Boeing Bought Embraer to Outsmart Airbus - But FAILED Miserably

This video is a follow-up to our earlier breakdown of the Boeing–Bombardier deal (PART 2). If you haven’t seen PART - 1 yet, you can watch it at the link below to get the full context before diving into this episode.

   • How Boeing Tried to Outsmart Bombardier - ...  

July 2018. Boeing announces a massive $4.2 billion deal with Embraer acquiring 80% of Brazil's premier aircraft manufacturer and gaining control of their entire commercial jet line-up. But this wasn't a planned strategic move. This was a desperate counter-punch. designed to outsmart Airbus's stunning decision to partner with a company Boeing had just tried to annihilate. You see, just one year earlier, Boeing had filed a trade complaint demanding 300% tariffs against Bombardier's C-Series, a calculated move to block its entry into the US market and silently kill the entire program.
However, Bombardier and Airbus outmanoeuvred Boeing with a brilliant partnership, handing Airbus a world-class aircraft for one dollar and rendering Boeing's tariffs completely worthless. But Boeing wasn't ready to accept defeat just yet. So they struck back with the Embraer deal, acquiring the jets that would compete directly with the very aircraft Boeing had just tried to destroy. On paper it looked like the perfect countermove. until a series of events Boeing never saw coming turned their $4.2 billion master plan into a complete disaster. This is the story of how Boeing had two chances to dominate the small jet market - and somehow managed to lose them both.

Research & Script: Mervin Sousa
Editing: Rishabh
Narration: Oliver