So Bombardier, Embraer, and Mitsubishi are aggressively marketing regional jets to carriers worldwide. Gaining market share under such competitive pressure requires effective segmentation and targeting, careful pricing, and responsive attention to carriers' needs:
- Bombardier (Canada) is introducing a jet equipped with up to 125 seats in 2014. "We feel that the segment of 100 to 149 seats is a category that [Boeing and Airbus] are abandoning," says Bombardier's CEO.
- Embraer (Brazil) is attracting orders but feeling pressure to discount--meaning profit margins are being squeezed. Its new E2 jet (for up to 106 passengers) will be launched in 2018.
- Mitsubishi (Japan) is developing a regional jet for which it already has 325 orders. The test flights have been delayed a year as carriers work with Mitsubishi on specs.