It could well be that potential A320 buyers are sitting on the sideline until Airbus has decided on the A320 NEO. They first want to see, what the numbers look like. Especially the leasing companies are worried because an advanced version of the 25 year old bestseller certainly would affect residual values of their fleets of A320 Classics.
However, I think the main reason is that a 737 NEO has already started rolling from the production line in Renton.
It can be visited in the Boeing mock-up center. It is the 737 with the so called Sky Interior. Using the technology and the design language of the revolutionary 787 interior, it sets a new standard in the narrowbody world. I have seen it myself some weeks ago. It is mind blowing. From the passenger perspective the 737 has become an airplane of a new generation.
The new cabin is spacious, modern and friendly. Instead of hatracks which make you sprain your neck when taking or leaving even an aisle seat, there is ample headroom now - even for someone who unlike me is six foot five. At the same time the new pivoted bins are significantly more spacious than the old ones. Don’t ask me, how they did it. The cabin will be quieter as well (although that's a difference you can't notice in a mock-up).
Yes, this interior makes every other 737 and every A320 look old. No wonder that since it has been available as an alternative to the conventional interior, most of the customers have opted for it.
The discussion whether the A320 or the 737 offers better passenger comfort has always been an exaggerated marketing thing – more a question of creative measuring and a matter of belief and taste than of relevant facts. But now there is a clear leader, perceptible to any passenger and visible to the naked eye. No tape measure required.
In the real world there is not that much difference in the economics of both airplanes (pros and cons depend more on specific operation of an airline). Therefor the new cabin makes an even bigger difference. As this year’s sales numbers are indicating it seems to turn the tide in this important market segment in favour of Boeing.
For two reasons Toulouse needs to find an answer to this:
- Airbus can’t afford being outsold like this year because the A320 family is its main cash cow (besides the A330).
- The 737-700 now is less vulnerable from a possible market success of the Bombardier CSeries, which has a contemporary cabin design as well. The A319 isn't.
Heinrich Grossbongardt
h.grossbongardt@expairtise.com
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This is one clear example on how Industrial Design applied effectively in addressing both passengers and carriers needs can make a massive difference in the airplane orders logbook, let alone the whole passengers flying experience enhancement. Boeing, and its longtime design partner Teague, have always been very clever not only into designing eye catching and functional interiors but also into making the new interiors look & feel quickly available to the rest of the aircraft family range; proving to be a highly successful marketing tool. Though Airbus has a very interesting approach to cabin design as well, let’s wait and see if by applying the new cabin design guidelines of the upcoming A350 into its down-market siblings, the A320 family, can turn the orders book around.
ReplyDeleteI will say that this is streaks ahead of anything else in the same class at the moment. I think another reason for the slow uptake of the Airbus is the fact that they've been dropping engines for no apparent reason recently and have been recalled for a replacement. With the relesea of the new Boeing and the, impending(?), release of the similair Airbus there will be a lot of airlines looking to upgrade their fleets including private airlines who need to have the best for their business jet charters and private jet rentals for those who can still afford them.
ReplyDeleteMaybe with the A320 NEO, C919 and CSeries in sight, Boeing got aggressive on price?
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