The business case is pretty simple. Low quality at a low price. It seems to work well for McDonald's, Walmart and many others, so why not Remington? If people are not willing to pay for quality and would rather buy a gun that rusts if you breathe on it and needs to have the chamber polished before it will cycle ammo (i.e. 870 Express) than spend an extra couple of hundred bucks on a higher quality product, can you really blame Remington?
Right, and I get that... but...
The REAL cost of that strategy, is that its selling crap to cheap people who don't care, nor will remember the brand...
... while absolutely TRASHING the brand name that used to mean quality and reliability, in the eyes of its much more serious and dedicated customers. It took Remington many long decades to gain the great reputation... all wiped away by trying to chase after the Walmart sportsman... whatever that is.
IMO the mistake isnt in chasing after the budget and serious shooter... but rather, their chasing both using the one brand name.
Toyota / Lexus.
Honda / Acura.
Savage / Stevens.
Benelli / Stoeger.
Beretta / random Turkish gun.
Remington / Express Guns (rifles and shotguns for penny pinchers)
It should have been an all new brand to protect the Remington name and the expectations of quality that come from it.
But because they wanted to prostitute the great brand Remington... THAT brand name no longer means what it used to. Sent up sh1t creek without a paddle, for tiny margins. They sold their souls for a nickle.
Imagine how damaging it might be, had Heckler und Koch sold a cheap carbine like the Kel Tec SUB-2000... and sold to hardcore enthusiasts at a true HK firearm. See what I mean?