Over the last two and a half years, the Boeing 777X has experienced sluggish sales growth, and consequently, it has been widely discussed whether the aircraft manufacturer should lower their prices to increase their sales volume.
Boeing CEO, Dennis Muilenburg declines this option. Instead, he chooses to focus on developing the 777X product by introducing new wing technology and turbofan engines.
As a lower price could have some of Boeing’s customers assume that their planes are of inferior quality, this move could turn out for the best for Boeing’s bottom line.
Read more about the pricing psychology behind lowering prices and its effects on output.