"I think the vast majority of Americans who like AR guns haven't even heard of Ruger," he said.
After a slowdown in late 2010, Ruger has been riding a wave of growing demand for guns in the United States.
In 2012, Ruger increased production by 52% and invested $27 million into the company's facilities.
Ruger will not be able to replenish its inventories until demand slows down, said Fifer. "We're basically selling everything we make," he said.
The explosion in gun buying could continue as first-time gun buyers who are concerned about personal safety develop into enthusiasts who own multiple weapons.
"At least some portion, we don't know how much, will go beyond that first self-defense gun and will realize how much fun it is, and start acquiring additional firearms," said Fifer.