The single aisle wars took a turn against Boeing during 2015, the
A320-321NEO outgunned the 737 MAX during the year. That wasn't supposed to
happen and even Boeing aficionados are left wondering what happened. An
analysis has started by Boeing on what to expect next year, and what's going on
where they didn't shrink the Airbus lead over the MAX. Before any bridge
jumping starts by Boeing execs, let's us try to spin an answer.
- The big picture
is the very big picture, is a solace in any industry
- The lead in the
market is something first places loses not what second place takes.
- 2014 spent Boeing energy dampening 2015's potential
- Is the Max
really the MAX
- Let's see what
2016 does before resigning and base jumping from buildings without a plan
Starting
with the big picture point, it’s a marathon not a sprint kind of approach
allows for off segments of time. Boeing hit the hill a little later than Airbus
in this race, as Airbus was sprinting downhill on the course. Is this notion an
imaginary hopefulness of wishful thinking on Boeing's part or is Airbus turning
a positive corner for its single aisle going way beyond Boeing's own
expectation?
The
answer is so complex where "time" shakes out the truth on the matter. The Winging
It take: is about the A320NEO entry into service during January 2016 causing a market
ordering flurry in 2015. Emboldened purchasing by more Airbus customers and some new Airbus
customers, and adding orders during the 2015 line-up?
Otherwise getting
in-line sooner rather than later, while amping up orders for the NEO before its entry into
service arrived.
In summary, a trickle down impact occurred for Airbus, as the entry into
service factor joined the market. The Max is now facing a order
saturation with the market sponge before its own entry into service arrives. The Max will increase its
sales during its moment of entry, but will have less market absorption room
because the NEO was first to enter service.
However, the other take is
the Airbus NEO was a better deal for the customer. The big picture numerator
over the time denominator will say who is right on this matter.
Having
a lead in time and space remains up to second place to take away from the first one out
with the single aisle announcement. The 787 vs A350 battle proves there is merit with this
assumption. Boeing jumped first with an all new plastic concept of the unproven
wide body. It now maintains a lead over Airbus by a significant margin as its
lead is 1,142 to Airbus' 775 booked, as both wide bodies are flying, Airbus
struggles to catch Boeing.
In the A320NEO case this is true when comparing with the MAX.
The Airbus announcement head start will carry for a decade its first place position, and before any reasonable
analysis can conclude a meaningful outcome.
In
2014 Boeing ramped up closing on orders suspended by customer hesitations. Now 2015 came
and went with order potential already spent. Boeing knew this at the beginning
of 2015, as it forecast sales for only 755 units will be sold per guidance. The year
2016 will be an interesting wild card year for Boeing guidance, and should be
adhered to by investors. If the bigger picture plays out in Boeing's favor, then
2016 will reflex the order book in a snappy way often found when letting go of
a stretched-out rubber band. It will spring back with a solid 2016 order book
yet to be disclosed.
The
spring back includes the MAX being everything Boeing purports it to be, a better
aircraft than the NEO version in the single aisle market. When its flight testing begins there
maybe two different scenarios Boeing will play.
The MAX is fantastic, or the
MAX meets Boeing's expectation.
Anything short exclaiming a "Fantastic"
report means a long road to market relevance. The market expectation was
already set by the NEO even before the 737 Max was announced. If the MAX
becomes the real MAX envisioned, then Boeing has a winner making a lot of "should of", "would of", and "Could of" customers, who ordered
the A320NEO, blush. I believe the MAX is the MAX and Boeing has a winner
eventually flipping single aisle back into Boeing's favor by 2020.
Boeing
will have a "No Building Base Jumping" year. The orders for Boeing
for 2016 and the over-ordering for Airbus during 2015 will correct the current balance difference, significantly. Boeing will go 1,000 plus orders as the MAX approaches first
flight in 2016, and the 787 goes sub "A350 backlog" during first part of
2016, and then goes back up above A350 Backlog from its robust production and order pacing. The 767 finds more freight calls with UPS and others. The orders come
from market pressure out of many different ways and means.
The
"Big IF" in most break room conversations regarding 2015, will
disappear into comments about how did Boeing do that during 2016?