A new company with a radically new product, NovX is combining interesting technologies and bringing to market a product that challenges our understanding of what personal defense ammunition can and should be. Combining the fluted 65-gr. ARX poly/copper projectile with the SST steel/NAS3 case, NovX has created a 9 mm Luger cartridge that powers the bullet to more than 1700 f.p.s. from a compact pistol barrel and generates more than 400 ft.-lbs. of energy—that’s comparable to the hitting power of a 230-gr. +P .45 ACP load, but in a lightweight, low-recoil 9-mm package. As for terminal effects, when the ARX projectile encounters liquid-based mediums—like gel, clay or flesh—the bullet’s channeling flutes and very-fast spin rate, 120,000 r.p.m., actually create a Venturi effect that ejects material so fast—perhaps 3800-4000 f.p.s.—that it actually breaks the liquid sound barrier, and creates a liquid sonic boom. Because this liquid sonic boom takes place within the target, the terminal effects are downright devastating. There is still a lot to be learned about the potential of this technologically advanced ammunition, but the American Rifleman staff hosted the folks from NovX for a private range demonstration, and Mark Keefe got to talk shop with NovX President and CEO Scott Schultz. Watch the video above to see some of the action and to catch the interview.