Boeing's decisions are as subjective, and as prone to being poor as anyone else's..
I agree - they made some poor ones - and thus lost the CF-18 replacement and handed Airbus a gift. Granted, that's in hindsight... then again, the people making the decisions are supposed to be professionals, and we aren't (I'm an engineer, not a businessman).
And, in fact, Boeing has now invested in Embraer. And, they most certainly saw the CSeries as a threat to the 737. There was that whole business with the ITC imposing duties (at Boeing's behest), plus significant evidence of Boeing undercutting BBD in order to take sales away from them.
Yes, I am sure they did see some threat, clearly it is a threat. I tried to say that I see a nice little niche for the CSeries at current sizes, clearly that means there is some competitive overlap with larger and smaller aircraft. How big of one? I think it's pretty limited (my amatuer opinion). Their choices (not investing, repeatedly, over the years) reflect their opinion. Undercutting a competitors price is simply everyday business.
I think they thought they could easily block even that threat via the ITC. Which didn't work out as they expected, but they should have expected Bombardier to approach Airbus again, and should have seen the China risk that Amiga mentioned above.I think investing in Embraer was their "Oh, shoot. What have we done now?" response, once Airbus snapped up the C-Series
. Airbus makes the C-Series a much more formidable threat, if for no other reason than leverage with the supply chain. If they had thought the segment was so attractive, they would have invested earlier, and not cost themselves the CF-18 deal to boot.
Hi, I have been reading your posts carefully; and have been wondering why you haven't mentioned EMB at any stage.
But now, when you do, it is in condescending terms. EG BA only linked-up with a poor second-best alternative when all else had gone wrong.
You may be right.
But I suspect not.
Again, I really had not paid much attention to the whole sub-130 seat market before this recent convulsion; but a few things seem to be clear and they run contrary to your thesis:
1) EMB seems to be a very impressive organisation indeed, with a very strong record in innovation, design, production and skills/resources management. (It is clear that Muilenberg, for one, rates them very highly indeed. Worth considering, I think).
2) BA and EMB have in fact had a very long relationship indeed. And my
is that behind-the scenes discussions about a JV have been taking-place between BA and EMB for a very long time indeed. Hardly a panicky second-best option.
3) the E2 series has only just emerged at a time when Enders is openly putting the entire AB weight behind the C-series; the E2 family promises to be very impressive; and it seems to me it will give the C-series a very hard time when the backing of BA is also available to properly balance the scales. (Meantime the E2 hasn't bankrupted EMB like the C-series did to Bombardier.).
(PS - before I get dumped-upon, I am quite aware that the C-series is now the AB A220 family. However I have deliberately used the C-series terminology to highlight the longevity and background to both the the (now) A220 family and also the E2 family).