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Boeing,
caught in the worst aviation downturn on record, is facing one of the most
daunting challenges in its 87-year history. Not just from the 50% drop in
orders from the world's airlines since September 11, 2001, but also from
burgeoning competition from Airbus since the mid-'90s. In response, the
company's commercial-airplanes division has revised both its designs for
future planes and its PR strategy.
Unlike its arch competitor Airbus, which reportedly won about $26 billion in
orders this year, in contrast to its own $10 billion, Boeing believes that
the public prefers to travel nonstop, point-to-point, and not have to depend
on a hub system that relies on big planes.
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