One of the largest participants at Singapore Air Show 2014 is Airbus, with a highlight being the presence and demonstration flight on the opening day of the new Airbus A350-900 XWB airliner. Christian Scherer, executive vice president, and head of marketing and sales at Airbus Defence & Space, was in attendance at the show. Therefore, we took the opportunity to catch up on developments.
The most burning question – do the words ‘Singapore’ and ‘MRTT’ belong in the same sentence. “No comment” was the reply!
After restructuring and rebranding itself as Airbus Defence & Space, Scherer outlined what impact this will have on the Asia-Pacific market. One of the obvious benefits for the company will be better brand recognition, which in turn leads to a more integrated response to customers and less competition/disjointedness within the organisation itself.
Scherer underscored the importance of the A400M transport aircraft as an ideal solution for a region that possesses vast oceans and great distances. “The A400M performs the tactical role as well as having the ability to fly strategic distances,” explained Scherer. He said no other aircraft could combine these two facets. Such is Airbus’ confidence that it hopes to capture up to half of the global military transport market with the A400M in coming years. Airbus also wants to attract more customers with its A330 MRTT, and it is hopeful of picking up India as a client.
Scherer emphasised the breadth of his company’s expertise and its flexibility. “Now we are a major league player,” he stated. Airbus is not beholden to governmental restrictions or to the Foreign Military Sales (FMS) regime, which gives it an independence that many of its competitors do not enjoy. Airbus is able to offer customers everything from vital submarine components to the most advanced satellites…and airliners, of course!
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