SBM 1103 Project and Program Information and Communication Systems: The Aircraft
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SBM 1103 Project and Program Information and Communication Systems
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The Airbus A380 airplane is a double-deck, wide-body, four-engine jet airliner produced by Airbus.1 It is the irst airliner able to carry almost 900 passengers. It has the most spacious interior of any jetliner ever built, the biggest wings, and the greatest overall engine thrust. No civil airliner since the supersonic Concorde has aroused such passion, such controversy, and such fascination.2 In addition to its remarkable engineering features, the A380 is very interesting from a management and didactic point of view, namely:
● Lessons learned from a project of this magnitude
● The different scenarios and strategies in the aircraft markets
● The ability of Airbus to compete with Boeing in every market segment
● The ability to create an icon capable of capturing the imagination of the world’s travelers with its double-deck load
● The ability to relieve congestion at the world’s busiest airports by taking up less space than two airliners it can replace.
In the preliminary design phase of a new aircraft, the irst step is the “market survey.”3 This phase is important because it is closely connected with the success of the aircraft. The new design has to be better than what already exists in the market. In addition, it is essential to determine if the market is willing to accept the new aircraft; in other words, if a demand exists. The new aircraft has to have features that make it more appealing than its competitors, and the market should show promises of growth. Otherwise, a new design is unlikely to succeed. In this regard, it is interesting to look closer at the motivations that brought the A380 concept to market and what makes A380 different from and better than its competitors.
Considering the size of the project, the design of the A380 had a long gestation. In the summer of 1988, a small group of advanced project engineers of the Airbus New Product Development and Technology branch in Toulouse,France, started thinking about building a giant aircraft capable of carrying more than 800 passengers. The project, called “Ultra-High-Capacity Aircraft,” was totally unknown to the rest of aircraft-manufacturing consortium, includ- ing the Airbus leadership. The leader of the project, Jean Roeder, the brilliant engineer behind the concept of the A330 and A340, believed that this project was something that Airbus simply had to do. For too long a time Boeing had beneitted from its 747 monopoly. “Airbus was making effort at this time to get 30 percent of the market, and we thought that this just would not be possible in the long term if we did not get a complete set of aircraft in our program.
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