The Paris Airshow wasn't just all fun and games; the event was also used as a serious marketing platform for coveted upcoming models in the aviation world, primarily including the Boeing '797'. Even though the Boeing 797 may physically be unveiled years in the future (under a decade or so), several airlines have already lined up to be the first to lay their hands on this special aircraft. The most eager of these players seems to be Norwegian Air Shuttle, whose CEO Bjørn Kjos has already explicitly stated "Yes, we definitely want to be first in line."

"We're looking at the new middle-of-the-market aircraft," he said in an interview taken in Seattle last week.

© Bill Larkins / Wikimedia Commons

The Boeing 797, also known as the "New Midsize Airplane Design" or "NMA", will be designed to carry "200 to 270 passengers, have a range of 5,000 nm and be equipped with engines with 40,000 to 50,000 lb of thrust." This explains why the aircraft is so coveted, because it would enable the Norwegian Air Shuttle and countless other eager stakeholders like United, Alaska, Delta and SpiceJet, to expand without the need to add more flights and consequently spend more resources or capital, keeping variable costs low.

However, it seems as though the Norwegians are indeed perfectly primed to be the first to wield such an aircraft. Recently, the air carrier received the green light from the U.S. Department of Transportation to fly from EU locations to the U.S., sparking protests and complaints from the side of American carriers and labor unions who fear unfair competition. This Thursday, Norwegian Air Shuttle also sealed the delivery of its "first two single-aisle 737 Max 8 jets from Boeing," signifying how rapidly and efficiently the aircraft is expanding on a global scale. The airline has an overall order of 100 Boeing 737 Max aircraft that are poised to be constructed and finally delivered.

© pjs2005 / Wikimedia Commons

That being said, Boeing's own interests must also be kept firmly in mind. The aircraft manufacturing company wants to attract airlines that are trying to ameliorate congestion on busy routes now navigated with smaller, less unwieldy jets as well as open up new routes. It seems, however, that Kjos's own vision is in accordance with this goal, furthering Norwegian's position as a key consumer: "They don't build runways anymore," he said. "So how should you grow[?] [You] have to upscale the aircraft."

Either way, Boeing is now strategically and ideally placed in a position of desirable leverage, a point that is further highlighted by the upward trend of its stock. Considering that the actual NMA's will be ready for delivery around 2025, the future years will be paramount in determining who will obtain the aircraft first in terms of what requirements Boeing will further need to extract from them. This will inevitably be dependent on factors such as the economy, investor confidence, logistical and ethical considerations as well as price. Yet, for now, it is safe to say the Norwegians maintain their lead.