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Hector's Airgun Blog

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NOT another IWA report

3/25/2018

1 Comment

 
IWA 2018 was a marvelous experience. And I am sure that all of you have read/seen enough reports from the event to be fully aware that it was great.
Among my own favourite videos:
Air Ghandi's DIANA reviews  and General AirRifles Review
Airgun Exploration and Advancement Channel's DIANA and the Overall Show one
And of course, Airgun Gear's videos are always funny, although a little long, the General one will give you a good idea overall.

All these channels have more videos dedicated to specific parts of the industry, whether they are brands, or ammo, or accessories.

​And then there are the excellent reports by Hard Air Magazine.

On this specific report, some friends and readers have written asking "What gives?" with Mr. Archer's cryptic mention of myself and so, I have to issue a comment in the interest of "Full Disclosure":

I have been retained by M&G (DIANA), as an external consultant.

This means that I am working part time for them, but it also means I am not an employee.
Interestingly enough, I am under strict instructions of the CEO to remain a "free thinker". So, I will continue with my work in other brands of guns, as well as optics, ammunition, and long range / precision shooting games like Silhouette, Field Target, and now I will add 3P Airgun because I have always been an advocate of practical riflery, and teaching the youth of this nation to shoot responsibly and properly is at the base of the future of the shooting sports.

I will not go into the whole story of DIANA as a brand, or of Mayer & Grammelspacher (the company that owns the brand) in here, that would take, probably, a medium size book, after all it's been more than 125 years of activities. What is important is to understand how the current metamorphosis is proceeding that is allowing the brand DIANA to be reborn from its ashes, like the mythical Phoenix.

For years, M&G was an underfunded company. The previous "Acting CEO", Herr Martin Zedler, tried hard to bring DIANA to the current manufacturing technologies that modern companies need to have, but he was not allowed the funds to do it. Instead of CNC machines, multiple machining jigs had to do.
Still he managed to bring out some beautiful (the T/H line) and some powerful (the 350 and the 460) rifles. He also broke some moulds (with the 430 and the 280) and introduced a quality, reliable Nitrogen-filled gas spring family (the N-Tec's).

Two years ago, the situation was quite unsustainable, the company was in deep debt, and with some guidance and forethought, the company was put on the block. It sold for €1-00

Now, who were the brave souls that would take such an old (and some would say fossilized)  icon?
Well, the holding company is called German Sport Guns (GSG).
But GSG is only a small part of a much larger group of companies that form the L&O group.
The L&O group has two general "branches" one is textiles (non-woven), and the other is weapons. Some may think that there is no real connection between non-woven textiles and weapons, the truth is that the connection is at an almost "philosophical" level. Both industries share the same dedication to precision high speed manufacturing and a focus not so much on "getting a larger share of the pie", but on truly "making the pie bigger for all".

The Weapons part reads like a "Who's Who" in the firearms world: Sig, Sauer, Rigby, Blaser, Swiss Arms, and now it adds M&G with its prestigious brand DIANA.
In particular, it is interesting to see that the L&O group has a truly international focus. Think that they established the Sig-Sauer USA operation just a few years ago and very recently, they got the contract for the USA Armed Forces Service Pistol.

Still every single "business unit" is run quite independently, and while there is technical help and the purchasing power of a very large group, each company has to stand on its own merits. This will explain why SIG has recently come out with the first, and possibly the only, breakbarrel airgun designed and made in the USA in many decades. Even while having all the expertise of M&G available to them. We will look into the SIG ASP20 in detail in some other entry, just let it suffice to say here that it is built like a tank.

So, this particular IWA I was "stationed" at the DIANA booth, mainly because I wanted to have as many interactions with the retailers that are the lifeblood of a large manufacturing company, and those few members of the general public that get passes to what is, essentially, a "Trade Only" show.
I have seen more of the show through the videos I mentioned above, than by actually walking the floor, LOL!

The object was achieved and I now have a better understanding of what are the strong, and the weak, points of DIANA airguns in the eyes of many distinct markets. And believe me that what for one market is a weakness, in another it is a strength.

But enough talk, let's have an overview of the GSG booth to see what is the extent of their commercial activities in Europe:
Picture
GSG, as a commercial entitty, has the distribution rights to the European distribution of the "in-group" manufactured goods.
Picture
GSG also owns M&G which in turn, owns the brand DIANA. DIANA occupied a substantial portion of the IWA GSG Booth.
Picture
But the array of products you can find under one single distributor (a matter of interest if you are a large wholesaler or master distributor) is truly very wide.
Picture
From truly top of the line Gas powered Airsoft
Picture
To electro-gas and electro-spring Airsoft
Picture
To Rimfires
Picture
And more rimfires
Picture
To Match Quality centerfires in some very special calibers
Picture
To again, airsoft and BB repro guns as well as airguns
Picture
Still, the bulk of the items on display was the DIANA branded airguns
Picture
Something old, something new, something borrowed . . .
Picture
The elegant and powerful N-Tec's
Picture
The traditional mainstays
Picture
And the newer entry - level springers
Picture
The new "incarnation" of the powerful, reliable and very accurate original PCP
Picture
The mid-point PCP that is part of the "Action Line"
Picture
And the entry level section of "Action LIne" PCP's.
Picture
As well as the CO2 powered family
​At times in the past, it felt like DIANA was ensconced in its history. Fearful to move outside its own self-imposed limits.
While it is good to respect tradition and even thrive in it, after all 128 years of continuous production of airguns is nothing to sneeze at.
Picture
An old Diana Model 30, as much a mainstay in Europe as a Feltman/Thompson BB Gun of the "Shoot the Star Out" carnival stands would be in the US
It is most interesting to see the company going in directions that open avenues for all to explore.
Remember I mentioned above the "philosophical" link between non-woven textiles and weapons?
Well this is the actual manifestation of that. Non-Wovens are now used in a lot of applications that no conventional woven textile may be used, from Haz-Mat suits to hospital disposables, Painter's suits, Car filters for any and every fluid/gas, HVAC filters for the home, cleaning towelettes for all sorts of chemicals and even BioHazards, and a host of other applications. The focus of the industry has been: what can we do to make the materials more widespread and useful. HOW can we GROW THE PIE?
​
I am seeing the same intention and prospective view in DIANA. ¿How can we make airguns more enjoyable, more accessible, and more useful to everyone?

It's a healthy balance between dreaming about going for the stars while at the same time tethering those dreams in what you are and what you truly want to be.
​After IWA we returned to Ense for further conversations, and knowing what is going on inside, I can tell you that the "Golden Age" for DIANA is yet to come.

Keep well and shoot straight!



​HM
1 Comment
Andreas link
4/1/2018 14:42:35

Hey Hector,
it was really great to meet you and talk to you at the IWA Show 2018! Hope we will see us next year! I really like your blog and i started reading past the IWA. I think i have a lot to read till i have all the information i want ;-)
Have a great time!
Best regards!
Andi
(AirGhandi)

Reply



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    Hector Medina

    2012 US National WFTF Spring Piston Champion
    2012 WFTF Spring Piston Grand Prix Winner
    2013 World's WFTF Spring Piston 7th place
    2014 Texas State WFTF Piston Champion
    2014 World's WFTF Spring Piston 5th place.
    2015 Maine State Champion WFTF Piston
    2015 Massachusetts State Champion WFTF Piston
    2015 New York State Champion WFTF Piston
    2015 US National WFTF Piston 2nd Place
    2016 Canadian WFTF Piston Champion
    2016 Pyramyd Air Cup WFTF Piston 1st Place
    2017 US Nationals Open Piston 3rd Place
    2018 WFTC's Member of Team USA Champion Springers
    2018 WFTC's 4th place Veteran Springer
    2020 Puerto Rico GP Piston First Place
    2020 NC State Championships 1st Place Piston
    2022 Maryland State Champion WFTF 
    2022 WFTC's Italy Member of TEAM USA 2nd place Springers
    2022 WFTC's Italy
    2nd Place Veteran Springers

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