Qantas 787 Dreamliner strategy labeled as “bizarreâ€
There has been plenty of comment in the media following the announcement by Qantas that Boeing will bring forward the delivery of the first eight of 50 787 Dreamliners on order.
The first aircraft will arrive in mid-2012 and will be put into service with Jetstar, the low-cost Qantas offshoot.
Ben Sandilands, in his Plane Talking column, says these “early deliveries†from Boeing were originally due to be delivered to Jetstar from August 2008, meaning they will be arriving “almost four years lateâ€.
Sandilands says the early emphasis on the Jetstar 787-8s “will be to open routes to cities in Europe from its (Qantas) offshore operational hub in Singaporeâ€.
“This is part of a double goal strategy by owner Qantas to shift jobs and costs offshore, and solve the ‘end of the line’ dilemma by using Singapore to fly the jets to Australia and NZ as well as onwards to cities where Qantas has failed in the past, including Rome, Athens, Amsterdam and Manchester.â€
Aviation Record’s Robert Stockdill says the move to hand the first 787s to Jetstar is “an apparent continuation of a trend (by Qantas) to dedicate its best resources to its low cost arm Jetstarâ€.
Stockdill predicts that “passengers on supposedly premium Qantas services would be flown on hand-me-downs from Jetstar long before any new planes are dedicated to the brandâ€.
“The new 787s will be joining the Jetstar fleet, allowing the no-frills airline to expand into southern Europe and leaving ‘premium’ customers to continue suffering on one of the world’s oldest fleets of Boeing 767 aircraft on main trunk domestic routes.â€
Stockdill wrote that that Qantas passengers flying on the 767s are frequently subject to departure delays due to engineering issues and frequently report the aircraft are noisy, cramped and noticeably tired. 

“Now that strategy seems to be being pursued further with the budget carrier division getting new mid-sized aircraft and passengers paying premium prices for ‘premium’ product on Qantas-branded aircraft relegated to older, less reliable planes.
“Qantas is even planning to retire Jetstar aircraft to the Qantas fleet. 

 It’s a bizarre strategy during a time when foreign based carriers such as Emirates and Singapore Airlines are eating heavily into Qantas’ medium and long-haul market share,†Stockdill summed up.â€
The Centre for Asia Pacific Aviation said as a result of Jetstar moving to take over the B787-8s in 2012, “Qantas will be able to drop its geriatric B767s sooner and replace them with Jetstar’s A330-200 hand-me-downsâ€.
“These are bigger than the B767’s 250-odd seats, currently configured with 297 seats, including “Star Classâ€, but they are much more efficient and a better passenger product than the aged B767-300s.
“That will help Qantas restore its operational strength,†said CAPA.
Ian Jarrett
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