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Pure bs PR. In 2013 Kalashnikov Group had net loss of $40 mil USD despite heavy government help. On the domestic civilian market Izmash is probably the lowest quality manufacturer selling sometimes clear junk which should never leave the factory in the first place.
So in the 2014 they decided to spend money on... re-branding. I kid you not. Cost of new brand - $1.5 mil USD. You can get a taste of those well spent dollars at http://www.kalashnikovconcern.com/en/ a couple of high school kids can do better website for a summer project to be honest.
For the last 30 years they came up with zero fundamentally new models. They can't even make decent furniture themselves. On all the promo and exhibitions all you see it crazy amount of pic rails and magpul and other aftermarket furniture. With the current US and Euro sanctions on sales this year they will lose even more. Infinitely more will be stolen on government contracts.
But look! We can make a video where we hand fit a magazine into receiver. Takes just a minute and a file.