Home' Asian Aviation : AAV_May2012 Contents AsianAviation | MAY 2012 37
Asia is fast becoming not so much the home
of the business jet but its hope as demand
looks set to rise dramatically. Figures from
Embraer are quite simply staggering even
by the usual norms of Asian airlines growth.
For the Asia Pacific region as a whole it is
estimated that 1,363 to 1,690 new-build business
jets with a total value of between US$39.8 and
US$48 billion will come onto the market in the 2012-
Not surprisingly China is by a margin the largest
market. The Brazilian manufacturer is forecasting
a total market there of 522 to 635 planes with a
collective price tag of US$17.4 billion rising possibly
to US$21 billion.
Of the rest Northeast Asia will take between 71-
90 planes with an upper price tag of US$2.9 billion,
Oceania between 207 and 263 planes worth up to
US$6 billion, Southeast Asia between 173 and 217
craft tagged at between US$5 and US$6 billion.
South Asia is another big market with sales estimated
at between 390 and 485 planes with a price tag of
between US$10 and US$12 billion.
"Asia will drive 25-27% of deliveries" Jose Eduardo
Costas, vice president, marketing and sales, Embraer
Executive Jets Asia-Pacific said in an interview with
Asian Aviation. "It s a big change. Up till now (its
been) 4%-5% of deliveries."
There is a clear consensus within the business
or executive jet market about what is causing this
boom. They are effective tools with which to do more
business and do it in less time and in more comfort
than commercial airlines will allow.
"One customer in China says it gives him an eight
day week," said David Velupillai, marketing director of
Airbus Corporate Jets. "You can go and come back
at times that suit you rather than the schedule of the
airline and there s the benefit of confidentiality."
There are other advantages. Manufacturers now
allow customers to work with them in designing the
interior of the plane. This goes well beyond choosing
the finish or the colour scheme.
Airbus which sells only into the larger end of the
market, of which more later, calls it the Phoenix
concept and organizes the space as the customer
wants. Unusual requests don t seem to be the order
of the day.
"Most of the time they are looking for the
practical they are not looking for the exotic such as
swimming pools and saunas" said Airbus s Velupillai.
Customers want somewhere to sit, eat, work, sleep
and wash and above all "something practical with
quality and security."
The planning most usually is not for something
extreme but having an office with a proper corridor
alongside it, an example given by Velupillai which
makes the point these tend to be work tools rather
than toys. The other one is tables that can change from
round for meetings and meals to square for mahjong
and work meaning they are not exclusively so.
One thing where all manufacturers agree is the
Asian market is going to be weighted towards big
planes. "Primarily they are buying the larger planes"
said Bill Shira, VP Marketing for Gulfstream.
A more detailed exposition of this comes from
Boeing. "One of the unique aspects of the Asian
market (and China in particular) is the predominance
of large cabin airplanes. In the rest of the world,
the largest private aircraft make up about 20% of
the market, but in China the figure is over 50%,"
said Capt. Stephen R.Taylor, President of Boeing
Asia though is quite similar to the rest of the world
in terms of who is buying currently with the market
generally acknowledged to be a mix of individuals,
corporations and companies including charterers
and governments. Most planes are still acquired by
traditional financing methods rather than straight
"Primarily they are buying the larger
planes" Bill Shira, vice president
Asia is where it s at as far as business jet manufacturers are concerned, writes Michael Mackey
Asia has a larger than average number of large business jets, such as Korean
Air's BBJ. Hyun Hee Choi , assistant manager private and charter business
team at Korean Air, onboard the carrier's BBJ at the last Seoul Air Show.
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