Word: embraer
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Dates: during 2000-2009
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Bombardier, while proud of its status as the world's third largest aircraftmaker (after Boeing and Airbus), is feeling more and more like Goliath to Embraer's David. Under new CEO Paul Tellier, a proven cost cutter, Bombardier Inc., the parent company of Bombardier Aerospace, is paring down its operations to become nimbler and more focused on its core businesses, making trains and planes. "Rigor and consolidation are the order of the day," Tellier said recently, as he announced plans to raise $1 billion by selling Bombardier's recreational-products division, which makes popular Sea-Doo watercraft...
Executives of Bombardier Aerospace seemed a bit defensive when they traveled from their Montreal headquarters to a recent aviation fair in Sao Paulo. Just east of Brazil's business capital are the headquarters of Embraer, Bombardier's smaller but aggressive rival. The two companies had fought for a decade over the burgeoning global market for regional jets--the ones with 20 to 100 seats that fly routes like Chicago to Cedar Rapids, Iowa. But at the Sao Paulo show, Embraer opened a new front in the battle, flaunting its first executive jet, the attractively priced $20 million Legacy...
...There is really no competition" between the Legacy and Bombardier's business fleet, sniffed Bombardier spokesman Leo Knappen. "We have a whole family of jets specifically tailored for the executive-aircraft market, while Embraer has simply refitted one of its commercial jets." But as Knappen spoke, the government of India announced it had bought five 10-seat Legacys for use by its top officials. Bombardier--which owns Learjet, the world's most famous business-jet maker, and Global, a line of larger craft costing as much as $44 million--had competed for that contract...
Executives of Bombardier Aerospace seemed a bit defensive when they traveled from their Montreal headquarters to a recent aviation fair in S?o Paulo. Just east of Brazil's business capital are the headquarters of Embraer, Bombardier's smaller but aggressive rival. The two companies had fought for a decade over the burgeoning global market for regional jets - the ones with 20 to 100 seats that fly routes like Frankfurt to Munich. But at the S?o Paulo show, Embraer opened a new front in the battle, flaunting its first executive jet, the attractively priced $20 million Legacy. "There is really...