Page 12 - AA 2018_09

C Serious

NOTAM
GERARD FRAWLEY
Airbus adds its brand power to Bombardier’s C Series

haven’t put eyes on it in the flesh And despite some initial cognitive jet?) is a whole new territory.
myself, but I have to agree with dissonance, the A220 does look like In a conservative business, airlines,
John Walton’s assessment in his an Airbus, a hint of Sharklet winglets and more importantly the leasing
I Farnborough Airshow report here, a touch of A350 windscreen and finance companies that finance
this issue that seeing the erstwhile there. It wears the Airbus livery more their aircraft, are extremely cautious
Bombardier C Series painted up in full comfortably than the McDonnell in taking on aeroplanes for which
Airbus house colours and redesignated Douglas MD-95’s transformation into there is a perceived weak secondary
the A220 is “a source of no little the Boeing 717. market, and hence weak residual
cognitive dissonance”. If Airbus can make the A220 a values (think A380). On the other
But that was clearly the point. In sales winner where Bombardier could hand, Airbus’s own A320 and Boeing’s
taking on the C Series and adding it to not with the C Series, it will validate 737 are proven, low-risk financial
its own product line as unequivocally yet again that success in business propositions. No airline CFO was ever
an Airbus, the European planemaker is much more than having a good fired for ordering a 737 or an A320.
has sent a clear signal that its full product – which the C Series/A220 Both the A320 and 737 are
weight is behind the until now clearly is – it is due to having effective excellent aeroplanes, but they are
Will the A220 reach new heights struggling narrowbody airliner marketing and sales teams, and strong also (relatively) easily trade-able
under the Airbus brand? airbus program. after-sales support and back-up. commodities. A good second-hand 737
or A320 with plenty of economic life
left in it won’t sit idle for long.
And that has been the chicken and
egg challenge facing the aeroplane
formerly known as the C Series – if
few major airlines have ordered it,
no matter its technical excellence,
few others will, for fear of taking an
orphan into the fleet.
But what Airbus, and the Airbus
brand bring to the A220 is that
assurance that the aircraft is no
more an orphan. And what it also
brings is the muscle and clout to
drive a virtuous circle – the Airbus
brand brings reassurance to airlines
considering ordering the A220,
and the more airlines and leasing
companies that order it, the more
Where the C Series, sorry, A220 All those elements, and more, Airbus can reduce the cost and price
goes from here will provide a combine to make up brand equity. of the aircraft thanks to economies of
fascinating insight into the strength of And it is really brand equity that scale, and thus the more attractive a
the Airbus brand. Despite a protracted Airbus brings to the C Series. On its proposition the aircraft becomes to
development, the Canadian-built own the C Series was a good aeroplane more airlines and financiers.
jetliner offers promising payload- but something of an orphan. Airlines It is exactly that virtuous circle that
range performance, excellent were used to dealing with Bombardier has driven the incredible success of
operating economics and a fantastic as a manufacturer of excellent regional the A320 and 737 series.
passenger experience with its turboprops and jets (Q400, CRJ etc), It will be fascinating to see how
five-abreast economy class seating but mainline jets (can a 100-130 much of that success can be brought to
configuration. seater really be considered a ‘regional’ the new baby Airbus.

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