Boeing Says It’s Open to Changing the Name of Grounded 737 Max Jet
- Company mulls altering brand as part of effort to regain trust
- ‘How do you talk to that person in seat 17A?’ CFO Smith asks
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Boeing Co. is open to dropping the “Max” branding for its latest 737 jetliner, depending on an assessment of consumer and airline responses to an aircraft name that’s been tarnished by two fatal crashes and a three-month grounding.
“I’d say we’re being open-minded to all the input we get,” Chief Financial Officer Greg Smith said Monday in an interview on the sidelines of the Paris Air Show. “We’re committed to doing what we need to do to restore it. If that means changing the brand to restore it, then we’ll address that. If it doesn’t, we’ll address whatever is a high priority.”