Leeham News and Analysis
There's more to real news than a news release.
Customer Quality counts as much as orders, says Boeing
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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.”
Summary
- Wojick has a point: Boeing’s customer quality orders historically have been better than Airbus; but
- This is changing. Our Storm Warning Flag assessment shows an improved Airbus customer quality base among the top orders.
- Both companies overbook in anticipation of cancellations and deferrals; Airbus is more aggressive in this practice.
- Airbus had three times the cancellations in 2014 as Boeing.
A380neo decision likely this year, triggering the next widebody engine project
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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.
Summary
- A380 Classic equals Boeing 777-300ER seat fuel costs.
- Boeing 777-9 beats A380 on CASM, an A380neo regains the advantage.
- Engine makers face hard choices to retain dominance or to broaden market penetration.
2015 a year of execution for Embraer commercial
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Introduction
Jan. 7, 2015: Embraer, the world’s #3 commercial airplane manufacturer, enters 2015 viewing this as a year of execution, says its chief commercial officer, John S. Slattery.
There are three pillars:
- Continuing to fill out the balance of the current generation orders and commitments in advance of the E-Jet E2 re-engined airplane scheduled for entry-into-service in 2018;
- Execution to continue to grow the commitments for the E2—there are already 590; and
- Execution for the next several years for the milestones of the E2 development.
Summary
- Customer base goal by the end of 2017;
- Customer support;
- Barriers to entry for competitors.
Airbus/Boeing duopoly single-aisle is safe well into 2030 decade
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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
- The C919’s chief advantage was eliminated when Airbus and Boeing moved to reengine the A320 and 737 families.
- C919 retains pricing advantage but won’t overcome duopoly dominance.
- By the time the C919 enters service, Airbus and Boeing will have the second generation of LEAP and GTF engines available.
- The MC-21 takes into account better passenger comfort through a wider fuselage, but engines will be no better than those used on Airbus and Boeing.
- The MC-21 sales potential will be highly limited because Russia still hasn’t become a full trading partner due to political direction.
Boeing 777-300ER and its replacements; A350-1000 and 777-9X.
By Bjorn Fehrm
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Introduction
Dec. 21, 2014: Last week we did a deep analysis of A380 and its competition. It has been windy weeks for the aircraft since the Airbus Global Investor Forum and it was time to bring some needed facts on the table. These facts showed there is a clear difference between the hype being perpetuated in the media and the reality. As we cleared the situation around the A380, we also touched on the large twins that could fulfill at least parts of its missions.
There has been a lot of discussion around these aircraft as well as they form the battle of titans one level down from A380, the large, long-haul market today dominated by Boeing’s 777-300ER (the A380 does not have a real competitor–the 748i is clearly smaller, in fact so much smaller that it will be engulfed by the 777-9X).
Summary
- The 777-300ER had an exclusive run in its size until launch of the A350-1000;
- The A350-1000 doesn’t enter service until 2017;
- 777-9 EIS set for 2020, with hopes to advance by six months;
- We undertake a full economic analysis which gives good cues as to the future dominance of Boeing or Airbus in this highest margin segment of the market.
A380, a deep analysis of its competitiveness
By Bjorn Fehrm
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Introduction
Dec. 18, 2014: In our Monday article we go behind the scenes of the doubts that were spread over the A380 by Airbus last week. To complete the picture we now update our competitive analysis that we did in February this year. We then compared the A380 to Boeing’s 747-8i, the 777-300ER and the forthcoming 777-9X. We also included Airbus closest aircraft, the A350-1000.
A lot has happened since then. Airbus has done a lot of work on the passenger area of the A380 to offer increased passenger densities and the pictures of the emerging Boeing 777-9X and Airbus A350-1000 is now clearer.
Sales efforts of the A380 has also progressed, with meager results despite adding a leasing proposition what should make the hurdles of operating a small sub-fleet of A380s lower. To understand why, we interviewed Mark Lapidus, the CEO of Amedeo, the leasing company which specializes in financing and leasing of A380s. We wanted specifically to talk to Lapidus about the reactions of the airlines to the A380 and what problems he saw in selling an aircraft of this type.
In preparing the article we also gathered additional info from Airbus and Boeing, from the former around their work on the cabin configurations and densities, from the latter the maintenance costs for the up and coming 777-9X.
Summary
- In our February article we established that an A380 is roughly equal on fuel per passenger transported to the benchmark in the present non-VLA long haul market, the Boeing 777-300ER. We also found that this is highly dependent on how many passengers one assumes for both aircraft in the comparison.
- We could also see that come 2020, when the replacement of the 777-300ER would be available, the 777-9X, A380 would trail with up to 20% in fuel efficiency, once again dependent on how many seats were used in the comparison.
- At the time we only looked at a fuel consumption comparison; we did not include crew cost, maintenance costs, landing and en route fees to generate Cash Operating Costs (COC) or capital costs to come to Direct Operating Cost (DOC). In today’s updated analysis we add these costs items.
- Finally we have talked with Amedeos CEO Mark Lapidus, asking about his discussions with the Airline CEOs and their teams, to understand what the reactions are from the airlines and why has he not placed any A380 with customers yet.
As we did this deeper study, a more nuanced and different picture emerged from the one seen in February. The results busts a number of deeply engraved myths, one being that four engines are more expensive to fly and maintain than two.
A look behind the headlines of Airbus’ Investors Forum
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Update, 0530 PST Dec. 15: Aviation Week posted an article that indicates Airbus and Rolls-Royce are closing in on an engine deal that will lead to the A380neo and a stretch.
Introduction
Last week’s Airbus Global Investors Forum proved to be a debacle due to a rogue customer and two miscues by management.
First, Group CFO Harald Wilhelm indicated Airbus may decide in 2018 to terminate the A380 program, causing consternation from Tim Clark, president of Emirates Airlines, which has 44% of the order book. Airbus Commercial management spent a good part of the next day in damage control.
Second, with little forewarning, Airbus told analysts that production rates for the A330ceo would come down in advance of introduction of the A330neo. This news shouldn’t have come as a surprise, but for some it did. If they had closely followed sales efforts for the A330ceo, the lack of success and the production gap, news that Airbus will bring rates down more than the 1/mo decline previously announced shouldn’t have surprised. Still, Airbus had not previously sent strong enough warning signals.
Third, profit and free cash flow warnings weren’t well received.
Finally, Akbar Al-Baker, the prickly CEO of Qatar Airways, chose the first day of GIF to announce he wasn’t going accept delivery of the first A350-900 three days later.
The result: the stock price plunged 10% on Day 1 of GIF and another 4.3% on Day 2.
Summary
- It’s time to look behind the headlines of the debacle and analyze what the meaning is;
- The implications of Wilhelm’s A380 statement;
- Better detail on the A330 rate reduction; and
- Implications for Boeing.