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How the world views your industry
- 1. What people outside this room are thinking
- 6. “Are they willing to compromise their kids’ safety so that some corporate jet owner continues to get a tax break?” Barack Obama, June 29, 2011
- 8. Business user – CEO, chairman, entrepreneur, employee 61%
- 9. What do you think of business jets?
- 10. Used by fat cats/very rich I want one/sign of success Best way to travel Bad for the environment Ultimate business tool Amazing machines/technology Do not know
- 14. 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 55-64 25-34 35-44 45-54
Notes de l'éditeur
- We are about to have two days of sessions but I just wanted to give you something to ponder during the conference and hopefully where you leave here. Lets start with a vote: Does it matter what people outside the industry think of business aviation? Yes No I would argue that it is important. Although the majority of Americans will never fly in a business jet, let alone buy one they do get to influence politicians, argue for and against small airports and so on.
- The NBAA has done so great campaigns like this one OK, lets follow on from this. Has anyone picked up a hitchhiker in the last year? Does anyone let their kids hitchhike? Hitchhiking is a really interesting cultural phenomenon. One of the reasons it has died out is becayse people are scared of hitchikers. They hold up a sign saying Miami but you read it I HAVE A KNIFE Another way of looking at this is have you ever taken kids to the park – your own, nieces and nephews, grandkids. A dog rushes towards the toddler: The owner sees this:
- This is what the owner sees This is what you see
- This image is appropriate for how many people in business aviation feel: In the last few years it has felt like business aviation has been attacked a lot
- Rep. Gary Ackerman, D-New York, told the chief executive officers of Ford, Chrysler and General Motors at a hearing of the House Financial Services Committee. "It's almost like seeing a guy show up at the soup kitchen in high hat and tuxedo. It kind of makes you a little bit suspicious.“ Really frustrating. Should have argued that they were fighting to save business and don’t have time to sit in coach Or they could have said emissions
- We had President Obama's 2011 press conference where he mentioned business jets 11 times – so we either know that it had worked well in polling or alternatively he could have been having a bad day and struggling to think of different answers Lets have another vote Americans are: Positive towards business aviation Negative towards business aviation Do not know much about business aviation
- So we decided to find out what average Americans thought about business aviation. Two weeks ago we conducted two surveys. We used internet polling, sites which have locked content but you can get to it when you answer a question. We had a cross-section of replies. The first question we asked was who do you think is flying on this aircraft? CEO/Chairman 31.0% (+5.6 / -5.1) Billionaire/millionaire 28.0% (+5.0 / -4.5) Entrepreneur 16.8% (+4.8 / -3.9) Employee of a large company 13.2% (+4.3 / -3.4) Celebrity/Rock star 11.1% (+4.2 / -3.2) 60% went for business uses – top answer was CEO 28% billionaire 11% celebrity rock star MOST PEOPLE WHO ANSWERED THINK BUSINESS JETS ARE FOR BUSINESS USE
- So we decided to find out what average Americans thought about business aviation. Two weeks ago we conducted two surveys. We used internet polling, sites which have locked content but you can get to it when you answer a question. We had a cross-section of replies. The first question we asked was who do you think is flying on this aircraft? CEO/Chairman 31.0% (+5.6 / -5.1) Billionaire/millionaire 28.0% (+5.0 / -4.5) Entrepreneur 16.8% (+4.8 / -3.9) Employee of a large company 13.2% (+4.3 / -3.4) Celebrity/Rock star 11.1% (+4.2 / -3.2) 60% went for business uses – top answer was CEO 28% billionaire 11% celebrity rock star MOST PEOPLE WHO ANSWERED THINK BUSINESS JETS ARE FOR BUSINESS USE
- For the next question we asked a simple What do you think of business jets We gave them seven options – these were in random order Used by corporate fat cats/very rich 26.4% None of the above 23.0% Sign of success - I want one 18.6% Best way to travel 18.0% Ultimate business tool 16.4% Amazing machines/technology 14.0% Bad for the environment 10.8% And the winner was: Actually remembering the dog and hitchhiker lets see what you said
- OK the top answer was fat cats Second top was don’t know 23% But in retrospect, we probably asked too many questions – we had four positive possible answers and two negative ones so split the vote, in fact it was pretty positive
- So this is all very positive, but we had a couple of concerns. First more than a quarter of people did not have a view at all. Second we had a very high bounce rate on the first question, which meant a lot of people were choosing another question We wondered if that could be because they just did not know anything about business jets So we decided to ask one other question to gauge their knowledge, and this time we decided to increase the number of respondents. 500 random people is actually not a bad sample but for this one we went to FIVE THOUSAND AMERICANS We asked them: What is the first company or brand that you associate with business jets or private jets? And the winner was:
- But Learjet only took 12% - and that was helped by older respondents
- The biggest winner was actually don’t know Boeing came second by 14% but 60% of people answered don’t know or gave a wrong answer like American Airlines
- LearJet 16.15 Boeing 11.86 NetJets 4.64 Gulfstream 2.82 Cessna 2.33 Donald Trump 0.89 – Trump came fifth Bombardier 0.5 GVI 0.23 Nike 0.2 Honda 0.19 Rolls-Royce 0.13 Blue Jet 0.13 Airbus 0.13 New York Jets 0.11 Embraer 0.08 GV 0.08 By the way, you may be wondering what richer individuals went for. So people earning more than $150,000- which clearly is not that much money in business jets terms were better informed but still not market experts.
- SO to summarise Although we – rightly – worry when we see things like this (auto CEOs)
- So to summarise, most people in America do not view the industry like this
- They actually don’t see the industry like this: But more like this
- The decline of hitchhiking is a realy fascinating subject in its own right. It used to be a common sight in Europe, now you hardly ever see anyone. This is because of perception. This is how the hitchikers see themselves
- But most people in America – the world’s biggest and most developed market actually don’t know a lot about business jets or business aviation . If you say the word business jet to most of the 320 million people in the US they actually think?
- Thanks very much