Rais­ing the Bar Sky-High


Bloomberg Businessweek (Asia) - - NEWS -

How does the largest pri­vate jet fleet in the world bol­ster its im­pres­sive mar­ket share? When you’re Net-ets—the country’s first pri­vate busi­ness jet char­ter com­pany— you call Cessna Air­craft Com­pany.

With its or­der of up to 150 Cessna Ci­ta­tion Lat­i­tude air­craft, Net-ets af­firmed the in­dus­try con­sen­sus that the mid­size jet cat­e­gory had its most re­fined en­trant. At the time, the nine-seat plane soared alone as the ideal com­bi­na­tion of com­fort and ef­fi­ciency— but that was be­fore the Ci­ta­tion Lon­gi­tude.

Cessna’s lat­est re­lease, sched­uled to en­ter the mar­ket at the end of 2017, sets a new stan­dard in the su­per-mid­size busi­ness jet seg­ment, with a de­sign driven by cus­tomer in­put that of­fers class-lead­ing com­fort and per­for­mance.

For Tex­tron Avi­a­tion, Cessna’s par­ent com­pany, that ap­proach is noth­ing out of the or­di­nary. ´We look at the best sys­tems that will yield the per­for­mance pa­ram­e­ters that our cus­tomers have told us that they want—the speeds, the dis­tances and the to­tal cost of own­er­ship,” says Kriya Shortt, Se­nior Vice Pres­i­dent, Sales and Mar­ket­ing.

The small­est de­tails have been con­sid­ered in the de­sign of the Lon­gi­tude. ´We are con­scious that cus­tomers need an en­vi­ron­ment that is well equipped to do busi­ness,” Shortt ex­plains. ´We have the ameni­ties to make the cabin a fly­ing board­room or con­fer­ence room. For ex­am­ple, this will be the qui­etest cabin in its class, and con­nec­tiv­ity is a stan­dard fea­ture.”

The Ci­ta­tion Lon­gi­tude in­cludes seat­ing for up to 12 pas­sen­gers, and a stand-up, flat-floor cabin with a stan­dard dou­ble-club con­fig­u­ra­tion, al­low­ing the most legroom in the su­per-mid­size class. When the work is done, fully berth­able seats, a low cabin alti­tude (5,950 feet) and 15 large win­dows op­ti­mally placed for nat­u­ral light of­fer pas­sen­gers max­i­mum com­fort through­out the trip.

By adopt­ing a clean-sheet de­sign ap­proach, Cessna al­lowed for the very lat­est in tech­nol­ogy. The Lon­gi­tude fea­tures the next evo­lu­tion of the Garmin G5000 flight deck, and is pow­ered by FA'EC-equipped Honey­well HTF7700L tur­bo­fan en­gines.

´That means our cus­tomers have the abil­ity to con­nect city pairs that mat­ter to them,” Shortt ex­plains. ´For in­stance, they can do New York to Los An­ge­les non­stop. If they want a transat­lantic cross­ing, they can travel from Bos­ton to Paris. If they are Euro­pean cus­tomers, they’ll be able to travel from Lon­don to 'ubai.”

This range and per­for­mance come with the bonus that the Ci­ta­tion Lon­gi­tude is the most cost-ef­fi­cient air­craft in its class. ´It’s not only about the ac­qui­si­tion price, but also what to­tal own­er­ship costs will be over time,” says Shortt. ´By us­ing the lat­est tech­nolo­gies, we’re able to of­fer a prod­uct that will have low­est-in-class op­er­at­ing costs.”

And Cessna isn’t done. To com­plete its Ci­ta­tion fam­ily, the com­pany will en­ter the large busi­ness jet cat­e­gory with the 4,500 nau­ti­cal mile-range Ci­ta­tion Hemi­sphere, with a first flight sched­uled for 2019.

´The air­craft in that class are 20-plus years old, which means they don’t have the ben­e­fit of hav­ing cross-func­tional teams to cre­ate a best-in-class prod­uct,” says Shortt. ´In terms of de­sign, that is some­thing that we hold at our core.”

At Cessna, a busi­ness jet is about more than get­ting from points A to B. ´Re­ally, th­ese are pro­duc­tiv­ity tools that we of­fer to our cus­tomers,” says Shortt. ´They can meet with their cus­tomers or send their teams to visit prospects, all to drive their busi­ness needs for­ward.”

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