Dan Wesson Firearms announces the implementation of a new Minimum Advertised Price (MAP) Program, effective February 2, 2026, designed to protect the long-term value of the Dan Wesson brand while supporting a strong, professional, and compliant dealer network.
"This MAP program is about protecting our dealers and ensuring a consistent, premium representation of the Dan Wesson brand," said John Dain, Executive Vice President of Sales, CZ-USA/Dan Wesson Firearms. "By establishing clear advertised pricing expectations, we're helping create a healthier and more sustainable retail environment for our partners."
The MAP Program applies to all Dan Wesson Firearms products and establishes minimum advertised pricing standards across all public-facing advertising channels, including websites, digital advertising, email marketing, social media, and online marketplaces.
Under the program, dealers and distributors may sell Dan Wesson products at any price they choose; however, products may not be advertised below MAP. An "advertised price" includes any pricing that is visible or communicated to the public prior to a customer initiating a private purchase transaction, including listed prices, "click for price" disclosures, automated chat or email pricing, and pre-cart price displays.
The MAP Program also clarifies that:
- Third-party online marketplaces are not authorized sales channels for Dan Wesson Firearms products
- Online advertising and sales are limited to a dealer's owned and operated website
- "Call for price" or "Email for price" messaging is permitted
- Pricing may be revealed only after a product is added to the cart and checkout begins
Participation in the MAP Program is required to remain an authorized Dan Wesson Firearms dealer. Full program details, including MAP listings, compliance guidelines, and enforcement procedures, will be provided directly to dealers.
For questions regarding the MAP Program, dealers should contact map@danwessonfirearms.com
About Dan Wesson Firearms: Founded on the principles of Heritage, Craftsmanship, Precision, and Innovation, Dan Wesson Firearms produces premium, American-made handguns with uncompromising attention to detail. Each firearm reflects decades of firearms heritage, meticulous manufacturing standards, and a relentless pursuit of performance and reliability. As part of the CZ brand family, Dan Wesson continues to honor its legacy while advancing modern manufacturing to deliver trusted firearms worldwide.