European Aircraft Industry: How can Airbus widen the appeal of the A380? - by Murdo Morrison

Emirates Airbus-380

Airbus sensed it could be a long haul, but almost a decade after the world’s largest airliner took to the skies for the first time, A380 sales remain underwhelming.

Although, at 324, orders are edging towards acceptability seven years after entry into service, the A380 has yet to become a game-changer in the long-haul market the way the Boeing 747 was in the 1970s and 1980s.

One airline, Emirates, has put the A380 at the heart of its fleet strategy. But for other blue-chip carriers, from British Airways to Singapore Airlines, the quadjet remains a niche product, filling a role on the densest trunk routes.

Some see Emirates’ faith in the A380 as a good thing for Airbus – the Dubai-based airline has stuck with the type even after cancelling a deal in June for 70 of Toulouse’s other big widebody, the A350.

Emirates’ commitment for 50 more superjumbos at November 2013’s Dubai air show takes its total orders to 140 – more than four in 10 of all A380 sales, and well over a quarter of the backlog. However, sceptics view the Gulf carrier’s unique business model as evidence that the A380 will struggle to replace even the dozens of 747s still in service – let alone find customers in new market segments.

For Airbus, the great hope is that passengers wowed by the roomy environment – and not just the novelty – of the airliner will convince existing A380 operators, and possibly their competitors, to place further orders
Read more> ANALYSIS: How can Airbus widen the appeal of the A380? - 6/20/2014 - Flight Global