737 MAX to roll out to Boeing product strategy challenges

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The Boeing 737-8 rolls out tomorrow to challenges to Boeing's product strategy. Image via Google images.

Dec. 7, 2015, © Leeham Co: Boeing rolls out its first 737 MAX tomorrow to no press fanfare. Today there is a limited press tour of the assembly line, but, according to reporters who were invited, there will be no press briefings.

It’s an inexplicably low-key event for what Boeing otherwise touts as a major evolution of the venerable 737 line.

As good as Boeing claims the airplane will be, and as much spin as Boeing’s marketing department tries to put on the rivalry vs the Airbus A320neo, the 737 MAX clearly is second fiddle—and it’s not going to get better.


  • Airbus holds a commanding market share: 60% to 40% of the family comparisons.
  • Airbus holds about a 55% share of the A320neo vs 737-8 comparison.
  • The A321neo outsells the 737-9 by about 4:1.
  • Boeing faces cash flow challenges in 2020 decade.

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