Airbus Draws Another Blank With Emirates As Deal Remains Elusive

For Airbus SE, the biennial airshow in Dubai is starting to follow a pattern that’s both familiar and painful: The European planemaker pitches its biggest aircraft to local champion Emirates, only to come up empty as Boeing Co gets showered in orders.

That sequence of events played out again this week, when Emirates announced on the first day of the expo that it would purchase 65 additional 777X aircraft from Boeing at a list price of $38bn, extending its commitment to the US company’s largest jetliner. 

Airbus, meanwhile, had hoped to finally land a deal with Emirates for its A350-1000 jet that’s similar in size to the Boeing model. Instead, Emirates President Tim Clark said he’s in no rush to even consider that plane, and he’d need to be convinced of improved performance before he makes a deal.

Clark’s comments were reminiscent of the Dubai show two years ago, where he also threw his support behind the Boeing plane while calling the Airbus model’s engines “defective” because of what he saw as their unacceptable durability in hot and demanding climates such as Dubai’s.

He threw in a small consolation prize at the time, ordering the shorter A350-900, albeit in unusually low quantities for an airline known for making a big splash, particularly on its home turf. The Middle East is among the most important venues for Boeing and Airbus to sell their wares, with a clutch of carriers — from Qatar Airways to Etihad Airways PJSC to Riyadh Air — placing huge orders as they funnel global passenger streams through their regional hubs. Boeing has had the added advantage of political backing, with President Donald Trump using his clout in the region to reel in large deals. Airbus acknowledged this week in Dubai that it has to work harder to compensate for that kind of support. The A350-1000 comes with only one type of engine, as does the 777 aircraft that’s powered by General Electric Co.

That lack of choice makes airframe makers more beholden to their most important suppliers, which can, in turn, complicate negotiations for new plane deals. “Airlines want a choice,” Clark said. “We’ve impressed that upon Airbus. Perhaps if they like to do something in the future they might want to think about providing a choice.” Airbus has previously suffered the ignominy of witnessing Boeing walk away with a big deal while it came up blank.

At the 2017 Dubai show, Airbus was assured of a big purchase by Emirates for its since-discontinued A380 jumbo, only to watch the deal evaporate and Emirates instead hand a $15bn order to Boeing. Clark said on Tuesday that Airbus needs to work on the A350-1000 engine, which is supplied by Rolls-Royce Holdings Plc, because dispatch reliability is crucial for Emirates and the engine now can’t meet those requirements. Since the last Dubai show, Rolls-Royce has embarked on a comprehensive upgrade program for the engine as well as other models to improve that reliability.

Emirates is the largest buyer of widebody Boeing aircraft and also the largest operator of the A380 double-decker, which Clark long championed but was unable to get Airbus to keep building. 

Its massive fleet gives Clark a powerful voice as he pushes manufacturers to improve their products. “We generally speak for the industry, and people will follow up with what we are going to be doing,” Clark told journalists at a meeting Tuesday. 

To be sure, other operators of the A350-1000 in the region don’t share Clark’s pessimism, even as they operate in the same climatic conditions.

On Tuesday, Etihad agreed to purchase seven additional A350-1000 aircraft, and Chief Executive Officer Antonoaldo Neves said at a press conference that he’s very satisfied with the aircraft’s performance. Sitting alongside Neves was Christian Scherer, the Airbus executive in charge of the commercial aircraft business, who has spent years as head of sales trying to convince Clark to finally buy his company’s biggest jet — but to no avail. 

On Tuesday, Scherer struck a more defiant tone, saying his company has a product that’s both popular with many customers and arguably superior to Boeing’s plane, according to feedback from airlines. “We listen to what our customers tell us,” Scherer said. “Quite a few customers tell us that with the 350-1000, you have a really good platform which happens to be a whole lot lighter and more efficient than your competitor.”