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By Bjorn Fehrm
Introduction
01 Feb 2015: Six years ago Tom Enders, then-CEO for Airbus (when the parent was named EADS), threatened to stop the A400M project. He then played hardball to get eight European states to understand they had to pay 5bn Euro more or get no plane. Airbus existence could be threatened by a project that its management when the program was launch (CEO Jean Pierson) did not want but that the politicians convinced Pierson’s successor, Noel Forgeard, to do.
Now Tom Enders is CEO of Airbus Group and has to apologize to the same governments that he struck a deal with then to finish the project if Airbus got the money and a consent to three years of delays. Now Airbus can no longer fulfill the terms and the airplane is still falling short of performance specifications. Deliveries have been delayed further and promised capabilities will be delivered later than said. Like then, heads are rolling at Airbus and tighter control is being applied.
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By Bjorn Fehrm
Introduction
28 Jan 2015: Exactly one week after the first Airbus A350 started regular service between Doha and Frankfurt with Qatar Airways (on 15th of January), upgrades to the A350 capacity was announced by Airbus in a presentation to German investors. The forthcoming upgrade was hinted to media at Airbus annual press conference two weeks ago by Didier Evrard, Airbus head of programs, but no details were given at the time.
The changes were now spelled out more in detail, including pictures of the changed sections of the cabin. Having known about these changes for some time, we can now present the goals of these changes and make a first assessment of how they affect the competitive positioning of the A350.
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By Bjorn Fehrm
Introduction
18 Jan 2015: When visiting Toulouse last week we got the opportunity to talk to Airbus CEO, Fabrice Bregiér, on one of his pet subjects: the need for Airbus to be more innovative.
Background to the discussion was that we had observed that Airbus, after decades of a high innovation level, higher than its main competitor Boeing, had slipped behind in the last decade. We wanted to discuss this with Brégier, who has during his tenure, elevated the innovation theme to one of his top priorities. We wanted to see if we had consensus on the past and understood Airbus way forward.
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Introduction
Jan. 14, 2015: Customer quality counts as much as the raw number of orders, a top Boeing official said yesterday during a bit of counter-programming on the day Airbus held its annual press conference recapping the previous year’s orders and deliveries.
In a tele-press conference, John Wojick, Boeing SVP of Global Sales & Marketing, said, “It’s not just orders, it’s also about the quality. We work very hard to do business that will actually get to deliveries. We have a much stronger history of orders-to-deliveries than our competitor.”
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By Bjorn Fehrm
Introduction
Jan. 12, 2015: One of the subjects which is sure to come up on Airbus annual press conference on Tuesday the 13th in Toulouse will be when and how Airbus will re-engine the A380.
Airbus Commercial CEO Fabrice Bregier vowed during the Airbus Group Global Investors Day last month that an A380neo is coming.
There is much speculation around this subject as the business case of re-engineering an aircraft that is selling at such low numbers is difficult to get to close. The business case is difficult to make work for Airbus (such a project will cost in the order of $2 billion) but it will be equally hard for the engine manufacturers to offer engines that have enough efficiency gain to make the overall project feasible from an efficiency improvement perspective.
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Introduction
Dec. 28, 2014: Two challenges to the duopoly of Airbus and Boeing in the 150-220 seat single-aisle sector move forward in development in 2015, but neither is in a position to be a threat for the balance of this decade, nor even in the next.
Both challenges, the COMAC C919 from China, and the Irkut MC-21 from Russia, will for various reasons fall short of the Airbus A320/321 and Boeing 737-8/9 and plans to design the next generation new single-aisle airplane.
Summary