In a historical turn of events that still ripples in the aviation sector, Boeing Co. had secured a crucial victory more than two decades ago when it took 17 Airbus A340 jets from Singapore Airlines, or SIA, as part of its larger purchase deal.
This came as a surprise to the aviation world on the final day of the Paris Air Show in June 1999. What was initially part of a secret agreement in 1995, the timing had everything to do with Singapore Airlines’ decision to swap 10 Boeing 777-200ERs for the Airbus A340-300s in a bold move by Boeing to buy out its competitor’s aircraft from one of its shared customers.
This is an act of desperation We’re preparing our counterattack at the present time. I don’t want to predict what our response will be, said John Leahy, Airbus Senior Vice President and Commercial Director at that time. Despite Leahy’s bold assertions, the deal marked a commitment by Boeing to increase its share in the Singaporean carrier’s fleet, with its 777-200IGW becoming the airline’s dominant long-haul aircraft type.
The consequences for Airbus were immediate. In retaliation, they began an advertising campaign claiming that their four-engine A340s had superior performance on long hauls than Boeing’s two-engine alternatives. One large banner at the Farnborough Air Show in 2002 read, “A340 4 engines 4 long haul.” Their message did not sit well with some in the industry, including the engine manufacturers. David Calhoun, at the time president and chief executive of General Electric’s GE Aircraft Engines, and now Boeing CEO, voiced his opposition, We are vehemently opposed to what Airbus is doing here An ad like that is the last thing this industry needs right now.
The deal was also economically worthwhile for Singapore Airlines, as it allowed the airline to renew its fleet with newer 777s while softening the financial blow of the A340s being retired ahead of their time. It seemed like Boeing’s foresight had paid off as SIA went on to operate a substantial fleet of 777-300ERs, cementing the aircraft model’s position in its long-haul fleet. The fates of the acquired A340s were varied and interesting. Boeing never intended to hold on to them but instead find other operators for them. These aircraft eventually found their ways into various airlines around the world such as Gulf Air, Mahan Air, China Airlines, and even Qatar Amiri Flight. Some also served with wet lease operator Hi Fly, supporting different airlines and even the Royal Australian Air Force as troop transports. Others were absorbed into private fleets, such as that of the Las Vegas Sands, used for transporting high rollers.
