FAST FIVE: Boeing Hopes To Put Scandals Behind It By Changing Name Of 737 Max
If it doesn't, we'll address whatever is a high priority.” For now, and perhaps expecting the outcry that this particular strategy will unleash adding to the company's pre-existing woes, executives insist they have “no immediate plans to drop the Max name for something less associated with tragedy, such as the product numbers that marked earlier generations of the company's best-selling aircraft.” As Bloomberg puts it, “a name change would be a retreat for the planemaker, which has worked hard to capture the imagination of travelers with monikers such as Max and Dreamliner, as the 787 is called.” According to the report, the Boeing CFO tunes in to daily phone calls with CEO Dennis Muilenburg and Greg Hyslop, who oversees the aerospace giant's engineering corps.
They've hired outside advisers to help with branding and technical matters, along with crisis-management experts Sard Verbinnen.
Two months later, the company is on the verge of doing just what Trump suggested.
The big risk for Boeing is that instead of overhauling an airliner which the general public broadly loathes, it will instead be perceived as taking yet another shortcut while gambling with people's lives.
“At the end of the day, the Boeing brand is ours.” Yeah, that might be a problem.