SIG’S SECRET SAUCE TO WINNING
Just a few years ago, SIG SAUER was barely a blip on anyone’s radar. To say SIG has become a worldwide leader in firearms would be an accurate statement, but few know that was their intent all along. SIG’s 19th century original motivations to be in the military arena came full circle in 2017 when they won the contract to replace the U.S. Army’s service pistol. This historic win was the result of multiple variables that fell into place at the right time. SIG’s company history isn’t a fairytale. But so far, the story has turned out to surpass everyone’s expectations, except maybe SIG SAUER’s CEO, Ron Cohen, who probably knew this would all work out just how he envisioned.
“To me, this field is first and foremost about military and defense,” said Cohen. “I think it was always the real purpose to develop products for military units around the world. That was, to me, for professionals.”
In comparison to current-day successes, SIG had dabbled in military and law enforcement sales. Before the big win, some of the clientele included the Coast Guard, Federal Air Marshals, U.S. Navy Seals, and the U.S. Department of Homeland Security. And while that’s not too shabby, other longer-established U.S. gun companies were still viewed as the industry leaders. With SIG seemingly crushing competitors in recent years, we wanted to discover their secret — the catapult that validated the brand and left their competition in the dust. We got an inside
