They are uncommon and bring a good price, but not exceedingly rare. They were fired at the factory, so saying it's never been fired is a bit misleading. And if you happen to have the hang tags and box, you have a real treat worth some decent $$.
If it looks like new, and hasn't been fired.. it'll be worth a bit more than if you fire it. Probably not much, most buyers won't believe it's unfired just because the seller says so. Probably worth just as much as if you say that it's had one box of shells fired.
Rifle dates to 1978.
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