Bombardier evolves into leading jet maker through the power of family and innovation
The company has grown from a snowmobile manufacturer into a top name in business aviation, and is now focused on advancing the industry
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Bombardier chairman explains how people are key to his company flying high
It takes passion and hard work to build a business, but sustaining its success for years, and even decades, requires a far more extensive set of competencies. There is a need for constant innovation – adapting with the changing times to deliver products that fulfil current market needs.
Bombardier, the Canadian aircraft maker, is a case in point. When Joseph-Armand Bombardier founded the company more than 80 years ago, he focused on developing snowmobiles. His invention of the Ski-Doo personal snowmobile in the 1950s set the tone for an innovation-led culture that continues to thrive today.
In 1986, Laurent Beaudoin – the founder’s son-in-law who served as Bombardier’s long-time CEO – led the company into aviation with the acquisition of Canadair, an aircraft manufacturer known for the Challenger business jets and the CL-215 amphibious firefighting aircraft.
His son, Pierre Beaudoin, who is now chairman of Bombardier’s board of directors, explains how the move came about. “When the Canadian government decided to sell [Canadair], we were one of the two bidders. We won the bid, and we began our aerospace adventure.”
He adds: “There comes a point when we look at where we want to take the company for the future. We felt that business aircraft had great potential.”
Following this acquisition, Bombardier launched a regional aircraft programme which introduced smaller passenger jets. That, in turn, redefined regional air travel by making it more affordable for airlines to connect smaller cities to major hubs. With thousands of aircraft delivered, the programme was one of the most successful of its kind globally.
In the 1990s, the company furthered its journey into the aviation world by acquiring business jet maker Learjet and then launching the Learjet 60, a private jet that quickly became a top seller renowned for its performance and luxury. The latest version of this aircraft, the Learjet 75 Liberty, has built upon this legacy with a modern interior and advanced technology in the cabin.
Also during this decade, Bombardier decided to develop a new ultra-long-range business jet, the Global Express, which would set a new standard for comfort and technology in air travel.
Today, Bombardier has evolved into a multinational company of more than 18,000 employees, yet it still holds true to its roots as a family business. Pierre Beaudoin notes: “We ask our customers what differentiates us, and almost every one of them says, ‘We buy into a family when we buy a Bombardier product’.”
The company is driven by talent and values its workforce as an extension of the Bombardier family. “Our employees are very accessible and passionate about what they do, and they take a long-term approach to developing our products,” Beaudoin says. That approach has proven essential to Bombardier’s success in the aviation industry.
“We have 25-year, 30-year, 40-year employees with the company,” Beaudoin adds. “For them, it’s also their family. I’m very proud when their kids work for us too, and when they become managers in our business, because it creates a sense of belonging.”
Bombardier currently has over 5,000 operational jets on the market, and it also holds the record for the longest non-stop flight in business aviation history: from Sydney to Detroit on one of its ultra-long-range Global 7500 jets. That aircraft model has also set 75 city-pair speed records around the world.
“The culture of Bombardier, starting with my father, is always about being able to set ambitious goals,” Beaudoin says. “When we bought Canadair, it was only producing 10 airplanes a year. Now, we’re well above 150 a year. A lot of people will tell you it can’t be done, but that’s not something we listen to at Bombardier.”
Bombardier is poised to add a new milestone to its history next year with the launch of its Global 8000 business jet, which will offer an industry-leading range of 8,000 nautical miles (14,816km). It is also set to be the fastest civilian aircraft in the world, with a top speed of Mach 0.94, or 94 per cent of the speed of sound.
Meanwhile, the company is making headway in sustainable aviation with the Bombardier EcoJet Research Project, which explores new aircraft designs and technologies with an aim to reduce carbon emissions by up to 50 per cent.
In the span of 80 years, what started out as a snowmobile company has transformed itself into a world leader in business aviation.
Check out the video to take a look inside a Bombardier Global 7500 business jet and also hear Pierre Beaudoin share insights into his decades at the company, its family-driven culture and its strategy for advancing the business jet industry.