For the last year or so, it's been a race to the bottom on AR-15 pricing, with some companies trying to dump their inventory after a major plus up in production and others wanting to entice new shooters into the pleasures of the modern sporting rifle world.

But one company that has steadfastly stuck to the "premium" pricing model has been LWRC, known for its rugged, high-end piston guns and 6.8 shorties. In hopes of getting more inventory into stores, the company has launched a new incentive program that earns qualified dealers some free irons.

The LWRCI STEP-UP Dealer Stocking Promotion is available in 5 and 10 gun packages.

5 Rifle Package- Free Cerakote- dealers can purchase any 5 LWRCI rifles from an authorized LWRCI Wholesale Distributor, with at least one rifle from each platform - IC 5.56 | SIX 8 6.8 SPC | REPR 7.62 NATO – and receive FREE cerakote available in Flat Dark Earth, OD Green or Patriot Brown. This package delivers a value of up to $750.

10 Rifle Package- Free IC Enhanced Rifle- dealer purchase of any 10 LWRCI rifles, from an authorized LWRCI Wholesale Distributor- with at least one rifle from each platform and receive an additional IC Enhanced model at no charge. The 10 Pack promo has a value of $2500.

Dealers who buy into the promotion will be given plenty of sales promotional materials, including banners, counter mats and stickers.

The promotion is good through the end of March.