Boeing's New Strategy

Since the Max program was found severally flawed, Boeing has pivoted towards its widebody offering until an all-clear signal is sent from its single-aisle offering, which may fly once again going to the next big airshow after Paris. Boeing has pivoted towards its 787 and 777X models, which it has been working within the market place over the last six months. Expect a few surprising announcements at Paris this year from Boeing. Maybe another 20 777X or 20 787's will be offered up at the center announcing stage, but it has feinted towards featuring its innovation over sales announcements at this year's airshow. Therefore, Boeing's pivot is an attempt to seamlessly move its game over the market board by quietly ignoring the single-aisle segment at this year's Airshow. My unofficial prediction is for about $7 billion in Boeing aircraft sales. 

Stratolaunch is a metaphor for Boeing Strategy of "Big"

Airbus should crush the single-aisle segment with over 100 A320's/A321's totaling around $10 billion US. It will also add another half dozen A350's from all classes for another $2 billion in sales, totaling a show-stopping $12 billion in sales. Yes, Boeing is going to lose this year's show in total sales but will its pivot to innovation and widebody work? 

Five years out will give the hindsight analysis on this question. At which time the Max will have flown again and a new single-aisle is on the board with taller landing gears, better engine configuration, and more assembly efficiency found within its frame. 2025 writes the advent of a new "737" announcement during the same time the 797 enters service. A new Boeing single-aisle will offer congruency with the 797 progressions. If a pilot flies a "new" single-aisle it can also fly a 787 as well, with little preparation for learning its capabilities and nature.

Boeing's new strategy is doing what it does best and the 737 is under "fix" mode in the meantime. Long ago it had lined out a strategy for bracketing Airbus offering in a model by model box between the 787 and 777 models. The A350-1000 or 2000 won't approach the 777X family of aircraft and the 787-9 is a mini Jumbo filling the long and thin distance niche airlines require.  Boeing may have trapped Airbus in a development quagmire using the 777 300ER frames as the basis for the next great airplane found in the 777X. Once the GE engine is matriculated from development hell it can and will outdo anything Airbus can offer from Rolls Royce. The English engine maker has fallen ten years behind GE.

Airbus is married to Rolls out of Euro loyalties and a GE powered Boeing will dominate going forward. Rolls can only do too little with a too much goal. GE is just now refining what Rolls is dreaming about with its engine offering. Boeing's strategy has gone big again.