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Bombardier Expands Business Aviation Presence in Africa

Bombardier Expands Business Aviation Presence in Africa
With a legacy spanning more than 75 years, Bombardier is intensifying its engagement in Africa’s business aviation sector, aiming to deliver exceptional service and cutting-edge innovation across the continent. In a recent interview, Eric Martel, President and CEO of Bombardier, detailed the company’s strategic approach to growth, its dedication to sustainability, and its vision for the future of business aviation in Africa.
Strengthening Local Support and Infrastructure
Bombardier’s operations in Africa are distinguished by its locally based customer support teams in Nigeria and South Africa, making it the only original equipment manufacturer (OEM) with such an extensive network on the continent. This infrastructure includes a dedicated Field Service Representative team trained in operations and maintenance, complemented by 24/7 customer-response centers located in Montreal, Wichita, and Singapore. Martel highlighted that this combination of local presence and a global spare parts network, supported by strategically positioned depots, ensures prompt and reliable service for African clients.
“Our strategy is grounded in quality assurance and deep market knowledge,” Martel stated. “By combining proactive, locally based support with a global perspective, we continue to deliver world-class service across Africa.”
Navigating a Competitive and Diverse Market
Bombardier’s expansion occurs within a highly competitive environment, facing established rivals such as Gulfstream and Embraer, both of which maintain significant market shares and strong delivery records in Africa. The introduction of Bombardier’s advanced Global 8000 jets, which offer faster speeds, extended range, and enhanced passenger comfort, is expected to stimulate demand. However, competitors are anticipated to respond by upgrading their own offerings or adjusting pricing strategies, thereby intensifying competition.
Martel emphasized the considerable potential within Africa’s aviation sector, noting a shift among customers from pre-owned to new aircraft. “Operators are seeking lower operating costs, customized interiors, and comprehensive warranties,” he explained. “Our Global family of aircraft delivers efficient, modern, and tailored solutions, featuring the industry’s healthiest and most comfortable cabins.”
The Global 8000, in particular, establishes a new standard for performance in Africa, where connectivity and long-range capabilities are critical. Additionally, the Challenger family supports strong intra-continental connectivity, facilitating economic development by reducing travel times and enhancing links between cities and regions.
Challenges and Future Outlook
Despite these promising opportunities, Bombardier faces challenges related to the continent’s diverse regulatory environments and varying infrastructure standards. While the company’s recent order from Japan’s Sojitz highlights its global reach, adapting to the complexities of Africa’s markets remains a significant task.
Looking forward, Martel expressed optimism about Bombardier’s contribution to Africa’s economic growth. “Business aviation is critical for improving connectivity and supporting entrepreneurship across the continent,” he said. “We are committed to fostering innovation and sustainability, ensuring that our clients can travel farther, faster, and more comfortably than ever before.”
As Bombardier continues to invest in Africa, its unique combination of local support, global expertise, and a focus on innovation positions the company to compete effectively in a dynamic and evolving market.

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