Why Bombardier Is Struggling to Build Bigger Planes
The Canadian jet maker is going through growing pains.
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Pierre Beaudoin was just 40 days into his job as head of Bombardier Inc. in 2008 when he signed off on the biggest undertaking in the company’s history—a family of transcontinental jets that would compete directly with giants Boeing Co. and Airbus Group SE.
What he lacked in engineering experience, the third-generation scion of Bombardier made up for in certainty. He was so convinced his fuel-efficient, 108- to 160-seat C Series would be a hit that he refused to offer bulk discounts to anchor carriers like American Airlines or United Airlines. It was a premium product that demanded a premium price.