FIRING LINE
B Y S L AT O N L . W H I T E
Wicked Cool Browning breathes new life into the A5 and Maxus
I
t’s called “product freshening,” and it’s a process that manufacturers employ to spruce up an existing line so it will appeal to new customers. Doing so saves the time and expense of creating a whole new line, while allowing that manufacturer to extend the life of a time-tested product.
That’s the basic idea behind Browning’s Wicked Wing program for the A5 and Maxus semi-auto shotguns. These guns feature an intriguing burnt bronze Cerakote coating on the receiver and barrel. If you look closely, you’ll
see an embedded Buckmark “tattoo” on the receiver as well. Both definitely have the cool factor, which, according to Scott Grange, Browning’s director of public relations and shooting promotions, was what they
22 ❚ SHOT BUSINESS ❚ DECEMBER 2017
were shooting for. “The idea behind this program was that these guns have been in our line now for quite a few years, and we know that consumers are always looking for something new and exciting. We have a lot of Millennials
coming into the market, and we know these young people love a cool look. So, we got together and decided to make those guns look cool.” Which they have certainly done. Grange also says the guns feature enhanced functionality through an enlarged operating handle and action-release button, as well as something Browning calls Speed Load Plus. “Both guns employ a two-piece carrier, which is a Browning design,” he says. “Folks familiar with our lines through the years will recognize it. The Gold semi-auto shotguns had it, as well as the old A5 Auto. This is a speed-load feature where you can load with the action open. You load a cartridge into the magazine, activate the release, and the shell is fed automatically into the chamber.” Both guns, which I shot recently, are attractive to the eye. They also shoot well and will perform admirably in the marsh. This latter point is important, as research shows that Millennials are getting interested in waterfowling. “They are,” Grange says. “Think about it. Big game is becoming very difficult to hunt in this country, given the value of big game and the process of drawing a permit. Waterfowl is different. There are a lot of refuges in the country, as well as public hunting grounds, where people can hunt ducks and geese.” Grange also notes that the Wicked Wing program is another way in which Browning is
trying to reward its dealers. “Our dealers are pretty savvy, and they find these niches out there, whether it’s in the target-shooting world or the hunting world. Bringing in new shooters and hunters is important, and these products are designed specifically for those dealers who are smart enough to recognize what these young people want.” Given that the Wicked Wing Maxus and A5 carry the Browning name, customers need to recognize that these guns come at a premium. They won’t go out the door cheaply. “We don’t choose to enter into the bargain basement battles out there because that’s not where Browning is,” Grange says. “The Wicked Wing Maxus and A5 are priced under $2,000, which is a lot of money for a shotgun. But if you look at what the guns deliver, they become very attractive.” Both guns are available in Mossy Oak Shadow Grass Blades camo, in 3- and 3 ½-inch versions. The Maxus offers 26- and 28-inch barrels, while the A5 offers barrel lengths of 26, 28, and 30 inches. Both guns also feature the Inflex Technology recoil pad. SRP: Maxus, $1,739.99–$1,869.99; A5: $1,829.99–$1,979.99. (browning.com)
Besides being attractive to the eye, the guns shoot well.
PHOTOS BY TESS ROUSEY
The Browning A5 (left) and Maxus semi-autos get a makeover with the addition of a burnt bronze Cerakote finish.