What’s in a name?
Plenty it seems, and if you’re in marketing you’ll know full well the power of words and names. Ask anyone in the street, well ok, I know it’s hard to find people in the street in some cities at the moment, but ask anyone, what comes to mind when you say 737 MAX. I’m sure warm fuzzy feelings will not be an answer you can expect to hear. Time perhaps for a 737 MAX name change?
Knowing this full well, what would you do if you were Boeing? The MAX name is certainly a poison chalice for them. After two tragic accidents which have led to the grounding of this latest iteration of the very successful 737 model for around 2 years now.
The 737 MAX has been very closely scrutinised since the type was grounded along with the extensive examination of processes that led to various flaws being allowed to survive the certification process. Both Boeing and the F.A.A. have been found at fault and one can only hope that this will ensure this kind of situation will now be avoided in the future. We also hope that corrections in design and training will ensure that the 737 MAX will end up being the safe aircraft we have come to expect from the likes of Boeing. In short, this needs to be right and also seen to be right.
The question remains, however, will passengers be willing to get on board a 737 MAX, even after the corrections have been made. If you design a bad car, for example, and it breaks down on the side of the road, you can kick the wheel, call someone and things will be fixed, usually. If you design a bad aircraft, it tends to bite and lots of people hear about it and get gun shy. So this is what Boeing has to contend with to regain the customer confidence.
So what will the Boeing 737 name change entail? Well, it’s not so much as a name change so much as an earlier move to the normal naming convention. If you think about the Boeing 787, which was introduced not that many years ago, it started life as the 7E7 and then the Dreamliner. Since then the aircraft has been referred to as both the 787 and the Dreamliner. The naming convention that Boeing now applies to its aircraft such as the 787, which comes in the 787-8, 787-9 and 787-10, will also be applied the 737 MAX. This is not a new idea. Boeing has referred to the various MAX models as the Boeing 737 MAX 7, or 737 MAX 8 etc..
The move away from the MAX name has been a subtle process and Boeing has begun to the use the name 737 MAX and 737-8(7 through 10) interchangeably. This way they are transitioning away from the MAX name toward the normal naming convention of modern Boeing aircraft. This was evident in a press release recently when Polish charter airline Enter Air placed an order for two 737 MAX 8 aircraft. The release read:
Boeing and Enter Air today announced the Polish airline is expanding its commitment to the 737 family with a new order for two 737-8 airplanes plus options for two more jets.
An all-Boeing operator and Poland’s biggest charter carrier, Enter Air began operations in 2010 with a single 737 airplane. Today, the airline’s fleet includes 22 Next-Generation 737s and two 737 MAX airplanes. When the new purchase agreement is fully exercised, Enter Air’s 737 MAX fleet will rise to 10 aircraft.
“Despite the current crisis, it is important to think about the future. To that end, we have agreed to order additional 737-8 aircraft. Following the rigorous checks that the 737 MAX is undergoing, I am convinced it will be the best aircraft in the world for many years to come,” said Grzegorz Polaniecki, general director and board member, Enter Air.
So we now know that the aircraft to watch for in the future is the Boeing 737-7, 737-8, 737-9 or 737-10. I realise you would have to have arrived from Mars recently not to put 2 and 2 together, however, people have short memories and it won’t be long before they will be happily boarding their 737.
To understand the seriousness of the impact to Boeing of a failed 737 MAX, you just need to look at the order book. The MAX orders are second only to Boeing’s most popular 737 model, the 737-800. They simply cannot let the 737 MAX fail.