Pentagon focuses on Bullseye as the global missile competition intensifies rapidly

On April 7, 2025, General Atomics Electromagnetic Systems (GA-EMS), a defense technology company located in San Diego, announced a major collaboration with Rafael Advanced Defense Systems, an Israeli firm recognized for its advanced missile technologies.

The two organizations have entered into a memorandum of understanding to co-develop and produce a new long-range, precision-guided missile named Bullseye, designed for deployment by the U.S. military and its allied forces. This missile, which can be launched from air, ground, or maritime platforms, is based on the design of Rafael’s Ice Breaker missile and aims to provide a versatile and cost-efficient solution for precision strikes.

This announcement was made during the Navy League’s Sea-Air-Space Conference in National Harbor, Maryland, representing a significant advancement in U.S.-Israeli defense cooperation, with production expected to occur at GA-EMS’s facility in Tupelo, Mississippi.

Although the Pentagon has not yet confirmed plans to acquire Bullseye, the missile’s advanced development stage and Rafael’s existing contracts with undisclosed clients indicate its potential to transform modern combat.

The Bullseye missile is the result of a partnership that draws on decades of expertise from both sides of the Atlantic. GA-EMS, a subsidiary of General Atomics, has a strong track record in advancing military technology.

The company has historically focused on developing electromagnetic systems, including railguns and aircraft launch systems for U.S. Navy carriers, while also contributing to missile defense and space technology. Rafael, based in Haifa, Israel, adds its own impressive credentials to this partnership.

The company is globally recognized for its innovative missile systems, including the Spike anti-tank missile and the Iron Dome air defense system, which has been operational since 2011 and is credited with intercepting thousands of rockets targeting Israeli territory.

The Ice Breaker, which serves as the basis for Bullseye, is a fifth-generation missile currently in production. Rafael has reported that there are around 1,200 units ordered from undisclosed clients, as stated in a report to Breaking Defense. Deliveries for these orders are anticipated to commence by the end of this year.

Bullseye distinguishes itself through its versatility and advanced development. It is engineered to function across various platforms—aircraft, ground launchers, and naval vessels—making it a versatile asset for diverse mission requirements.

Its modular architecture facilitates incremental enhancements, allowing it to adjust to emerging threats without necessitating a complete redesign. Scott Forney, president of GA-EMS, highlighted this flexibility during his speech at the conference, stating, “We are thrilled to collaborate with Rafael to launch Bullseye, a highly effective deep-strike missile. Bullseye will be manufactured in the U.S. for delivery to U.S. military clients, supporting a range of critical precision-fire missions for the Department of Defense and coalition partners.”

The missile has achieved Technology Readiness Level [TRL] 8, a Pentagon standard indicating that it has undergone testing in realistic conditions and is approaching operational readiness.

Rafael has performed comprehensive testing on aerodynamics, propulsion, seeker technology, and launch integration, positioning Bullseye as a nearly complete product rather than a mere concept.

However, the U.S. Department of Defense has yet to place any orders for Bullseye, raising concerns about its immediate prospects. A GA-EMS representative informed Breaking Defense that the company is “actively engaging with potential U.S. customers across various services” to assess how the missile could fulfill their requirements.

This absence of commitment from the Pentagon contrasts with Rafael’s existing contracts, suggesting that while the technology is validated, its acceptance by U.S. forces may depend on bureaucratic or strategic considerations.

Forney suggested that there could be significant cost advantages, indicating that by utilizing Rafael’s previous investment in the Ice Breaker’s development, GA-EMS can “minimize risk and development expenses while delivering a high-performance, precision-guided missile at a substantial reduction in per-unit costs.”

This proposition may resonate with the Pentagon, which is increasingly prioritizing cost-effectiveness in light of escalating defense budgets, projected to reach $849.8 billion in fiscal year 2025, as reported by the Congressional Budget Office.

The lack of U.S. orders necessitates an examination of the factors hindering adoption. One potential reason is the competition posed by established systems already present in the U.S. arsenal. The Joint Air-to-Surface Standoff Missile (JASSM), manufactured by Lockheed Martin, has been a reliable option for long-range precision strikes since its debut in 1998.

With a range surpassing 230 miles and stealth features, JASSM has demonstrated its effectiveness in various conflicts, including its use in 2018 to target chemical weapons facilities in Syria. Likewise, the Long-Range Anti-Ship Missile (LRASM), also from Lockheed Martin, provides a naval strike capability with a range exceeding 300 miles and sophisticated targeting systems.

Both of these systems are fully integrated into U.S. military operations, backed by extensive testing and a strong supply chain. While Bullseye offers promising multi-platform versatility, it must establish its unique position in this competitive landscape. Its modular design could serve as a distinguishing factor, enabling it to adapt to specific mission requirements that JASSM or LRASM may not fulfill as effectively. However, persuading the Pentagon to allocate resources to a new system presents a significant challenge.

In addition to technical competition, strategic priorities may influence decisions as well. The U.S. military is increasingly focused on countering near-peer threats such as China and Russia, whose advanced air defenses and hypersonic weaponry have altered the dynamics of modern warfare. In this environment, a missile like Bullseye, built on Rafael’s proven combat technology, could provide a valuable advantage.

Yuval Miller, the executive vice president and leader of Rafael’s Air & C4ISR Systems Division, highlighted a crucial aspect: “By integrating Rafael’s proven 5th Generation missile technologies with GA-EMS’s expertise in advanced manufacturing, assembly, integration, and testing, Bullseye will provide unmatched accuracy, flexibility, and cost-effectiveness, equipping warfighters with a cutting-edge missile system that not only strikes its target but also adapts to changing mission requirements.”

This focus on flexibility is in line with the Pentagon’s initiative for multi-domain operations, which necessitates seamless coordination among air, land, and sea forces—a concept that has been evaluated in exercises such as the Rim of the Pacific [RIMPAC] in 2024.

For Rafael, collaborating with GA-EMS signifies more than a mere manufacturing agreement; it is a strategic effort to enhance its presence in the U.S. market. Israel’s defense sector has historically depended on domestic innovation to address its security challenges, given the nation’s geopolitical context.

A prime example is the Iron Dome, which was created in response to rocket threats from Hamas and Hezbollah, achieving its first successful interception in April 2011. Rafael’s partnership with GA-EMS could strengthen its international reputation, positioning it as a vital supplier to NATO allies and other U.S. partners. Nevertheless, relocating production to Tupelo raises concerns regarding Israel’s oversight of its intellectual property.

The memorandum guarantees that Bullseye will adhere to U.S. military standards; however, Rafael must weigh the advantages of this partnership against the potential risk of compromising its technological superiority. This issue has been a concern in previous U.S.-Israeli defense collaborations, notably during the joint development of the Arrow missile defense system in the 1980s.

The Tupelo facility stands as a significant achievement for GA-EMS. Situated in Mississippi’s Golden Triangle region, this Manufacturing Center of Excellence has evolved into a center for cutting-edge defense production.

This site employs hundreds of highly skilled workers and is capable of managing intricate assembly and integration processes, including electromagnetic launch systems and missile payloads. Local officials view the Bullseye initiative as a significant economic opportunity, with the potential to generate jobs and draw in additional investments.

The facility’s function aligns with a broader trend of defense manufacturing returning to the U.S., motivated by concerns regarding supply chain security and the need to lessen dependence on foreign production. This shift has been intensified by disruptions caused by the COVID-19 pandemic and rising tensions with China over essential technologies.

On a global scale, the introduction of Bullseye contributes to a larger narrative of technological competition. Russia’s Kinzhal hypersonic missile, which has been operational in Ukraine since 2022, reaches speeds surpassing Mach 10 and has a range exceeding 1,200 miles, posing a significant challenge to Western air defense systems.

China’s DF-17, a hypersonic ballistic missile introduced in 2019, highlights Beijing’s aspirations for advanced precision strike capabilities. Although the specific details of Bullseye remain confidential, its versatile design and Rafael’s proven expertise indicate it may effectively address such threats through swift and adaptable deployment.

The missile’s capacity to be launched from maritime platforms could be crucial in the Indo-Pacific region, where demonstrating naval strength is essential for deterring Chinese aggression. In Eastern Europe, where NATO confronts Russian military presence at its borders, Bullseye’s ground-launch capabilities could enhance deterrence against Moscow’s expanding arsenal.

Precision-guided munitions have historically revolutionized warfare since their widespread use in the late 20th century. The U.S. first showcased their effectiveness during the Gulf War in 1991, when laser-guided bombs achieved remarkable accuracy in targeting Iraqi installations.

Over the years, these weapons have transitioned from specialized tools to vital elements of military strategy, allowing for strikes with minimal collateral damage—a capability proven in conflicts such as those in Afghanistan and Libya.

Bullseye builds upon this historical foundation, but its modular design reflects a contemporary shift towards flexibility, similar to the U.S. Army’s Precision Strike Missile (PrSM), which began testing in 2019 and aims to replace outdated munitions with a range exceeding 300 miles.

Envision a potential conflict in the South China Sea, where U.S. naval forces encounter Chinese anti-ship missiles. A carrier strike group, armed with Bullseye, launches the missile from a destroyer to target a distant enemy radar site. At the same time, an Air Force F-35 deploys another Bullseye from the air, hitting a mobile command center.

The missile’s versatility in adapting to both sea-based and air-launched missions illustrates its potential to integrate operations across different domains. In a European context, ground-based Bullseye units could assist NATO forces by targeting Russian artillery that lies beyond the capabilities of traditional systems.

These scenarios underscore the objectives of GA-EMS and Rafael: to create a weapon that adapts to the battlefield’s requirements, rather than compelling commanders to work within its constraints.

As Bullseye approaches production, its eventual influence remains unclear. The missile’s advanced development and Rafael’s current orders indicate a viable market, yet the Pentagon’s reluctance suggests underlying issues—be they bureaucratic delays, financial limitations, or a preference for established technologies.

For GA-EMS, collaborating with Rafael presents an opportunity to solidify its position in the precision-strike sector, while for Rafael, it allows for strengthening relationships with the largest defense budget in the world. More broadly, Bullseye symbolizes the ongoing competition to maintain technological dominance amid rising global tensions.

Will it transform warfare for the U.S. and its allies, or will it remain a specialized option overshadowed by more established systems? The outcome may hinge less on the missile itself and more on the strategic decisions made in Washington in the years ahead.