Air Transport World

De Havilland's new life with Boeing.

De Havilland's new life with Boeing Downsview, Ontario--The Boeing Commercial Aircraft Company's January 31 purchase of de Havilland Aircraft of Canada shows all the markings of the vertical alignment characteristic of the airline industry today.

The Boeing-de Havilland union essentially gives one aircraft manufacturer a full line of airliners ranging from 19 seats right through to 550 seats.

For example, where large and small airlines might dominate a region through control of routes, de Havilland Canada, A Boeing Company--as it is now called--and Boeing share a considerable number of customers all over the world.

Boeing executives are making it clear that they purchased de Havilland to expand their market. "To the extent that we've broadened our product line, we appeal to more customers," explained Richard Albrecht, an executive VP with BCAC and now president of Boeing Canada, which has direct control of DHC. "The only real benefit in the long run is if we make money."

In the view of Bill Boggs, president of de Havilland, credibility gains may be the greatest benefit of all for the Canadian firm. "There's no question that, in the eyes of current and potential customers, de Havilland's credibility is enhanced by Boeing ownership," Boggs explained. "Credibility was something the Canadian government, our previous owner, simply didn't have."

Much of that image problem stemmed from government indecision and the government's periodic unwillingness to provide cash infusions for plant and modernization improvements needed to keep de Havilland viable. …

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