Kalashnikov Concern Rebrands Iconic Rifle: ‘Weapon of Peace’

The AK-47 is now a “weapon of peace,” according to a new rebranding campaign launched Tuesday by the Kalashnikov Concern.

Along with the iconic rifle, the Russian weapons manufacturer is attempting to change the perception of all the military, police, hunting and sporting firearms it produces.

“The Kalashnikov is a Russian symbol that is known across the world,” said Alexei Krivoruchko, Kalashnikov’s chief executive at the press event. “The rebranding is a symbol of changes in the way our business works and our product lines that have been long in the making. The new brand will reflect our main principles: reliability, responsibility and technological efficiency.”

The rebranding comes as the Kalashnikov Concern, abbreviated as C.K., officially becomes the umbrella company for three formerly disparate manufacturers: Kalashnikov, Izhmash and Baikal.

Unfortunately for U.S. consumers the Obama administration embargoed the import of C.K. products back in July due to Russia’s involvement in Ukraine. Prior to the sanctions, C.K. had penned a deal to supply between 80,000 to 200,000 firearms a year, for the next five years, to a U.S. importer. That deal is still on hold, according to Krivoruchko.

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What are your thoughts about the new C.K.?

A video was released to celebrate the new Kalashnikov Concern. In it, the AK-47 was highlighted as a force for good in the world.

“The gun was made for the defence of a country that was living through the cold war and had to be prepared for a major intervention,” says the video voiceover. “The simple and reliable AK was also in demand well beyond the borders of the Soviet Union.

“It precipitated not just a technological but a social revolution. Freedom movements in Africa, Asia and Latin America could at last fight back against professional colonial armies. The AK-47 gave them the chance to demand rights and achieve justice. This is a weapon which helped people defend their families and futures, and demand the right to a peaceful future.”

About the author: S.H. Blannelberry is the News Editor of GunsAmerica.

{ 6 comments… add one }
  • ejharb December 15, 2014, 7:45 pm

    my Kalashnikov is a weapon of peace until someone trys to harm me or my family. then,,,,,
    the rifle suits me well and I like the 7.62×39 round, I owned 2 ar15s and found both inadequate for me.
    Mikhail had a good heart and designed the rifle to defend his fellow Russians,too bad his government misused his gift.
    but governments not tightly controlled by their people do this.
    rest in peace uncle misha

  • Joe McHugh December 9, 2014, 9:11 pm

    The people who sell the AK-47 can call it anything they want but it will remain the world’s least accurate rifle. It cannot be made to hit the broad side of a barn, FROM THE INSIDE! OK, that was a little hyperbole there but seriously, only accurate rifles are interesting. Unless one is engaged in deadly combat at close range, such as room to room fighting, the AK-47 is a piece of fecal matter.

    However, there is no firearm on Earth that is more reliable than the AK-47. The main reason for this exceptional ruggedness is that it was built to keep firing in the worst conditions. If you drop the thing in a mud puddle in the road and a truck runs over it before you can retrieve it, it will still go bang when you pull the trigger! Even if the barrel was bent by that truck, you can use a large rock to straighten it out and you are good to go. Wait, did I mention that it couldn’t shoot straight anyway?

    Think that I am biased because the AR-15 rifle is far more accurate than the AK-47? Don’t get me started on that piece of
    oeuvre. If you want something that will blow a hole through a cinder block wall and the bad guy hiding behind it, get the civilian version of an M14 rifle, like the M1A.

    • Russ December 10, 2014, 9:27 am

      Too bad you don’t like the AK platform Joe.
      My 39 x 5.45’s cost $.15 a round, and my 7.62 x 54R cost $.17 a round
      So AK’s are cheap fun.
      As far as accuracy, I’m thinking you probably don’t have any time behind them.
      Because mine are as accurate as can be.
      I use the iron sights (not as good as peephole admitted) and once you get used to them, I’ve made shots like these;
      1. hitting water balloons, lemons and oranges out at 100 yards with my AK 74
      2. hitting Arizona 1 gal. tea jugs filled with colored water out at 700 yards with my 23 in. bb. VEPR sniper
      Now that’s what I call fun and accurate, and the least expensive shooting besides .22 plinking
      The 7.62 x 54R I use is not rated armor piercing, but I pop clean holes in 3/4 in. steal plates @ 160 yards.
      That ammo has a steel core that the Russians put in there to save lead. (very cool)
      My 39 x 5.45 ammo has a air bubble in the tip, making it devastating to flesh. ( pretty dam effective ) No marksman needed.
      watch this 5.45 on meat; https://www.youtube.com/watch?feature=player_detailpage&v=xlyEYmvP_tc
      Time to rethink your opinion on AK’s, your missing out.
      My family owns AR’s & AK’s, because of ammo prices, we shoot the AKs most often.

    • ejharb September 11, 2016, 12:39 pm

      Not sure if this story is true or not but it’s interesting.

      Some fellow called Elmer Keith a liar about him hitting distant targets with his 44 revolvers. He handed the guy a wad of cash and told him to stand several hundred yards away 600 I think and if he could walk away after 6 shots he could keep the money.wisely he refused.
      Today I’d call that assisted suicide.

  • Russ December 9, 2014, 5:44 pm

    >———————-WHAT THE HELL DID THAT GUY SAY?<———————————
    All I know is AK's are my favorite rifles!
    Rebranding cracks me up.
    I brand them; S.I.C.K. (Simple. Iconic. Cool. Kalashnikov.)
    The new ones make me sad that I cant have one. They're excellent!

  • Boomtown December 8, 2014, 8:37 pm

    Call it “WHATEVER THE F …….K YOU WANT TO CALL IT” !!!!!
    It WAS… it IS… and it, likely will be …. (for the NEXT CENTURY)…
    Congratulations! On a very fine job of Re-Branding!
    Hey! COLT did it in 1873!!! i.e. – ” The Colt – PEACEMAKER ” !!!!!
    The Colt Single Action Army which is also known as the Single Action Army, SAA, Model P, Peacemaker, M1873, and Colt .45 is a single action revolver

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