Diana,
I just couldn't let that last post be the last word on this subject. I appreciate it very much that you have taken the time to ask us what we like about Marlin Firearms. I read over this whole thread and I think there is some good information in here for you. Let me answer your questions myself.
I bought my first centerfire rifle in 1985. It is a Marlin 336C-35REM. I really liked the way that it looked and felt in my hands. I put a Leupold VII 1-4 variable scope on it. I handloaded that 35REM cartridge very carefully and discovered that it liked the Speer 220 bullet and Hodgon 4895 powder. I shot my one and only elk with that rifle. I will never sell it.
This is the list of Marlin Firearms that I own now. I don't consider myself a collector because all of them are in working order and I shoot all of them. I don't think collectors shoot their collection.
Marlin-Ballard 30" Pacific #5 .40-63 Ballard
1881 Marlin 28" Rifle .40-60 Marlin
1887 Marlin Double Action Revolver 38 S&W
1889 Marlin 24" Rifle .38-40
1893 Marlin 26" Rifle .38-55
1894 Marlin 24" Rifle .38-40
36 ADL Marlin 24" Rifle .30-30
336C Marlin 20" Carbine .35REM (the Elk Killer)
L C Smith SxS Hammer Shotguns, 20" & 30" 12GA
I also have an H&R single shot 20" rifle in .223REM, and a 1894C Marlin 18.5" Carbine in .357/38SPL. I had a late-model 1894 Cowboy 20" Rifle in .45LC, but I sold it to buy the original 1894 in .38-40 caliber. I'm a Cowboy Action Shooter and this is my caliber of choice. My wife and I use the 1889 and 1894 rifles, and the L C Smith shotguns for SASS events.
Suggestions:
1. If you can, I would phase out the microgroove barrel. Use the "Ballard Rifling" description to promote Marlin Firearms as having the best barrels available from the factory, and really make it happen. "The only interesting rifles are accrurate rifles", this is a famous quote and it is so true. You have got to get this right or nothing else you do will matter.
2. Make a Carbine and a Rifle in just a limited number of calibers. As fickle as gun-lovers are, you will never please everyone, but you should have a representative number of calibers of guns available. Pick the best ones and stick with them. I wouldn't use any "Winchester" calibers at all if you don't absolutely have to. People are funny, they don't want to buy a Marlin rifle with Winchester stamped on it anyplace. It's like buying a Chevy car with a Ford engine in it, it's not good brand identification.
3. Here's my proposed list of centerfire firearms:
Model 1894, all with Straight Grip Stock:
.32-20 2/3 Mag 18.5" Carbine, and Full Mag 20" Oct Rifle
.38/357 2/3 Mag 18.5" Carbine, and Full Mag 20" Oct Rifle
.44SPL/44MAG 2/3 Mag 18.5" Carbine, and Full Mag 20" Oct Rifle
.45LC 2/3 Mag 18.5" Carbine, and Full Mag 20" and 24" Oct Rifle
Model 336 and 1895, all with Straight Grip Stock on Octogon BBL Models and Pistol Grip Stock on Round BBL Models:
.30-30 Full Mag 20" Carbine (336C), and 2/3 Mag 24" Rifle (old 336A)
.330MAR Full Mag 20" Carbine (330C), and 2/3 Mag 24" Rifle (330S)
.35REM Full Mag 20" Carbine (336C), and 2/3 Mag 24" Rifle (old 336A)
.38-55 2/3 Mag 20" Carbine (336C), and Ful Mag 24" Oct Rifle (cowboy)
.444MAR Full Mag 20" Carbine (444C), and 2/3 Mag 24" Rifle (444S)
.45-70 2/3 Mag 20" Carbine (1895G), and Ful Mag 24" Oct Rifle (cowboy)
.450MAR Full Mag 20" Carbine (1895M), and 2/3 Mag 24" Rifle (450S)
Also offer: .44MAG, .30-30, .444MAR, and the .450MAR Carbines in Stainless with Black/Camo Stock. Don't offer Stainless and Wood Stock together, it doesn't make sense.
4. The .330MAR or .338 Marlin or whatever you want to call it, is there to fill the gap between the .35REM and .444MAR. It is the new 336ER. It should have Ballard Rifling that is the same size as the .338MAG, so that bullets are already available. 225 grain Speer Grand Slams should be flat enough for the tube magazine. But you will need some new bullets, so get ahold of of one of the bullet suppliers and work with them to get it right. You have got to balance out expansion and penetration. Velocity will be high. Use the 450MAR platform. Offer it both ways, in a big heavy gun and a much smaller and handier one. Put a good recoil pad on it and do not put any sights on it. Include scope rings instead.
5. I recommend that you forget the checkering on all models. Cheap checkering just makes the gun look cheaper. Use real wood and concentrate on getting the fit and finish done right. Keep the wood thin and trim. One of the very best things about a lever action rifle is the way it fits in your hand as you carry it for hours. Personally, I don't like the looks of the bands around the barrel. I like the classic look of the forend cap and magazine under the barrel without a band.
6. The Custom Shop is a Great Idea. Why not absorb Ballard Rifle in Cody, WY and have that be the center for your custom orders? They already have Marlin-Ballard Rifles. Let them offer custom 1894 Marlins in .38-40, 336 Marlins in .356ER, and 1895 Marlins in .40-65 for all the guys (like me) who love to shoot the old calibers. And they could porvide any of the "standard" calibers in custom configuration, longer barrels, take-down frames, high grade wood with hand checkering, special sights, engraving and case coloring; all for a price of course. Let it be known that they will accept old original rifles for "factory" restoration.
7. The H&R Rifles have a niche because they are so inexpensive. They could have a bigger appeal. The scope mounts too high because of the shape of the hammer; reshape the hammer and design scope mounts that really fit and look nice. Mostly you need to work on the stock. the shape, the fit and finish, the material are all wrong. It just screams out the it is "cheap". And while the customer doesn't want to pay too much for his firearm, he doesn't want to be the one guy in hunting camp with the cheapest looking gun either. It's a status symbol, and one needs to take pride in it. Even if it is inexpensive, it still needs to be beautiful.
8. The LC Smith Shotguns could be a great thing, but it is a shame that they are not built in the USA. I know that to some customers, that is the most important thing when purchasing a new gun. I haven't seen one of these in person, but they look kind of like the Huglu Shotguns from Turkey. I think that you should be very careful with quality control on them if they are. I have a Huglu SO and I had a lot of trouble getting it to work correctly. I'm sure the dealer didn't make any money on that gun.
I sure hope that this email finds you and that, somehow, it helps you to understand the gun market a little bit better. Let me know if there's anything else I can do to help.
Take 'er Easy,
Danny
Danny@dannyeagan.com