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Should Airbus Adopt Boeing’s Aggressive Advocacy Approach?

Should Airbus Adopt Boeing’s Aggressive Advocacy Approach?
Industry Dynamics and Order Book Realities
While former US President Donald Trump continues to vocally champion Boeing’s recent successes, Airbus has maintained a notably quieter presence on the global stage. Despite this, the European manufacturer currently leads the race in unfilled orders, underscoring a complex competitive landscape. According to Pascal Fabre, a consultant at AlixPartners, the current contest between the two aerospace giants is less about securing new orders and more focused on operational execution and timely deliveries. Airbus’s backlog for its A320 and A350 models is so substantial that delivery slots are effectively booked until 2030. At present, Airbus holds 8,716 unfilled orders, significantly outpacing Boeing’s 6,531.
Trump recently highlighted an $8 billion Boeing order from Uzbekistan on his Truth Social platform, describing it as “a GREAT deal.” This year appears promising for Boeing, with speculation about a new contract with Turkey and a substantial $96 billion order from Qatar following Trump’s visit in May. However, Fabre cautions that many state-backed customers, including Qatar, Turkey, and China, tend to alternate their purchases between Airbus and Boeing, which diminishes the long-term impact of any single contract.
Lobbying Efforts and Market Performance
In 2024, Boeing has secured 725 orders compared to Airbus’s 600. Airbus’s own lobbying initiatives have produced tangible results. During French President Emmanuel Macron’s visit to Vietnam in May, Vietjet Air announced plans to acquire 20 Airbus A330-900 aircraft valued at €7 billion. In June, LOT Polish Airlines placed its first-ever order with Airbus for 40 planes amid concerns over US security commitments. July saw Ireland-based leasing company Avolon commit to purchasing 90 Airbus aircraft, with a total value of €12.4 billion.
Despite these achievements, Boeing’s reputation has been hampered by persistent delivery delays. Grant Holve of Forecast International emphasized that while Trump’s promotion of Boeing’s deals is positive, the company has struggled to fulfill orders consistently over the past five to ten years. This delivery shortfall remains a critical challenge for Boeing’s credibility.
Strategic Considerations and Industry Perspectives
French Member of the European Parliament Christophe Grudler, an industry expert affiliated with the RENEW group, interprets Boeing’s aggressive advocacy as a strategic response to declining confidence in its aircraft. He noted that Boeing’s public relations efforts are aimed at restoring trust, whereas Airbus continues to enjoy strong sales. Grudler also highlighted the interdependence of Airbus and Boeing’s supply chains, a factor that influenced the US decision to exempt European aircraft from tariffs in a recent EU trade agreement, underscoring the nuanced nature of their rivalry.
As Airbus contemplates whether to adopt a more assertive advocacy stance, it faces several potential risks. Aggressive lobbying could attract regulatory scrutiny, increase public relations vulnerabilities, and complicate efforts to maintain operational discipline. Market reactions may be divided, with some investors favoring Airbus’s traditionally cautious approach as a means to mitigate risk. Additionally, competitors may respond with countermeasures designed to protect their market share.
Airbus is also closely monitoring the emergence of Chinese commercial aircraft manufacturers while remaining focused on meeting its 2025 delivery targets amid ongoing supply chain challenges. For the time being, Airbus appears content to let its robust order book and operational performance serve as the primary indicators of its market strength.

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