Even for an innovative manufacturer like Sturm, Ruger & Co. Inc., the introduction of the No. 1 single-shot rifle was a milestone in its history. In 1966, when the No. 1 was first introduced, the gun-buying public was not sure what to make of a single-shot rifle that seemed to be nothing more than an ill-considered whim of Bill Ruger's that could only fail in a marketplace long geared for rapid magazine-fed autoloading, pump- and bolt-action rifles. In terms of total sales, the No. 1 has been only a moderate success. But in terms of creating a priceless corporate persona, the No. 1 ranks as one of the two or three most brilliantly successful gun designs of the past century. Styled after a legendary British single-shot rifle (which Bill Ruger collected and studied-hence the inspiration), the No. 1 reeks of classical British styling and conservatism.