Figure 1, Airbus A320 cockpit laying the ground for a common cockpit standard. Source: Wikipedia.
The FBW and common cockpit enabled customer pilots to cover a wider range of aircraft with minimal training. Airbus also led the aerodynamic development with high aspect ratio wings for its A320 and A330/340 series aircraft.
Somewhere during the problems with the A380, the creative and innovative spirit got caught in the aim to unify the group, to make sure that the “I make it my way” initiatives stopped in the different national industries that made up Airbus.