John Feren

'We see the 7E7 primarily as a replacement for the 767 for many airlines, and hope that those buying the Airbus A380 will consider the 7E7 as a complementary aircraft feeding long-haul routes,' says John Feren, Vice President of Sales, Marketing and In-service Support.

Yet at the Emirates press conference two weeks ago Chairman Sheikh Ahmed bin Saeed Al Maktoum ruled out buying the first edition of the 7E7, although he said the Middle East's largest carrier would look at later, long-haul versions.

So it looks as though Boeing has its work cut-out selling the 7E7 in the region, as many airlines tend to follow Emirates' lead on aircraft acquisition.

The superior technology of the 7E7 is not in doubt, if it can deliver what it promises. Higher cargo capacity, 20% lower operating cost and 20% higher fuel efficiency, these are formidable advantages.

'ANA became our first customer last week with an order for 50 planes, the biggest launch order for any plane in aviation history,' says Mr. Feren. 'The airline is replacing its ageing 767s and the 7E7R fits the gates at many Japanese airports unlike the Airbus which is a special factor.'

That may be true in Japan, where short-haul, high-density routes are the order of the day. But in the Middle East distances are longer, and there are a higher percentage of intercontinental services.

Mr. Feren has other arguments. 'The 7E7 has engines which are interchangeable with other manufacturers in mid-service. This sort of flexibility helps to retain re-sale value for airlines like those in the Middle East which keep a very young fleet.'

It has to be said that the 7E7 does look a very attractive aircraft for the passenger. Details such as the largest windows on any civil aircraft, lower cabin pressure to make flying more comfortable and greater humidity from the air-conditioning will be popular, along with the more spacious interior and electronically dimmed windows.

Boeing expects to have 500 7E7s sold before the airline goes into service in May 2008, and estimates its total market at $400 billion. At present there would seem to be little competition for the 7E7.

'We realize our competition is not the current Airbus A330 but what comes after that aircraft from Airbus,' comments Mr. Feren. And that is always a problem for a technologically innovative aircraft like the 7E7, for the new technology of today is tomorrow's standard.

However, there can be no doubt that the 7E7 will become a standard aircraft for passengers over the next two decades. And the long-haul version - with a higher cargo capacity that the present 777 - will probably find a niche in the fleet's of the rapidly expanding Middle East carriers.

But Boeing will have to make its case on strong commercial grounds as the days when aircraft sales depended on high-level Government support rather than the contribution to the bottom line have largely gone.