Richard Aboulafia has written a scathing criticism of Boeing’s loss in his October newsletter which finds that Boeing’s management lost a contest which was entirely Boeing’s to lose and that’s not nothing.
Particularly when it comes from Aboulafia.
Aboulafia criticizes Boeing for much the same things I did just 2 days ago and the only notable part of that is that it is easy to make that criticism at this point. The evidence has become obvious.
Next up is what will Boeing do to keep ANA in the Boeing fold? If this were Boeing in even the early 2000′s, I would bet on them finding a way to keep ANA in the 777-X. A deal would be made and a crisis averted.
I think the fight for ANA business will be epic and I think Airbus’ John Leahy will be smirking at Boeing in a very justified way. Leahy and his team have spent 3 years taking a par product and a company that is simply executing in an acceptable manner and parlayed that into big wins.
There used to be one thing I would identify as the key to Southwest Airlines’ success. They did exactly what they said they would do. They didn’t promise sunshine and roses and the world’s greatest experience onboard their airplanes. They simply promised to try hard to be nice to you, try hard to get you where you are going on time and to do it at a price that struck most as reasonable.
Southwest made no extraordinary achievements in winning its very loyal customer base. It performed no superhuman tricks to beat its competitors. It didn’t even promise a reserved seat and it still won.
That’s what Airbus is doing. They’re winning with a management that is merely setting reasonable schedules, designing reasonable aircraft and doing it all with no great promise of huge advancement. They doing what they say they are going to do and the airlines are noticing.
The question is . . . has Boeing noticed that?