Bombardier’s Focus on Emerging Markets Paying Dividends
Bombardier's efforts to penetrate new markets paying dividends.
Bombardier’s CRJ backlog stood at just 48 as of last December 31. (Photo: Bombardier)
Bombardier’s CRJ backlog stood at just 48 as of last December 31. (Photo: Bombardier)

For years Bombardier Commercial Aircraft claimed a modest level of sales success in Asia, selling more than 300 airplanes over the years to nearly 40 operators. But its performance there had proved uneven, and the company traditionally has depended on strongholds in North America and Europe for the majority of its revenues. Unfortunately for the Canadian manufacturer, what once stood as the world’s two biggest markets for regional aircraft have become saturated. Consequently, Bombardier’s failure to penetrate emerging markets forcefully has cost it a once dominant position in the segment. It must now play catch-up, prompting it to turn more of its attention to places such as China and India, where, until recently, it had woefully underperformed.