Benny Boyd Chrysler-Dodge-Jeep in Andrews, Texas, is offering new car buyers who support the Second Amendment a deal they can’t refuse: “For every new Chrysler, Dodge, or Jeep sold here in Andrews, we’re going to give customers a choice of an AR-15, Smith & Wesson 9mm handgun, or Ruger American 243 deer rifle,” said Strate Colbath, general manager for Benny Boyd.
Benny Boyd customers receive a $500 gift card for a local gun shop; once there, they have to go through the usual steps to take possession of their new firearm, including a background check. They also have to pay the sales tax.
As the company’s webpage says, “Benny Boyd supports our 2nd Amendment Right to Bear Arms.” It has been a big selling point in gun-friendly Texas.
The Benny Boyd promotion got the attention of national news outlets, and lots of shares via the company’s Facebook page. Similar promotions are popping up with more regularity. In Cobb County, Georgia, for example, D. Geller and Son Jewelers added a free deer hunting rifle to any customer who made a purchase of $2,499 or more at either of its two establishments. Also, a jewelry store in Eau Claire, Wis., made a similar two-for-one offer for a Valentine’s Day promotion.
Such marketing ideas aren’t surprising, given that there are an estimated 100 million gun owners in the U.S. and that there has been a growing interest in firearms, hunting, and self-defense. However, guns still appear to be counter-culture enough to some in the mainstream media that such promotions are often viewed as “news.” Think about it: when’s the last time you saw a national news story on a retailer giving away a pricey grill or appliance with the purchase of a new mobile home?