Bombardier’s entry into the medium bodied aviation segment provides an opportunity for the creation of more jobs in Canada as well as revenue for the company. Bombardier’s entry into the market segment will also encourage greater competition that may lead to better aircraft quality and efficiency.
For Boeing and Airbus, who currently dominate the medium bodied aviation market segment, increase competition may mean a loss of market share as Bombardier takes away their potential customers.
Despite the advantages of increasing their customer base Bombardier may not recoup their initial investment in the new plane due to changing dynamics in the aviation market. In order to alleviate the possibility of lacklustre sales, Bombardier should partner with other countries and companies in order to help break the duopoly enjoyed by Boeing and Airbus.