Trump Has Some Branding Advice for Boeing

American Airlines Boeing 737 MAX 8 sits at a boarding gate at La Guardia Airport in New York. American Airlines is canceling 115 flights per day through mid August because of ongoing problems with the Boeing 737 Max aircr

American Airlines extends Boeing 737 Max cancellations through August

Trump tweeted Monday that if he were in charge of Boeing, he would "FIX" the plane, "add some additional great features, & REBRAND the plane with a new name". In early April, the company took the extraordinary step of cutting its 737 Max production rate from 52 per month to 42.

The airline's CEO Doug Parker and President Robert Isom issued a statement saying it would cancel 115 flights daily through August 19, representing approximately 1.5 of the airlines' flying each day during the summer.

This no longer appears to be the case as preliminary reports from the crash of Ethiopian Airlines flight 302 confirm that the Boeing 737 MAX was to blame for the crash that killed all 157 on board.

A full rebranding of the MAX was not likely, according to a person familiar with Boeing's thinking, who noted that renaming an aircraft is a significant undertaking.

The Chief Executive and President of the company said in a letter to employees and customers that they believe the plane will be recertified before that date but want to be reassured of the reliability ahead of its peak travel season. Southwest Airlines last week also extended flight cancellations for 737 Max planes from June until August.

The causes of the crashes are still being investigated, but the focus has been on an automatic safety feature that may have forced the nose of each plane lower when it incorrectly sensed the plane was in danger of going into a stall.

"We remain confident that the impending software updates, along with the new training elements Boeing is developing for the MAX, will lead to recertification of the aircraft soon".

The Boeing 737 MAX has been involved in two deadly crashes over a span of just five months.

The plane's grounding has also threatened the USA summer travel season, with some airlines removing the 737 from their schedules through August.

The FAA initially said Boeing would complete the software fix "no later than April". He said Boeing's planned software update for the Max must "address the problem 100 per cent before we return the aircraft to air".

"We're taking a comprehensive, disciplined approach, and taking the time to make sure we get it right", he said.

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