The meteoric rise of the AR-15 to become America’s best-selling rifle is a tale of savvy business acumen and market understanding. At the heart of this narrative is a Maine businessman whose strategic moves turned the AR-15 from a standard firearm into a household name in the realm of weapons.

Introduced in the late 1950s by Armalite as the AR-15 (ArmaLite Rifle-15), it was initially a military weapon, this lightweight rifle did not capture the civilian market until our Maine entrepreneur saw its potential. Sensing an opportunity, he acquired the production rights and began improving and marketing it to civilians as a modular tool – adaptable, reliable, and perfect for various purposes from home defense to sport shooting.

Understanding that customization would be key in popularizing the AR-15, he aggressively pushed for accessories and modifications. This approach tapped into America’s DIY ethos and love for personalization. Enthusiasts could now build their ‘dream rifle’ with endless combinations of grips, stocks, sights, and barrels. The modular nature not only made it popular among gun enthusiasts but also led to a boom in ancillary industries focused on custom parts.

The businessman did not stop at customization; he undertook an aggressive marketing campaign to recast the weapon as suitable for all – men and women, young and old. His campaigns highlighted features like its ergonomic design and light recoil to attract a wider demographic who may have found shooting sports intimidating or inaccessible.

When regulatory challenges emerged, he deftly navigated these waters through lobbying efforts and smart branding. The modern AR-15 emerged not only as a rifle but also symbolized freedom and self-reliance, key tenets deeply ingrained in American culture.

Furthermore, his timing in expanding the market was uncanny – coinciding with increasing concerns over personal safety and rising interest in target shooting sports. These factors collectively ensured that demand surged.

Lastly, his response to evolving market dynamics was sharp. He continuously updated models based on user feedback ensuring that the rifle remained at the forefront of innovation within its genre.

Through business shrewdness, a deep understanding of his market, and an unrelenting push towards rifle differentiation through personalization, this Maine businessman transformed the AR-15 into an American icon; a prime example of effective product repositioning and market expansion leading to unrivaled commercial success.