Being first doesn't ensure success -- just ask Boeing

[Date Prev][Date Next][Thread Prev][Thread Next][Date Index][Thread Index]

 



http://seattlepi.nwsource.com/virgin/195780_virgin19.html

As much as companies like to attribute their success to their own
brilliance in developing a product or reading the market correctly, more
often than not they can also attribute success to forces far beyond
their control.

Examples: Would-be competitors who don't pay attention to shifts in
consumer tastes. Who don't develop new technology. Who develop new
technology but don't not know what to do with it. Or who introduce a
product that no one wants or doesn't work.

These "out of our hands forces," in their most dramatic and tragic form,
figure into the five-decade dominance of commercial aviation by our
homegrown plane manufacturer, as marked by the 50th anniversary of a
significant if somewhat overlooked event: the Comet crashes.

If any plane is most closely associated with the launch of the
commercial jet age, it's Boeing's 707. But Boeing wasn't the first
commercial passenger jet transport in regular service. That distinction
goes to the British-built de Havilland Comet, which entered service in
1952.

"The Comet was an incredible piece of engineering," says Bob Hood,
retired from the transportation electronics industry and now a volunteer
on a Museum of Flight restoration of a Comet 4C. "It looked almost like
a Buck Rogers airplane."

One feature that gave it that futuristic look was that instead of the
now-familiar configuration of suspending the engines from the wings, the
Comet incorporated the engines in the wings themselves, using small
oblong portholes rather than the gaping intakes common on jets today.

But appearance alone wasn't what intrigued the airlines about jets in
general and the Comet in particular. Jets promised faster and more
comfortable travel than what the prop-driven planes of the day could
hope to provide.

The Comet "opened the market for jet airplanes," Hood says. "It was
faster than fighters of its day."

But there's a reason why the Comet is a footnote to aviation history and
Boeing, not de Havilland, is one of the two surviving players in large
commercial transports.

The Comet had a fatal flaw -- metal fatigue brought on by the repeated
pressurization and depressurization of the cabin at high altitudes,
leading to spreading cracks and the eventual break-up of the plane. In
January 1954, a B.O.A.C. flight plunged into the Mediterranean, killing
all 35 aboard. In April of that year a second Comet crashed, also in
Italy, with another 21 fatalities. The Comet was withdrawn from service.

One month after that second crash, Boeing rolled out from its Renton
plant the Dash-80, what the world came to know as the 707.

Did the Comet crashes irreversibly hand domination of the passenger jet
industry to American manufacturers?

What's fascinating in reading various histories of Boeing about the
period is how much uncertainty there was within the industry and at
Boeing about passenger jets. Everyone had a sense that jets would be the
future, but much less certain was when jets would be economical to fly
and whether Boeing could afford the huge financial gamble necessary to
launch a new model.

The introduction of the Comet certainly helped spur Boeing's decision to
go ahead, and the Comet's problems helped shape the 707's marketing.
Robert Serling's book "Legend and Legacy: The Story of Boeing and Its
People" suggests that Boeing had already addressed the metal-fatigue and
cracking problem with such measures as rounded-corner windows. But just
to emphasize the point, Serling writes, Boeing prepared for its sales
pitches a movie demonstration showing that even if the 707's fuselage
were punctured the plane would not violently disintegrate.

Interestingly the updated model of the Comet (the 4C, same as the Museum
of Flight's plane) made it to trans-Atlantic service ahead of the 707 in
1958. But as Hood and others note, the 707 had greater range and carried
more passengers. Eugene Rodgers' book "Flying High" puts it starkly:
"The 707 (and later the DC-8) proved so superior to the Comet that the
de Havilland airplane sank into oblivion."

That suggests that Boeing and Douglas might have won pre-eminent
positions in the industry regardless of the original Comet's problems.
Still, four years is a long time with an emerging technology, a long
time in which de Havilland could have been locking up contracts with
customers (Pan Am, which initially ordered Comets, switched to the 707)
and making the refinements necessary to produce a more competitive
plane.

The Museum of Flight's Comet 4C flew for just 10 years (1960-1970) for
Mexicana. It's now the museum's restoration center at Everett's Paine
Field, where work began in 1995. "We're more than halfway there," Hood
says.

When restoration is complete the Comet will go on display as a static
(non-flying) display (you can find out more about the project and
monitor its progress at www.dhcomet.org).

It will go on display primarily as part of the timeline-in-metal through
which the Museum of Flight explains the history of aviation. It will
also serve as a winged-but-grounded reminder of two important business
lessons. Being first is good for the history books but doesn't have a
lot to do with long-term success.

And often that success has less to do with your own achievements and
more with someone else's failures and mistakes.

=20

[Index of Archives]         [NTSB]     [NASA KSC]     [Yosemite]     [Steve's Art]     [Deep Creek Hot Springs]     [NTSB]     [STB]     [Share Photos]     [Yosemite Campsites]