Unit 11.5        Interview

Here are the same eight interview questions from exercise 11.4. They come from an interview with an aviation consultant about the A380 project. Now you have the answers to the questions - but there are two answers below for each question. Click on the one you think  is the real answer to the question. The other one is written in correct English, but just doesn't answer the question. 

What are the principal attractions of the A380 for airlines? 

Obviously the huge investment cost is a really major concern. I would also add that concerns about delivery times are certainly an important consideration, as well as some doubts about growth in some of the major markets.

Feedback from airlines has been very positive indeed. The extra capacity combined with the latest technology makes it a very attractive proposition for airlines operating the most popular routes.

But what about from the perspective of passengers?

It's basically a question of all-round improvements. More space, better lighting .. , the kinds of things they’ve been asking for over the last few years. Whatever product or service you’re offering, the combination of better service and lower prices is a very attractive proposition.

They'll get their first look at the new plane over the next few months, as test flights will begin in a number of locations. And I think there's a strong marketing component to these flights too. I imagine there'll be a good deal of press coverage worldwide, though there won't actually be any passengers on board for the time being.

What about from the point of view of pilots? Compared with the current generation of passenger jets, is the A380 really a superior aircraft? 

Airbus has followed its long-term policy of making minimal changes to the pilots’ environment. This reduces training costs and also helps pilots to feel at home. Moreover, I’m sure pilots will be very excited by the advanced fly-by-wire technology and avionics, which will be employed for the first time on passenger aircraft.

I think criticisms of this type are really beside the point. The extra training involved is really no more than the kind of professional development that pilots have to undergo in any case. And, from what I've seen, most pilots will find the layout and systems pretty familiar.

Aviation is increasingly competitive and everyone's concerned about the bottom line.  Will the A380 help Airbus Industries attain the position of the world’s number one aircraft manufacturer?

That's a big question. It's often said that the only thing harder than getting to the top is staying there. Will this project keep Airbus there? That depends on a number of variables - technical issues and a range of economic factors, as well as global politics. It's really too early to say.

The answer to that depends on who you listen to and what you choose to believe. I would have thought that investors would be more interested in their returns, frankly, than in this kind of contest. I suspect this kind of question is really of more interest to the media than anyone really involved in the industry.

How far have governments and airlines implemented their agreement in principle to end subsidies?

Significant steps have been made towards getting all the parties round the negotiating table and there is considerable optimism that such an agreement in principle really can be reached by the end of the year. Right now, it's really just a question of keeping everyone talking in the hope that some kind of compromise might be reached.

Despite the initial optimism, I would say that, quite frankly, a great deal remains to be done. It’s been reported that the British government is going ahead with a huge investment in Airbus. If confirmed, this would negate any progress made so far to end subsidies. 

What do you make of the suggestion that the A380 has sufficient space for an on-board casino?

It does surprise me that such doubts have been raised. I can only imagine that those suggestions have come from people who haven't seen the aircraft or perhaps even the plans. The plain fact of the matter is that it does have the space, though whether or not it will be used for this purpose is another question entirely.

It is a possibility. Virgin Atlantic has talked about introducing this in its business class area. However, I think that most airlines will simply opt to use the extra space for seating, boosting capacity to somewhere in excess of 500 passengers.

Isn’t it possible that the size of the new aircraft will exceed the capacity of most airport terminals?

This has been seen as a potential problem. But airports are constantly facing these challenges as the nature of the industry changes from year to year. Some airports are already made advanced plans to alter the layout and systems in terminals to facilitate loading and boarding of the new planes.

Yes, and in fact this is one of the key competitive advantages which the new aircraft will offer. The huge additional capacity of the A380 will indeed allow many terminals to work at their full capacity, utilising their rather expensive resources in the most cost-effective way. 

 

So what would you say to those commentators have criticised the project as fundamentally flawed in today’s business climate?   

Well, I think this is probably going a bit too far. It's easy to get carried away with the scale of the project and the technical innovations, but this natural degree of optimism still needs to be tempered by economic realism. They need to remember that It's a hard competitive market with a number of variables out of the control of airlines or manufacturers. 

I can’t see this at all. Every new venture carries with it an element of risk, but, from my perspective, the A380 is a logical extension of the kind of thinking which has made Airbus into an extremely successful manufacturer. I see it as the ideal combination of market-led and technology-supported development. As you can see, I’m basically a fan!

 

[ Back ] [ Home ] [ Up ] [ Next ]