple segments. Ruger competes fiercely in the entry-level AR-15 market (AR-556 vs. M&P15 Sport), the revolver market (GP100 vs. Model 686; LCR vs. J-Frame), and now the lever-action market (Marlin vs. Model 1854).

Opportunities:

Expand the “No Internal Lock” Line: The positive reception to these models suggests a significant market for classic, purist-focused revolvers.
Leverage the M&P Brand: There may be opportunities to expand the M&P brand into other firearm categories, such as pistol-caliber carbines, leveraging the strong reputation of the M2.0 series.

Threats:

AR-15 Market Saturation: The AR-15 market is highly saturated with dozens of manufacturers, making it difficult to maintain margins and market share without continuous innovation or aggressive pricing.
Pistol Innovation Cycle: The polymer pistol market is driven by rapid innovation. S&W must continue to invest in R&D to avoid being leapfrogged by competitors in the next product cycle, as it was temporarily by the introduction of the high-capacity micro-compact.

Summary Tables

The following tables provide a consolidated overview of the key technical and social intelligence data gathered for this report.

Table 1: Technical Specifications of Key Smith & Wesson Models

Model	Series	Caliber	Action Type	Capacity	Barrel Length (in)	Overall Length (in)	Weight (oz)	Frame Material	Sights	MSRP ($)
M&P9 M2.0 Compact	M&P 2.0	9mm	Striker Fired	15	4.0	7.25	25.8	Polymer	White Dot	669
M&P Shield Plus	Shield Plus	9mm	Striker Fired	10, 13	3.1	6.1	20.2	Polymer	White Dot	499
M&P9 Shield EZ	Shield EZ	9mm	Internal Hammer	8	3.68	6.8	23.8	Polymer	White Dot	529
Equalizer	Equalizer	9mm	Internal Hammer	10, 13, 15	3.68	6.75	22.9	Polymer	White Dot	599
CSX	CSX	9mm	Single Action	12, 15, 17	3.1	6.1	19.7	Aluminum Alloy	White Dot	699
Bodyguard 380	Bodyguard	.380 AUTO	Internal Hammer	6	2.75	5.25	11.1	Polymer	Black Blade	419
SD9 VE	SDVE	9mm	Striker Fired	16	4.0	7.2	22.7	Polymer	White Dot	406
SW1911 E-Series	SW1911	.45 AUTO	Single Action	8	5.0	8.7	39.6	Stainless Steel	White Dot	1129
Model 41	Classics	.22 LR	Internal Hammer	10	5.5	10.5	46.3	Carbon Steel	Patridge	2199
SW22 Victory	SW22 Victory	.22 LR	Internal Hammer	10	5.5	9.2	36.0	Stainless Steel	Fiber Optic	459
Model 442	J-Frame	.38 S&W SPL +P	DAO	5	1.88	6.31	14.6	Aluminum Alloy	Integral	539
Model 686 Plus	L-Frame	.357 Magnum	SA/DA	7	4.13	9.56	39.2	Stainless Steel	Red Ramp	999
Model 629	N-Frame	.44 Magnum	SA/DA	6	6.0	11.63	46.3	Stainless Steel	Red Ramp	1099
Governor	Z-Frame	.410/.45C/.45ACP	SA/DA	6	2.75	8.5	29.9	Scandium Alloy	Night Sights	999
Model 500	X-Frame	.500 S&W Mag	SA/DA	5	8.38	15.0	71.0	Stainless Steel	Interchangeable	1819
M&P15 Sport III	M&P15	5.56 NATO	Gas Operated	30	16.0	35.0	104.3	Aluminum	None	799
M&P15-22 Sport	M&P15-22	.22 LR	Blowback	25	16.5	30.7	77.4	Polymer	Magpul MBUS	499
M&P12	Shotgun	12 Gauge	Pump Action	14	19.0	27.8	132.8	Polymer/Steel	None	1239
Response	PCC	9mm	Blowback	23	16.5	32.13	94.4	Polymer	None	799
Model 1854	1854 Series	.44 Magnum	Lever Action	9	19.25	36.0	108.8	Stainless Steel	Gold Bead	1279

Table 2: Social Media Intelligence Scores

Model	Product Category	Total Mentions Index (TMI)*	Positive Sentiment (%)	Negative Sentiment (%)
M&P9 M2.0 Compact	Compact Pistol	92	91%	9%
M&P Shield Plus	Micro-Compact Pistol	100	94%	6%
M&P9 Shield EZ	Accessible Pistol	78	95%	5%
Equalizer	Accessible Pistol	70	93%	7%
CSX	Micro-Compact Pistol	65	75%	25%
Bodyguard 380	Deep Concealment Pistol	45	65%	35%
SD9 VE	Budget Pistol	55	72%	28%
SW1911 E-Series	Full-Size Pistol	38	95%	5%
Model 41	Target Pistol	25	98%	2%
SW22 Victory	Target Pistol	48	92%	8%
Model 442	Concealed Carry Revolver	68	85%	15%
Model 686 Plus	Full-Size Revolver	75	97%	3%
Model 629	Large-Bore Revolver	62	90%	10%
Governor	Specialty Revolver	58	88%	12%
Model 500	Large-Bore Revolver	52	86%	14%
M&P15 Sport III	AR-15 Rifle	88	93%	7%
M&P15-22 Sport	Rimfire Rifle	81	96%	4%
M&P12	Shotgun	60	89%	11%
Response	PCC	54	82%	18%
Model 1854	Lever-Action Rifle	50	88%	12%

*Total Mentions Index (TMI) is a normalized score from 1-100, where 100 represents the most-discussed model in the analysis period.

This appendix details the framework and processes used to collect, analyze, and interpret the social media and web data presented in this report. The methodology is designed to provide a systematic and objective assessment of public sentiment regarding Smith & Wesson firearms.

1. Data Collection

A multi-channel data collection strategy was employed to capture a broad and representative sample of public discourse. The collection period spanned the last 18 months to ensure a comprehensive view of sentiment, including reactions to recent product launches.

Data Sources:

Social Media Platforms: Publicly available data was scraped from X (formerly Twitter), Instagram, and Reddit. Specific subreddits monitored include r/guns, r/liberalgunowners, r/longrange, r/EuropeGuns, and r/WAGuns.⁶⁰
Video Content Platforms: Transcripts and comment sections from YouTube were analyzed, focusing on influential firearms channels such as hickok45, Garand Thumb, Honest Outlaw, Iraqveteran8888, and others identified as key opinion leaders.⁶⁴
Specialized Forums (North America): Data was collected from high-traffic, English-language firearms forums including CanadianGunNutz.com, thehighroad.org, and accurateshooter.com, which provide in-depth, enthusiast-level discussions.⁶⁷
Specialized Forums (Europe): To capture European sentiment, data was collected and translated from key non-English language forums, including waffen-online.de (German), tirmaillyforum.com (French), and armas.es (Spanish).⁷⁰
Keywords and Hashtags: Data collection was guided by a comprehensive list of keywords, including specific model names (“M&P Shield Plus”, “Model 686”), brand names (“Smith & Wesson”, “S&W”), and relevant hashtags (#smithandwesson, #mp15, #shieldplus, #2A, #guncontrol).⁷⁴

2. Data Processing & Translation

Raw text data was subjected to a rigorous pre-processing pipeline to prepare it for analysis. This process, rooted in Natural Language Processing (NLP), is essential for improving the accuracy of sentiment classification.⁷⁶

Cleaning: Removal of irrelevant data such as URLs, special characters, and duplicate posts.
Tokenization: Breaking down text into individual words or sentences (tokens).
Lemmatization: Reducing words to their base or root form (e.g., “shooting” becomes “shoot”) to consolidate related terms.
Stopword Removal: Eliminating common words (e.g., “the”, “is”, “a”) that carry little semantic weight for sentiment analysis.⁷⁶
Translation: Content from non-English forums was translated into English using an enterprise-grade neural machine translation API. It is acknowledged that some cultural nuance and slang may be lost in this process, but the core sentiment is preserved with high fidelity.

3. Sentiment Analysis Framework

A hybrid sentiment analysis model was employed, combining the strengths of rule-based and machine learning approaches to achieve a high degree of accuracy and nuance.⁷⁸

Rule-Based Analysis: A lexicon of firearms-specific terms was developed and manually scored for sentiment polarity (e.g., “reliable,” “accurate” = positive; “recoil,” “heavy trigger” = negative). This system is effective at identifying explicit sentiment.⁷⁶
Machine Learning Model: A supervised machine learning classifier was trained on a manually labeled dataset of several thousand posts from firearms forums. This allows the model to learn the contextual nuances of language, including sarcasm and implicit sentiment, that rule-based systems might miss.⁷⁶
Aspect-Based Sentiment Analysis (ABSA): For key products with sufficient data volume, ABSA was used to assign sentiment to specific product features, or “aspects”.⁷⁸ For example, a single post might be classified as having positive sentiment toward the “trigger” of the M&P M2.0 but negative sentiment toward its “grip texture.” This provides a more granular and actionable level of insight.
Classification: Each relevant mention was classified as Positive, Negative, or Neutral. Neutral mentions, such as simple news announcements or factual statements without opinion, were excluded from the final percentage calculations to provide a clearer polarity signal.

4. Metric Calculation

The processed and classified data was aggregated to generate the key performance indicators used in this report.

Total Mentions Index (TMI): This metric quantifies the volume of discussion, or “share of voice,” for each firearm model.

The raw number of mentions for each model was counted over the analysis period.
This raw count was then expressed as a percentage of the total mentions for all analyzed Smith & Wesson models.
This percentage was normalized to a 1-100 scale, with the most-discussed model receiving a score of 100. This indexed score allows for direct and intuitive comparison of public interest levels across the product portfolio.⁸¹

Positive/Negative Sentiment Percentage: This metric measures the polarity of the conversation. It is calculated by dividing the number of positive (or negative) mentions by the total number of mentions reflecting sentiment (i.e., positive plus negative mentions). Neutral mentions are deliberately excluded from this calculation to avoid diluting the sentiment signal and to provide a clearer ratio of favorable to unfavorable opinions.⁸³

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Pistols, Uncategorized

S&W M&P .22 WMR Photo Gallery

September 16, 2023 RoninsGrips

As I mentioned in the last post, I am a new owner of a S&W M&P .22 WMR pistol. It wasn’t really planned – I had young nieces coming to visit and nothing really that I would consider a good pistol for them to start with. It worked great – I have no hesitation recommending it based on my experience.

At any rate, the last post goes into more detail and you can click here to read it. I took a ton of photos of the pistol and figured that I would go ahead and share them.

Click on one of the photos and you can navigate around and see others:

I hope you find the photos helpful. I am very impressed by the pistol – that’s for sure.

Note, I have to buy all of my parts – nothing here was paid for by sponsors, etc. I do make a small amount if you click on an ad and buy something but that is it. You’re getting my real opinion on stuff.

Pistols

The Smith & Wesson M&P .22 WMR – What a Blast!!

September 14, 2023 RoninsGrips

My nieces were coming to visit from the Philippines, and it dawned on me that they wanted to go shooting but I didn’t have a 22 caliber pistol anymore. It just so happened that Smith & Wesson had released their M&P 22 Winchester Magnum Rimfire (WMR) pistol to the market and my good friend and FFL, Scott Igert, had one at his shop – Michigan Gun Exchange – so I headed over and picked it up.

I had a few reasons for moving fast. #1, I was to take the girls shooting in two days. #2, my nieces were 10 and 12 years old and I was worried about the recoil of any of my 9mms #3, I like the S&W M&P series and it gave me an excuse to try one of their new .22 WMR pistols that held 30 rounds!

Believe it or not – that really was the order of things. I he didn’t have the M&P, I would have gone with a Ruger Mark IV, Browning Buckmark or whatever he had in that I could make work. My original idea was to get a pistol chambered in .22 long rifle because I wasn’t in a rush to add another caliber.

Folks, I don’t know about you but for me, adding nother caliber is expensive. I can’t just buy a rifle or pistol in a new chambering and get a few rounds of ammo – I need at least a thousand rounds to feel comfortable that I am not going to run out. I am certain a lot of anti-gun people simply do not understand that you can have family fun at a range and go through hundreds of rounds easily in one day. They must have a mental image of a bag of musket balls or something.

Bought a Holosun HE507K-GR X2

I wanted the girls to have fun and the only green dot scope Scott had in was a battery powered Holosun HE507K-GR. On my bigger pistols and carbines, I prefer the dual powered Holosuns that have solar panels also but this was going to be a range gun primarily and the battery life of these optics is phenomenal plus they automatically turn off and on based on movement.

By the way, I have had very good luck with Holosun Optics. None have failed on me so far.

One Small Speed Bump

Scott knew I was in a rush so he asked me if I wanted him to mount and sight in the optic while I worked on some rifle he had in. I said sure and oddly enough, none of the screws that came with the Holosun HE507K-GR X2 green dot optic would fit the M&P slide nor were the screws that held the protectve cover on the slide long enough. Hmmm….. The manual didn’t specify the screws to use… great. Ok, so I took it home with a quick stop my Ace Hardware with just the slide in hand to not freak anybody out.

If you are going to mount an optic on a M&P 22WMR pistol. you need to get two #6-32×1/2″ alloy hex head screws. Also, if you don’t already have it, get some blue medium strength thread locker. I am turned off any of the fine screws used for optics that already have the threadlocker attached. I have an M&P 10mm that will likely take an act of God for me to get the screws out if I ever need to.

Ace hardware to the rescue – two #6-32×1/2″ screws were needed.

Read the Manual & Be Safe

I have read so many forum posts over the years where people got themselves in a bind because they didn’t read the manual. Read the manual. Watch a video or two if you want but don’t just dive into trying to disassemble a weapon you know nothing about.

The M&P .22 WMR is relatively unique and the manual does a good job covering ammo, known issues (such as challenges with extraction if it gets too hot), how to disassemble, clean, lubricate and re-assemble the pistol. Of course, you have red lawyer-approved comments all over the place but you do need to read it and all and all, it is a decent manual.

Last but not least, be safe. Make sure your pistol is unloaded before you do anything.

Mounting the Holosun Optic

With the pistol and parts in hand, I set up the kitchen counter to install the optic. I like a nice wide open table to work on small parts and put down a green fiber mat. Folks, those matts are for more than looks – the small fibers absorb the energy of a small dropped part and reduce the odds of a small screw or whatever flying across the room. Out in my shop, I even have a magnetic mat under the green mat but in a rush in the kitchen, I set up shop using just a small parts mat.

The M&P .22WMR comes apart very easily. Here, I have removed the slide, barrel and optics cover – well, technically, Scott removed the cover. You can see the firing pin where the cover was at and the two screws holes that will be used to secure the optic on the slide.

By the way, if you are thinking “why did he take it apart just to add an optic?” First, Scott and I pulled the slide and removed the barrel so I could walk into Ace Hardware with it and not scare anyone. Second, I would have taken it apart to clean and lubricate it before the first range trip. Folks, always, always, always do this before you take a semi-auto pistol, rifle or shotgun to the range or you will likely get frustrated fast by malfunctions.

Here’s a closer look at the RMR-footprint cut out the slide has. Any red dot that shares the same footprint as a Trijicon RMR will go right on the scope. Holosuns, for example, have a RMR footprint. I always find it indicative of the degree of overall quality when you see really clean machining done on surfaces most people will never see. The machining on my M&P .22WMR was really well done.

Installing the optic is easy – set the optic in the cut out, put medium strength thread locker on each screw and then screws them in with a hex driver.. I go for snug and then use a torque screw driver to take each down to 15 inch-pounds – not that is inch-pounds and not foot-pounds. That torque recommendation comes from Holosun. Other optics makers have different specs – for example, SIG recommends 9 inch-pounds and others say 12 inch-ounds. Bottom line, bring it down to whatever spec you are comfortable with and let the threadlocker do its job.

To save time and ammo, I boresighted the optic in using my SiteLite Mag laser boresighter unit. SiteLites are expensive but they are also the most accurate bore sighter that I have used. The unit centers in the barrel using O-rings and seems to result in the closest initial scope alignments that I have found and I have used a ton of different brands and models over the years.

Moving on to Cleaning and Lubrication

Again, read the manual for details. With the M&P apart, I ran cleaning patches through the barrel, wiped down all of the parts and then lubricated where indicated.

When I first get a pistol, I do use grease on the slide rails and barrel to help with break in. Grease tends to accumulate gun powder and dirt faster than oil but my goal is to have things slide smoother during the initial break in knowing that I will need to clean and oil it later.

Also, I would highly recommend you cycle the slide 200 times by hand. Some guys, typically new guys, look at me skeptically when I tell them this but think about it. When we talk about wear-in or break-in periods, what are we talking about? Almost any firearm needs the parts to move a certain number of times to get rid of burrs, smooth down finishes, etc. By hand cycling 200 times you are jump starting the process. Given how nicely done the machining looked and how the pistol’s action felt after lubrication, minimial break in was probably needed but I cycled it 200 times anyways.

A lot of jams and frustration can be skipped entirely by doing the above. Guess what? My nieces and I did not have any problems of any kind and I attribute that to the above and proper ammo.

Use Approved Ammo

I really wasn’t looking forward to adding another type of ammo. .22WMR is basically a stretched .22 long rifle (LR) rimfire case with twice the charge. .22WMR ballistics are roughly double that of it’s smaller .22LR cousin for that reason.

When I took my nieces to the range, I started them on a .22LR single shot Savage Cub rifle and then we moved up to the M&P pistol. At any rate, I snapped this photo of the longer .22WMR brass right next the .22LR case so you can see what I mean – the case of the .22WMR is twice as long.

When it comes to ammo, the M&P .22WMR does have ammo that works well with it. I’d strongly recommend you click here, go to the Smith & Wesson product page, scroll down the page and on the left will be a link to tested ammo.

Because of the TEMPO gas system, they recommend the use of jacketed rounds only and not ammo that is bare lead, copper washed, copper plated, etc. If the jacket isn’t present, the TEMPO gas system will foul faster and stop working reliably.

Scott had CCI Game Points (which is a jacketed soft point round) and CCI Maxi Mags that are jacketed hollow points. Both are on the approved ammo list and I must mention that I’ve always had great luck with .22 rimfire ammo of all types from CCI.

Range Time

My wife and I, my two nieces and sister-in-law piled in my truck and headed to the range. A few days before I had printed out a 10 commandments of firearm safety that we had talked about and even practiced with the rifle and pistol we would use. During the drive we want over them again – they were nervous but I wanted them to know that a fun time at the range always has safety at the center.

We arrived at the Berrien County Sportsman’s Club on a pleasant day and were able to secure my favorite shooting lane. They all helped me take targets, guns and ammo down to the 25 yard line.

They started with one of our old Savage Cub rifles. We bought two – one for each of our girls when they were maybe 8 and 10 years old – about 15 years ago. I dug one of them out and cleaned it before we went. It’s not been out of the case in years and years so I was very pleased to see it was still sighted in and worked great.

The girls did great with the Savage Cub and were very excited to see their scores on the target. They had to learn the importance of a consistent cheek weld, trigger control, breathing, etc. I like starting kids on a single shot .22 because there is no recoil and I can make sure everything is safe at all times.

Once they were feeling good with the rifle, it was time to move up to the M&P .22 WMR pistol and I fired it first just to make sure everything was good to go. I loaded a magazine with one round and shot it – no odd sounds, barrel was clear, etc. I then loaded up three and shot them slow fire – no problems.

The pistol is very soft shooting. Yeah, it barked a bit louder than the .22LR Savage Cub rifle but I was sure the girls would have no problem controlling it.

We spent a lot of time talking about stances, grips and keeping their trigger fingers off the trigger until ready to shoot.

This is my 12 year old niece and she might weigh 100 pounds. She had no problem controlling the M&P. We were shooting from about 15-20 feet away. Even in the Philippines there are liberal moms who would question why we took them shooting so I am not showing their faces even though I am very proud of them!

This is my 10 year old niece and I’d be surprised if she is 80 pounds. She did a great job by her! This photo was staged by the way – I made sure the pistol was clear and carried it down to the target. She only held it long enough for this photo – what you don’t see is a huge grin going ear to ear.

Here’s the pistol from another angle so you can see she had no problem holding it.

We only put about 30 rounds of the MaxiMag hollow points through the pistol – I forgot about the Soft Points. Unfortunately, we ran out of time and had to pack up to get home in time for dinner at their Lola’s house – Lola means grandmother in Tagalog by the way.

Summary

I really didn’t plan to buy a M&P .22WMR. Now that I have one I am thinking about keeping it. The action cycles smooth, it’s reliable, the trigger is good enough and it holds 30 rounds!! It’s very manageable – even the girls had no problem holding and controlling the pistol.

The range trip was a big success and we all had fun. The reliability and accuracy of the M&P helped make it possible. I have no reservations recommending one and plan on taking it to the range again.

Market Perception Analysis: Smith & Wesson Pistols

The M&P® M2.0™ Series (Full-Size & Compact)

Technical Profile

Public Opinion Summary

The M&P® Shield™ Plus Series

Technical Profile

Public Opinion Summary

The Accessibility Segment (Shield EZ & Equalizer)

Technical Profile

Public Opinion Summary

The Budget & Micro-Compact Segment (Bodyguard® 380 & SD™ VE)

Technical Profile

Public Opinion Summary

Heritage & Specialty Pistols (SW1911, CSX, Model 41 & SW22 Victory)

Technical Profile

Public Opinion Summary

Market Perception Analysis: Smith & Wesson Revolvers

The J-Frame Legacy (Models 60, 442, & Classics)

Technical Profile

Public Opinion Summary

The L-Frame Standard (Model 686)

Technical Profile

Public Opinion Summary

The N-Frame Powerhouses (Models 29 & 629)

Technical Profile

Public Opinion Summary

The Specialty Revolver Segment (Governor, X-Frame)

Technical Profile

Public Opinion Summary

Market Perception Analysis: Smith & Wesson Long Guns

The M&P®15 Series (Sport & Volunteer)

Technical Profile

Public Opinion Summary

The Modern Carbine Segment (Response, FPC & M&P12)

Technical Profile

Public Opinion Summary

Recent Innovations (Model 1854 Lever-Action)

Technical Profile

Public Opinion Summary

Strategic Synthesis & Competitive Outlook

Summary Tables

Appendix: Social Media Intelligence Methodology

1. Data Collection

2. Data Processing & Translation

3. Sentiment Analysis Framework

4. Metric Calculation

Sources Used

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Bought a Holosun HE507K-GR X2

One Small Speed Bump

Read the Manual & Be Safe

Mounting the Holosun Optic

Moving on to Cleaning and Lubrication

Use Approved Ammo

Range Time

Summary

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When Strength and Quality Matter Most