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December 5, 2023
Insight: Calhoun's rabbit could be Embraer
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Boeing’s President and CEO’s line about pulling a rabbit out of the hat may resonate in unintended ways. It was, on reflection, not the way David Calhoun might have given his message. Firstly, it was not a signal of strength. It was back to the “moonshot” –  akin to buying a lottery ticket. Secondly, don’t be surprised that if and when Boeing’s next airplane emerges, it is nicknamed Rabbit. If Volkswagen could have one, why not Boeing?

On the face of it, the rabbit comment reflects poorly on Boeing. A company with a century of aviation history. The company with an unmatched heritage. After 100 years of leading aviation, we are asked to wait for a rabbit out of the hat. Seriously?


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