Farnborough 2008 Show News - July 15, 2008 - (Page 58) FA R N B O R O U G H 2 0 0 8 Bell Focuses on Its Best Selling Products The decision by Bell Helicopter to cut its product line to just four models—the light single 407, the light twin 429 and medium utility twinengined 412EP, and the 206L4 LongRanger— will allow it to focus on its best-selling and most profitable aircraft, says Bell’s sales and marketing svp Bob Fitzpatrick. Fitzpatrick, who was largely responsible for the strategy that culled the venerable JetRanger after a 40-year production run, the 212 utility twin and the never-well-selling 430, said the decision mirrored customer demand. Now the company plans to develop derivatives The Bell 429 was first developed for EMS, but its market has expanded. of the three surviving models targeted to the four primary markets where it believes most of its customers operate: offshore oil and gas, EMS, law enforcement and the international military market. Those markets, Fitzpatrick said, are typified by extensive customization and heavy use of spare parts—both profitable segments for Bell. “We identified the secondary markets as corporate and utility,” he noted. “This does not mean we are going to serve them all, but primarily our products are going to be designed and developed to meet those unique requirements around those primary market segments.” Fitzpatrick said offshore operators typically fly 1,200 hours per year, EMS 600 hours, Bell Helicopter may have slashed its product line to just four and law enforcement 300 to models, but these will form the core for new derivatives to 600 hours. meet the demands of different markets, says sales and marBell believes these four modketing svp Bob Fitzpatrick. Look for a new configuration for els, and their derivatives aimed the light 407 single, and a new medium twin based on the at niches within the primary Bell 412. Also in the works: a higher gross weight version of markets, will best suit both the the ultra-large cabin 429 light twin, as well as a single-engined customers’ and the company’s version. All will incorporate advanced technologies from needs over the next 20 years. Bell’s MAPL program to develop more efficient, productive Here’s how it views the three and affordable helicopters. product lines: • 407: It does very well in the offshore and law enforcement • 412: About 900 of these utility helicopters areas, some limited EMS, and it would are in service, and the backlog stretches out meet those future market needs. About into 2009. 800 are in service, and the order back“We said, ‘OK, those are the aircraft we can log today stands at over 260, “telling us grow on, and then streamline the business around that the product is definitely fulfilling those three core products,’” Fitzpatrick noted. future needs,” says Fitzpatrick. He declined to typify the canceled 417 and 427 helicopter programs as “mis-steps,” but rather • 429: Designed specifically for the EMS market with an ultra-large cabin, it is as “cycles of learning” that have helped Bell focus also gaining popularity in offshore, on the right products for the right markets and corporate and electronic news gather- get back in touch with the customers it served so ing. The light twin now has more than well in the past. The large order backlogs will lead to a ramp330 letters of intent. ing up of production of commercial helicopters. After lolling along at about 80 helicopters in each of 2000 and 2001, Bell produced 181 last year and aims for 300-400 a year in the late 2009-2010 timeframe. “We intend to come back and regain our role as the world’s Number One provider of vertical lift aircraft,” Fitzpatrick said. Bell Plans a Raft of Derivatives —John Morris 800 Bell 407s are in service Bell’s sales and marketing svp Bob Fitzpatrick declined to typify the canceled 417 and 427 helicopter programs as ‘mis-steps,’ but rather as ‘cycles of learning’ that have helped Bell focus on the right products for the right markets and get back in touch with the customers it served so well in the past. 58 and some 900 Bell 412s. July 15, 2008 www.aviationweek.com/shownews http://www.aviationweek.com/shownews
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