Airbus wonder proves to be a tactical blunder

The world’s largest passenger plane, Airbus, was hurt by misjudged market trends, internal dysfunction and production problems.

Published on:

20 Feb 2019, 1:57 pm

CAPE TOWN — The saying "go big or go home," was never less appropriate than in the case of Airbus's A380 superjumbo, production models of which are now on the scrapheap. Grounded by a combination of executive political ambition to outdo Boeing's 747 Jumbo competition (and the enthusiastic reception at the initial air shows was deceptively affirming), plus clashing emerging technologies, the project went sideways. With less than half of the 750 massive planes being sold at a production cost of $17bn, the 550 seater was quickly superseded by Boeing's smaller, hyper-efficient twin-engine 787 Dreamliner. Once again, proof that pulling the joy stick all the way back against a flying ace requires a good parachute close to hand. Airbus Chief Executive Tom Enders admitted they were probably "at least 10 years too late," having gambled on marketing conditions persisting. Such volatility reminds us South Africans that, besides Sieners and Sangomas, nowhere can anyone accurately predict the future, let alone safely take bets on it. – Chris Bateman