Boeing Changes Its Public Tactics

This blog perceives a change in Boeing's management of public relations. This is long over due since Airbus plays a game of big announcements long after Boeing reals off a massive order announcements at the Dubai Airshow 2017 for 175 of its Max aircraft where Airbus is only seen at the Dubai finish line with "fewer" orders. The next big deal from Airbus comes with an announced 430 A320-NEO's near the end of the year. Airbus caught Boeing in a Mouth Breathing Awkward Moment (MBAM !!!).

Its no wonder that Boeing considers changing announcement strategy when considering how Airbus likes to "play the game" with its customers. Overall, the final numbers will bear out the mega builders competition in some sort of conclusion. However, Airbus seeks a bang-for-the-buck announcement format on newly minted orders after Boeing commits its own data causing MBAM moments.

Boeing on the other hand has held a policy of letting the customer run the announcement show through allowing customers the option of identifying any new finalized orders by name. Once a deal is signed Boeing can announce an order by customer name or restricts itself  as unidentified depending on what the customer wants. Traditionally, Boeing has updated its own order reporting as once a week update. The order reporting is changing in 2018 to a once a month order book update on its web site, making it more difficult for Airbus to play the announcement game when once a month reporting is installed by Boeing. In other words an Airbus announcement of 430 single aisle ordered will compare with a Boeing monthly total making the impact of a deal of this magnitude seem more realistic.

The year ending for 2017 is still counting on the Airbus side of its accountants as they still are working on boosting Airbus order numbers for its stockholders. Boeing reported a net 912 commercial aircraft orders. Next week Airbus said it will release its 2017 order number. The net number is key in this comparison.

Without Airbus December numbers, it reports 333 net orders through November 30, 2017. Boeing also reported 912 net orders by years end.  

What tells the observer is this, Airbus needs another 149 net orders and adding the 430 A320's just announced for matching Boeing's order book in unit numbers. The Airbus business model requires more orders added next week beyond the 430 A320 orders counted on, which is already reported by its press bulletins. Using "Airbus Data" from end of November requires it must show December orders having a total of 579 new orders booked in December to match the Boeing net of 912 units. Airbus could do it if it has sandbagged 600 orders for December during 2017.