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Air Taxi Companies Excel at Public Relations

Air Taxi Companies Excel at Public Relations
The PR Race in the Electric Air Taxi Industry
In the rapidly advancing sector of electric air taxis, public relations efforts have become as vital as technological innovation. Leading US eVTOL (electric vertical takeoff and landing) companies—namely Archer Aviation, Joby Aviation, and the recently public Beta Technologies—are highly active in their media outreach. These firms frequently announce new partnerships, acquisitions, market expansions, and certification milestones, often releasing multiple updates in quick succession. This intense communication strategy reflects a competitive drive to capture investor interest and maintain public visibility.
A recent analysis by boutique firm SMG Consulting has quantified the disparity between PR activity and actual flight testing within the industry. Through a “tongue-in-cheek infographic,” SMG calculated the ratio of flight hours to press releases for major US electric aircraft companies up to December, providing insight into the communication dynamics at play.
According to SMG’s findings, Beta Technologies leads with 63.5 flight hours per press release, while Archer Aviation issues a press release approximately every 18 minutes of flight time. Joby Aviation’s ratio falls between these two extremes. SMG notes that these figures may be influenced by differences in aircraft types; for example, Beta manufactures runway-capable aircraft in addition to eVTOLs, which affects flight hour accumulation.
When focusing exclusively on eVTOL flight hours, the ratios become more concentrated. Joby Aviation emerges as the most prolific in PR relative to flight time, issuing one press release for every 3.2 flight hours. Beta follows with a press release every 36 minutes, and Archer maintains a release every 18 minutes of flight. This data highlights the industry’s heavy reliance on communications to sustain momentum and investor confidence, even as actual operational flight time remains limited.
Challenges Beyond Public Relations
Despite the prominence of PR, air taxi companies face significant challenges behind the scenes. Legal disputes have surfaced, most notably Joby Aviation’s lawsuit against Archer Aviation. Joby alleges that Archer improperly used proprietary information obtained from a former Joby employee to secure a critical partnership. This legal conflict underscores the high stakes and intense competition inherent in the race to commercialize electric air taxis.
Market skepticism also persists, particularly as some companies announce plans to launch operations in regions such as the Middle East before obtaining necessary certifications in the United States and Europe. This approach has raised questions about regulatory preparedness and whether international market ambitions are being prioritized over domestic deployment.
Meanwhile, competitive strategies continue to evolve. Archer Aviation, for example, is actively expanding its air taxi network in Miami, complementing its existing operations in the San Francisco Bay Area, New York, and Los Angeles. These expansions reflect both the ambition and pressure faced by eVTOL companies as they strive to translate media attention into tangible operational progress.
As the industry accelerates toward commercial service, the interplay between publicity and actual advancement remains a defining characteristic—one that will be closely monitored by investors, regulators, and the public alike.

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