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I spent a number of years "out" of the scope buying market. When I re-entered rifle hunting after about a decade hiatus, I started looking through a lot of glass. Now, let me say that glass is a personal thing, and my eyes are different than almost everyone else's. But what I soon discovered is that I can buy equal glass to the lower line Leupolds, for less money, and I can buy better glass than the VXIII level, for the same money. Additionally, I've seen a high number of failures in Leupold scopes in the last decade, and QC issues in other Leupold products. From a failure rate standpoint, I've seen five or six Leupold failures in the last couple of years alone, out of maybe 20-30 Leupold scopes on rifles belonging to friends of mine. I only own one Leupold right now - a Vari-X II 2-7x28 that my dad put on his Browning BAR way back in about 1980 - and I'm starting to question it as that rifle has developed an inconsistency recently that I haven't fully diagnosed. My brother had to send in the Vari-X III from the 270Win my dad left him when it stopped holding zero a couple of years ago. Now, compare that with the single failure in the Zeiss Conquest line (out of at least 20 on rifles I'm "close to") and the zero failure rate among Bushnell Elites and Burris Fullfield II's, and Nikon Monarchs & Buckmasters. Admittedly, this is anecdotal, and the sample sizes on the last few nameplates are smaller (5-15 scopes of any one brand) but I personally own several of the Bushnell 3200's and have had absolutely zero incidents with any of them. With the 4 in my safe, based on the failure rate of Leupolds across my purview, I'd expect at least one issue. I thought I had one issue, but the scope holds zero and has taken game on two rifles now, so I'd say it's not a problem.
I think Leupold spent a long time building the brand, and was truly the best US glass out there for many years. I think they rested on their laurels too long, and have found themselves in a very competitive global market after the fall of the iron curtain, and are letting quality slip in an effort to maximize profits. Until the -6 and -7 scopes came out, they didn't have anything that competed with any of the higher end Euro glass, and even those are not running with the top end Swaro and Zeiss (Diavari) lines. The advent of the $400 3-9x40 Euro glass (US-assembled, of course) has really fouled Leupold's marketing philosophy of overcharging for their products because nobody could touch their coatings. Even Bushnell (formerly B&L optics) has come on strong in the last few years and become a real player with their Elite lines. (Their lower priced stuff leaves a bit to be desired, but it is functional from the Trophy level on up.) With the addition of the new Legend Ultra HD riflescopes - fully multi-coated and rainguard coated - the $200 scope market is getting more interesting by the minute. You just can't buy the same quality of sight picture in a Leupold until you get up around $400. It's just not worth it in my opinion.
Don't get me wrong here - I think Leupold is a fine brand with a storied history of being great. I just think they're making some poor decisions over the past 10-20yrs and it's coming home to roost with them now as new competitors push the envelope and innovate.
I think Leupold spent a long time building the brand, and was truly the best US glass out there for many years. I think they rested on their laurels too long, and have found themselves in a very competitive global market after the fall of the iron curtain, and are letting quality slip in an effort to maximize profits. Until the -6 and -7 scopes came out, they didn't have anything that competed with any of the higher end Euro glass, and even those are not running with the top end Swaro and Zeiss (Diavari) lines. The advent of the $400 3-9x40 Euro glass (US-assembled, of course) has really fouled Leupold's marketing philosophy of overcharging for their products because nobody could touch their coatings. Even Bushnell (formerly B&L optics) has come on strong in the last few years and become a real player with their Elite lines. (Their lower priced stuff leaves a bit to be desired, but it is functional from the Trophy level on up.) With the addition of the new Legend Ultra HD riflescopes - fully multi-coated and rainguard coated - the $200 scope market is getting more interesting by the minute. You just can't buy the same quality of sight picture in a Leupold until you get up around $400. It's just not worth it in my opinion.
Don't get me wrong here - I think Leupold is a fine brand with a storied history of being great. I just think they're making some poor decisions over the past 10-20yrs and it's coming home to roost with them now as new competitors push the envelope and innovate.