I think the Ruger 10-22 is actually the most popular rifle in America.
I think so, surpassing the Marlin 60.
What, are you saying that the AR isn't even in the top 2? Could it be? Now according to the NRA that these gunnnuters go by, it's the AR-15 and all it's clones. But according to the ATF that tracks every gun made since 1934, it goes to the Marlin 60. And yes, the Ruger 10-22 is high on the list as well. But the Marlin 60 is the longest made so it just got a head start. On sales, the AR-15 doesn't even make the list for 2018 in the top position either. In fact, it lost that title back in 2015 in annual sales and has been dropping fast since. The Bushmaster used to be the highest in sales but it's gotten so bad that Remington is just about ready to go bankrupt since they ended up putting all their eggs in that one basket because the sales were so good from about 2008 to 2014. Smith, Ruger and Winchester didn't make that mistake. And of course, Colt owns the LE and Military Contracts so they really don't care.
Ruger still sells a ton of Mini-14 and the 10-22 so they are doing just fine. And their new line of high powered sporting rifles in a lot of different calibers are doing great. Plus, their handguns are hard to beat for quality and price. I don't look for this company to cave into the AR BS any time soon.
Smith and Wesson still makes a killing in handguns. They make some of the finest in the world. And they are damned proud of their handguns (just check out the prices, they must be). But people are willing to pay for them. I am still a huge fan of the SW Model 17 .357. I shoot 38 special through it. Smith delved into the AR-15 but never got too serious into it.
Winchester makes one of the finest rifle lines in the world. They have tons of different models and calibers from single shots, shotguns, semi autos, bolt action and more. They also delved into the AR scene a bit but didn't get too carried away.
Remington lost a lot of traction in their old line. While they still made an okay traditional rifle, the quality went down when they started placing their main interest in building the various versions of the Bushmaster. When the AR cult started to break, it almost drug Remington down with it. I have no idea how they are keeping in business now with all the other companies doing a much better job in the other categories. This is a company that will probably not make it unless some rich sugar daddy comes along and dumps some serious money into the coffers. Just a note here. The Bushmaster is still listed as in the top 2 of the top ARs to buy off the shelf for quality. So if you want a decent AR for a decent price, you might consider a Bushmaster.