Boeing's long-awaited 787 Dreamliner is ready for delivery to its first client, All Nippon Airways. At $20 million per plane, the Dreamliner uses 20% less fuel than its competitors, has cleaner cabin air, and debuts new lighting and design elements, such as button-controlled window lighting and touch-screen monitors for entertainment.
As expected, Boeing's press release fails to mention the years of delays. According to a Bloomberg report, the Dreamliner's delivery date had been pushed back seven times. A delay in January was caused by an electrical fire:
The setback follows a Nov. 9 electrical fire on one of the test jets that knocked out some controls and forced an emergency landing. Boeing suspended all Dreamliner flights for six weeks while it investigated the incident and redesigned parts of the plane. The first revised 787 was allowed to start flying again Dec. 23 for the company's purposes only.
- Knowing the history of the Dreamliner, do you believe that Boeing's press release is appropriate? Why or why not?
- If you read believe the lines of the press release, do you detect any apprehension?
- What are the risks to Boeing if the Dreamliner is delayed again? How could the company handle the situation; for example, what rationale could the management team give to explain further delays?