On October 5, 2023, Aerospace Giant Boeing planned to achieve record production of its Boeing 737 MAX jets, targeting a rate of 57 units per month by July 2025, according to an insider report. It had the same goal a few years ago but failed to meet it due to the MAX variant being grounded globally in 2019 after two crashes that killed 346 people. In 2019, before the 737 MAX groundings, the manufacturer had the jet rolling off of its assembly lines at a rate of 52 jets per month.

     In 2020, David L. Calhoun (born April 18, 1957), was appointed president and CEO after his predecessor Dennis Muilenburg was fired amidst safety concerns regarding the 737 MAX after two fatal crashes in 2019. On February 14, 2023, President Joe Biden announced one of the largest Boeing’s orders from Air India: 190 of Boeing 737 Max single-aisle planes, 20 of 787 Dreamliners widebodies and 10 of 777X. Therefore, Boeing CEO Calhoun made some positive comments “I would love to get to 60 deliveries and the market is there for it. There's no doubt about it”. Mr. Calhoun then added that the second half of 2024 would be a key moment for the company to prove it could keep its supply chain stable and maintain its ramp-up plan.

     According to Brand Value (China) Network, State-owned China Southern Airlines was the country's first carrier to resume flying the 737 MAX in January, 2023. According to Sherry Carbary, who worked as Boeing China president for the past four years and planned to retire within 2023, said “By the end of June, about 90% of China's 737 MAX fleet had resumed commercial operations, with some of the aircraft placed on regional or international routes connecting domestic cities to a number of destinations in Central Asia and Southeast Asia.” However, Boeing, lost ground to arch rival Airbus SE and did not resume deliveries to China because of geopolitical tensions and safety concerns,etc. So, the planemaker may need to re-market jets meant for Chinese customers.

    The Boeing Company, an American multinational corporation, was founded in 1916 by William Boeing in Seattle, Washington. On August 1, 1997, Boeing merged with McDonnell Douglas, an American defense contractor. As of today, American manufacturer Boeing has three sites in the United States: Everett, Renton, Washington and Charleston, South Carolina. In 2018, Boeing and Commercial Aircraft Corporation of China, Ltd. (COMAC) completed a 737 delivery and completion center in Zhoushan, China. As a leading global aerospace company, Boeing develops, manufactures and services commercial airplanes, defense products and space systems for customers in more than 150 countries. In 2019, Boeing's global reputation, commercial business, and financial rating suffered after the 737 MAX fleet was grounded worldwide following two fatal crashes.

    According to Brand Value (China) Network, Airbus is the largest competitor of Boeing. In 2019, Airbus displaced Boeing as the largest aerospace company by revenue due to the Boeing 737 MAX groundings worldwide. By the end of June 2023, Airbus in-service fleet in the Chinese mainland reached 2,175 aircraft representing about 54 percent market share on the Chinese mainland.

    On the ranking of “The 3rd Daguan·Keweiwei World Brand Value Top 900 ”released on March 18, 2023, Boeing’s brand value was 144.387 billion RMB, ranking the 176th. Airbus’ brand value was 52.401 billion RMB, ranking the 521st.

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作者：杨瑞安