Boeing Co. (BA) sees a way to set its new 777X jetliner apart for airlines normally fixated on costs: by making travel easier on a passenger’s nose and throat.
Creature comforts such as higher humidity and cabin air pressure to ease jet lag on long flights are part of the planemaker’s redesign of its flagship 777 for the 2020s and beyond, said Jim Haas, director for product marketing for Boeing’s commercial airplane unit.
Engineers are working to improve fliers’ sensory experience -- and anticipating how needs such as entertainment may change over the next two decades -- as Boeing overhauls all but two of its current commercial jets. The 777X is a centerpiece of the effort, because the current version is Boeing’s biggest twin-engine jet and a workhorse on overseas routes.
“What we have today is really the future of Boeing,” Scott Fancher, senior vice president for airplane development, said during an April 28 briefing on the development effort near the planemaker’s largest Seattle-area factory.
The stakes couldn’t be higher as Boeing seeks to shake off the production stumbles that left the 787 Dreamliner still consuming money a decade after development began. The world’s largest planemaker is redesigning its 777 and 737 cash cows as it competes with Airbus Group NV (AIR) for dominance in wide-body models while contending with upstarts from Canada, Brazil, China, Russia and Japan for smaller jets.
The 777 is already Boeing’s biggest twin-engine jet, and the 777X promises to stand out in airports for its 233-foot (71.1 meter) wingspan and tips that flip up so it can squeeze into gates that now accommodate the current, smaller edition.
Executives want the interior to be just as distinctive, with larger windows, noise-damping technology and sculpted cabin walls that give coach passengers crammed 10-abreast a little more elbow room.
The first redesigned model, the -9X version, is due to enter service in 2020, with the smaller -8X following 18 to 24 months later. Boeing said in November at the Dubai Air Show that their list prices will be $377.2 million and $349.8 million respectively, topping the $320.2 million for today’s 777-300ER. The upgraded jet may also get a new name, Haas said.
Boeing must decide how much innovation to pack into the 777X, whose development costs are tied to the traits the new model shares with the current 777-300ER, said Richard Aboulafia, an analyst at Fairfax, Virginia-based consultant Teal Group. While the 787’s cabin innovations would add complexity to building the 777X, those upgrades would let Boeing benefit from its investment in the Dreamliner, he said.
“You’re going to complicate the production shift from 777 to 777X, but there are complications from that already,” Aboulafia said in a phone interview. “Why not benefit from long-term commonality with the 787?”
The 777X has become the fastest-selling wide-body in Boeing’s history, with 300 orders since its November debut. Boeing promises longer range and lower operating expenses.
The -9X will haul a jumbo’s load of 400 people -- 50 more than the A350-1000 from Toulouse, France-based Airbus -- while flying farther and at less cost, according to Boeing. The company projects a 10 percent savings for each seat flown a mile, the industry benchmark for efficiency.
Boeing sees potential to expand the jet’s appeal, especially among airlines catering to savvy business fliers, by borrowing the 787’s distinctive interior technology. The company wants the 777X to meet or exceed the comfort of the Dreamliner, said Bob Feldmann, a Boeing vice president and general manager of the 777X program.
That means improving air quality, cabin pressure and lighting while also reducing noise.
“We are working in every one of those dimensions,” Feldmann told reporters. “We understand the 787 sets a real high bar for the industry. We intend to provide that type of experience or better.”
This is where reducing jet lag comes in: Higher humidity means that travelers’ mucus membranes don’t dry out during long flights, one of the discomforts of jet lag, according to Haas, the marketing official. Higher air pressure simulates a lower elevation, also helping with fliers’ comfort.
According to Haas, Boeing has found a way to resolve the issues of corrosion and aluminum strength that discouraged past attempts to make cabin conditions at cruising altitude more passenger-friendly. On the 787, the company used a composite fuselage. The 777X will have a traditional aluminum hull.
“It’s looking very promising,” Haas said, while declining to elaborate. He also wouldn’t give specifics on the windows; those on the Dreamliner are bigger and set higher than on other planes, letting travelers gaze outside without a painful neck bend or seat-slouch.
Boeing’s goal is to have passengers feel fresher at the end of a 12-hour flight on the new aircraft.
“That’s what we’re going for on all these new products -- how do we make it a better experience,” Haas said. “They may not know exactly how, but they know it’s a better experience.”
To contact the reporter on this story: Julie Johnsson in Seattle at email@example.com
To contact the editors responsible for this story: Ed Dufner at firstname.lastname@example.org Molly Schuetz