Boeing Mulls Price Cuts, to a Point, in Quest for 737 Share Gain
- Planemaker bid used jets against C Series in Delta contest
- Redesigns of largest, smallest 737 Max are on drawing board
The first completed Boeing Co. 737 MAX airplane is pictured at the Boeing manufacturing facility in Renton, Washington, on Dec. 8.
Photographer: David Ryder/BloombergBoeing Co. is studying redesigned versions of the 737 Max jetliner, cutting costs and rolling out more robotics in factories to keep pace with relentless competition in the global aerospace market.
But there are limits to what the U.S. planemaker will do in its battles with old foe Airbus Group SE and newer rival Bombardier Inc., executives said Wednesday. During Boeing’s annual investor conference webcast from Seattle, Chief Executive Officer Dennis Muilenburg sketched out a vision of the company as a “global industrial champion” with profit margins reaching the mid-teens by the end of the decade while cash still flows freely to shareholders.