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Boeing : Launches New Plane as Rivalry With Airbus Continues

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06/19/2017 | 11:18am CEST
By Robert Wall 

LE BOURGET, France-- Boeing Co. Monday formally launched a new version of its single-aisle jetliner to regain market share lost to rival Airbus SE.

The plane, called the 737 Max 10, is the largest of Boeing's new narrowbody planes that represent the backbone of global air travel. "Our customers told us to build it bigger," said Kevin McAllister, president of Boeing Commercial Airplanes.

Mr. McAllister said more than 10 customers have already committed to buying the plane. The deals, to be unveiled this week at the Paris Air Show, will be for more than 240 aircraft.

The plane should enter service in 2020.

Big single-aisle planes have become a sweet-spot for buyers. They cost far less than larger widebody planes and can fly attractive routes such as U.S. coast-to-coast or even some shorter trans-Atlantic hops. "We see a lot of interest from our customers," said Peter Barrett, chief executive of plane lessor SMBC.

Airbus has had a lead on Boeing in this growing and increasingly important plane segment. Around 65% of the European aircraft maker's single-aisle deals last year were for the largest version. Airbus began to deliver its rival A321neo planes to airline customers in April and has won 1,416 orders through May for its model.

Boeing, with its largest competitor, had won less than 200 orders before the introduction of the 737 Max 10. Now the U.S. plane maker is striking back.

Big narrowbodies are particularly important for future profits. Boeing and Airbus can charge a premium for the planes that are slightly larger and can hold more passengers even though they cost only a little more to produce. Airlines prize the models with added seats because it allows them to spread costs over more passengers, typically boosting returns when planes are full.

Boeing's Max 10 can seat up to 230 passengers. The Airbus plane can fit 240 passengers.

Mr. McAllister said the new plane will come with relatively low extra development costs because of its similarity to smaller versions.

Airbus isn't ready to cede its lead, though. Even ahead of the Boeing announcement, John Leahy, chief plane salesman at Airbus said his rival product will have greater range and lower per-seat costs. "They do have a slightly lower price on their airplane," he said, "but you get what you pay for."

Write to Robert Wall at robert.wall@wsj.com

Stocks mentioned in the article
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AIRBUS SE 0.56% 95.5 Real-time Quote.14.42%
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