2. May 2006

Boeing BBJ's 10th Aniversary

This year marks the 10th anniversary for Boeing's BBJ programme. Launched in 1996, the business jet unit, formed in cooperation with General Electric, has since grown into a driving player in the business aviation market. Michael Meier reporting from Geneva.

Ten years ago, the Boeing Company didn't expect to step into a big market. At that time, it was assumed that there is a potential for about 6 BBJs a year. At this year's EBACE in Geneva, BBJ president Steven Hill was proud to announce that they sold 108 jets to date, way above the initial target. Even more, as the last six were just ordered during the first months of 2006 and the market still shows a growing potential.

The success of the programme lies in a very competitive and unmatched product. Taking the successful Boeing 737 as a base, the engineers developed a true game-changer. The original BBJ combines the fuselage of the 737-700 with the wing of the 737-800. To extend the range, additional fuel tanks were added, giving the BBJ an intercontinental range.

After some years, Boeing added a second model to start a family. Taking the fuselage of the 737-800, the so-called BBJ2 is about 5 meters longer. However, while having more room, the BBJ doesn't offer as much range as the shorter model does. Still, the BBJ2 found its customers, mainly in the Middle-east market, where size really matters.

Surprising Customer Base

So far, seventy-three customers have ordered 95 BBJs and 13 BBJ2s. About 40 percent of all BBJ customers are private individuals, 37 percent are government heads of state, and the remaining customer segment is divided between corporate and charter operators.

The customer mix has also been a surprise for the BBJ sales team. From the beginning, the BBJ was positioned as a business tool and international companies as well as corporate leaders were seen as potential customers. And despite the fact that these groups ordered significant numbers of BBJS, they were by far outnumbered by those individual clients with the wish for a very unique und exclusive kind of transportation.

Just recently, Boeing changed its marketing approach. The BBJ is now positioned as a lifestyle product for a clientele with rather exclusive travel needs. The new campaign is thus built on the new tagline "Travelling at the speed of life".

And even the most exclusive travel needs can be satisfied with a BBJ, these planes are anything but standard. While Boeing delivers the jets "green", without interior, specialized competition centres take care of that. And the customer is really king there. The design teams take care of almost all the wishes, no matter how extravagant they might be. As long as it can be certified for usage in an aircraft, it's fine.

Growing Family

Driven by the success of the BBJ, Boeing is now adding a third member to the family. As announced at last year's Dubai Air Show, the BBJ3 is now on offer. It will be based on the fuselage of the 737-900, which is even longer than the BBJ2s. The model has again been initiated by potential customers in the Middle-east with the wish for more room.

In Geneva, BBJ's Steven Hill also announced yet another member for the family. Boeing currently develops a quick-change freighter based on the 737-700. Operators will be able to change the airplane's configuration from a freighter to a passenger jet in just six hours. The 737-700C already includes the BBJ-inspired configuration of the 737-700 fuselage and the strengthened landing gear and wings of the 737-800.

It is now under consideration to include this new model into the BBJ family. This decision is subject of a firm order from a BBJ customer for a 737-700C. Steven Hill is confident that a decision to offer the business jet version could be before the end of the year. If launched, it would be called the BBJ C, with C standing for cargo.

Steven Hill's team considers the BBJ C as a perfect governmental multi-roll aircraft that could be used as a freighter as well as an executive aircraft for the heads of the state. Certainly an interesting niche concept.

Michael Meier

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