2002 Manufacturing of the Year Taurus International: recognized by the industry as the top firearm manufacturer, this company continues to set challenging goals - Shooting Industry Academy of Excellence

Shooting Industry, Nov, 2002 by Russ Thurman

The Shooting Industry Academy of Excellence honored Taurus International its prestigious Manufacturer of the Year award this year. The award was presented during a standing-room only reception in Reno, Nev., during April.

The company was recognized for excellence in firearm manufacturing, including Titanium handguns and those in the latest calibers; steadfast support of the industry and individual freedoms; and the offer to arm the nation's airline pilots for free.

"The Manufacturer of the Year award is so meaningful to our company," said Bob Morrison, Taurus executive vice president and COO, upon accepting the award. "Thank you and the academy for recognizing us on behalf of all our employees here and also on behalf of Dr. (Carlos) Murgel, the chairman and chief executive officer and the employees of Forjas Taurus in Brazil. Thank you for this wonderful award which will find its way into the hearts and minds of all of us at Taurus in our pursuit of continued excellence."

Taurus also received the 2000 Manufacturer of the Year award for its design and manufacture of Titanium revolvers.

Founded in 1992, the Shooting Industry Academy of Excellence recognizes excellence in design, innovation and customer service. The voting members of the academy include more than 400 corporate executives, storefront retailers and outdoor writers. No one at the Firearms Marketing Group, sponsor of the academy, has a vote.

"The academy is unique because of the way the awards are determined," Morrison said. "We feel it is the most genuine award. Of the many awards we receive, it is the one we keep in our lobby. I take it to Brazil and present it to the company during the annual board meeting. It is very highly regarded."

Top-Quality Firearms

Taurus International, the U.S. representative of Forjas Taurus of Brazil, first entered the United States market in 1968. The company has come a long way since then to be recognized as the industry's top firearm manufacturer.

"There are so many fine manufacturers in this industry, to think we are even in their league is a reward," said Morrison, who has been in the firearm industry for nearly 40 years. "Everything we do is directed at product innovation and quality, plus top customer service and delivery. We strive to do all those things a company must do to stand at the head of the class."

According to Morrison, the company's manufacturing techniques play a major part in developing quality products at a reasonable price.

"We use MIM (Metal Injection Molding) manufacturing which allows us to make parts that are almost perfect, with virtually zero tolerance from one part to another," Morrison said. "This gives us the ability to make extremely high-quality firearms, while keeping our prices down."

The lower price tag on Taurus firearms, however, presents a challenge for Morrison.

"That's been my toughest battle, convincing the public they can have a top-quality handgun without a high price," Morrison said. "Most people believe if you're going to buy a Rolls Royce, you're going to pay a handsome price. What we've developed is a Rolls Royce gun that sells for a moderate price."

Taurus is so confident in the quality of its firearms, the company has an Unlimited Lifetime Repair Policy.

"We established the lifetime warranty to help get the message out that we make the highest quality products," Morrison said. "We don't have to see a receipt. We don't need to see when it was purchased. If it says 'Taurus' on it, then it's covered. We're proud of our product. Our return percentages are so low they're almost unmeasurable."

Morrison attributes the success of Taurus to the hard work of the approximate 100 employees in Florida and the 1,900 in Brazil.

"Our manufacturer in Brazil has an intense desire to create the best guns they can," Morrison said. "They listen carefully to what we say. Mr. (Carlos) Murgel has been in the gun industry for 40 years. He is the Bill Ruger and Sam Colt of Brazil. He insists no corners be cut to give the customer the finest firearm, one that lives up to the lifetime warranty."

Protecting Rights

Taurus has also been praised for its support of the NRA. In 2000, it offered a free NRA membership to anyone purchasing a new Taurus firearm. During the crucial election year, Taurus paid for 6,000 new memberships. For 2002, it has renewed the offer.

"The NRA is the only valid organization that represents individual gun owners in the fight to maintain our rights in this country," Morrison said. "We feel it's important enough to give up a portion of our profits to help build their membership. It's very important in the ongoing battle to help maintain our liberties."

Taurus also offered to supply 2,000 free handguns to arm the nation's airline pilots. The offer came following the terrorist attack of Sept. 11, 2001.

"We wanted to do something to help," Morrison said. "When we suggested giving the firearms to pilots, Mr. Murgel didn't hesitate. He said, 'I would be proud to give the pilots our firearms.' We made our offer to Congress and the airline associations in a way not to draw attention to ourselves. We did it without fanfare. We just want to help."