Boeing is well-positioned for talks as its 777X program is several years out before the first delivery of its 777X can occur. Boeing must extend and offer further out for its 777X to 2024 which it should easily be able to do going forward. Having a robust order book is more important at this point in time rather than having itself a “Boeing” marketing pride moment.
Face it, Boeing, you have been played by COVID-19 and was burnt. You are another victim of the invisible enemy. You must regroup and face reality by starting with new orders compliant with its customer’s needs for success. That is to say, that is your source for success is “customer’s success”. Sell a new or muted order number to Qatar, as Al Baker, who has recognized for itself without dithering or hassles from the old status book it must abandon in face of this crisis. Take your hits now and move forward as more hits are on the way!
The new norm is taking or acquiring what’s available and making wise decisions. The acquisition process has new rules and it changes daily! Be ready for what’s available or possible in “reality” with your prime customers like Qatar. Firm an order with Covid-19 outliers.
Boeing should hope for 10 777X ordered with an option for 40 more over the next five years aligning a possible future. Instead of demanding 40 firm 777X orders with 10 options, while hoping for a world-beating order book that will be wrought with customer risks.
Advertise this approach while partnering with your aviation customers. The world will want a Boeing product more than Airbus because of these philosophically embedded approaches to the current reality. High ground is the key ground until Covid-19 ceases to exist.