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It's hardly a new idea. Marlin had (and discontinued) their Glenfield line, Winchester had their Ranger. Even Weatherby did it with their Vanguard line.
Savage originally bought the Stevens company and continued to use that name on their lower-tier line and shotguns. They're just going back to it now is all. As pointed out above, Savage has been moving up in the market lately, and offering more and more up-scale guns as they did. To keep the entry-level niche market, they're taking this already proven step. Smart.
In fact, I always thought it was stupid for Remington to make the 710 under the Remington name. The smart thing would have been to re-brand it to a "Little Green" product line.
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