New gun-rights group: The anti-NRA?

A new gun-rights group, billing itself as a "responsible" version of the NRA not beholden to firearms manufacturers, is set to launch officially July 4.

The American Rifle and Pistol Association, Inc. (amriflepistol.com), was formed earlier this year by a group of business executives from Austin, Texas, to support second-amendment rights, and will have a nonprofit arm for educational purposes.

But the group, which also bills itself as R + P, says its goal is also to seek public safety solutions and a reduction in violent crime in wake of the shooting of school children in Newtown last year.

R + P says it is recognizes, "the urgent need for a fresh, new, independent voice" for a "sane" use of firearms. The group says it is promoting its 'SANE' system, an acronym for safety, advocacy, networking, and education for both gun owners and non-gun owners.

"Historically, the Nation Rifle Association (NRA) has been the most vocal organization on behalf of gun rights," says a press release from the new group. "However, it is debatable as to whether or not their members' voices are truly being heard. It is therefore central to R+P's mission to promote a new collaborative forum where each member's voice is not only heard, but also commands respect and action."

Robert Gelinas, president of the American Rifle and Pistol Association, and CEO of AppXoft, said the group's goal is to offer an independent "third voice" the increasingly polarized national conversation about firearms, with the belief that the NRA is speaking primarily for firearms manufacturers and not, the "90% of responsible gun owners."

Among the group's core principals, it says, is that "any and all restrictions (even if sensible)" are automatically opposed by groups such as the NRA.  Rather, the group believes that, "optimal firearms management solutions can exist where genuine gun rights are protected while public safety is assured."

R + P says it is bipartisan.