Something just occurred to me. I get a lot of questions on whether Brand A is better than Brand B or Brand C, etc and there is usually no easy answer because almost all brands have a good range of products so depending on what exactly you compare, the answer can be very different.
I should probably start doing occasional company overviews to make it clear how they position their products.
On the high end there are of course companies who only make products at one, very high, quality and performance level: like Tangent Theta, S&B, March, etc. Unfortunately, those are really expensive, so I am always keeping an eye out for companies that make products aimed at a more sane price level, while maintaining good quality and value for the money.
Tract appears to be a good example of a company that is targeting this mid-range market segment and doing so quite nicely from what I have seen so far.
The guys who founded Tract used to work for Nikon and at some point they walked out and started their own company. Tract, best I can tell, only sells products directly to the consumer. I am guessing that is what allows them to maintain such a good performance to price ratio.
This type of a distribution model has its strengths and weaknesses. The strength, of course, is the ability to communicate directly with the customer and cut out the middleman to offer better prices. The weakness is that is harder to reach a truly wide audience, so your total available market is necessarily smaller even with the internet being what it is.
However, given how often people ask me about Tract products, the word is clearly getting out there and Tract is doing something right.
I have seen a comparatively small number of Tract products and what I have seen is from the higher end of Tract's product line. I have tested the Toric UHD 4-20x50 FFP riflescope and Toric UHD 15x56 binoculars (see the video review I posted yesterday). I have seen (but not done a full test) a couple of other riflescopes, most notably their ELR 4.5-30x56 riflescope that I rather liked. Everything I have seen from them so far has been intelligently configured and good for the money, so I expect to be looking at more of their products as the opportunities presents themselves.
One of the founders of Tract, Jon LaCorte is a member of this community, so if you have questions about Tract products that I have not seen, he is a good resource. His username here is @jonlacorte
The company website is www.tractoptics.com
General disclaimer: I do not have any sort of an affiliate or advertising relationship with Tract Optics. I generally do not accept advertising from optics companies on this website.