Why the 90 seat Q400 had to be announced at the Singapore Air Show

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Nok Air Q400

Bombardier, manufacturer of the world’s largest western civilian turboprop aircraft, the DHC-8 Q400, today launched the 90 seat variant at the Singapore Airshow, making the largest airplane even larger in terms of capacity, without so much as stretching the airplane by an inch.

The Q400 usually seats 78 passengers in a single class with a 30 inch seat pitch. In 2013, Bombardier had launched the 86 seat variant of the Q400, with Nok Air of Thailand as the launch customer. The 86 seat variant offered a seat pitch of 29 inches, by shifting the aft galley into the aft cargo hold, thereby reducing aft cargo space by 20%, and doing away with the forward baggage hold.

Then, in December, ATR received EASA certification for a 78 seat variant of its ATR 72-600 (click here to read), which offered a single class seating with 28 inches seat pitch, with Cebu Pacific of Philippines as the launch customer.

This made the case for Bombardier to announce a 90 seat variant with a seat pitch of 28 inches. To add an extra 4 seats, or one row, Bombardier is, according to Flightglobal, will push back the rear bulkhead and reconfigure the front right hand door. To make the airplane more attractive, Bombardier is increasing the 90 seat variant’s payload by 900 kg, and proposing an escalation of the A-Check and C-Check intervals from 600/6,000 to 800/8,000 flight hours. The 90 seat variant is expected to enter service as early as 2018, provided Bombardier secures a launch customer for the type.

Why at the Singapore Airshow?

There are four reasons why ATR and Bombardier are focusing on South East Asia. First, the geography and infrastructure of countries is such that connectivity within the country is best offered by short haul air transport. Second, the region is comprised of developing nations, where the end customers, the passengers, are very price sensitive. Third, demand for travel is rising. Fourth, the average height of the population is much shorter than the western world.

Turboprops are excellent for short and thin routes. Average ticket prices can only be lowered if the cost per seat falls further. The same airplane packing more seats lowers the cost per seat per flight, which allows airlines to compete better using pricing as a tool. The 90 seat variant may reduce the cost per seat by as much as 11-13% when compared to the 78 seat variant, and by 3-4% when compared to the 86 seat variant. Packing more seats reduces the seat pitch, which would have been a repulsive product to sell to passengers in the western world. But in South East Asia, the lower average height makes a 28 inch seat pitch comfortable. South East Asians are, on average, one of the shortest in the world.

Bombardier had launched the 86 seat variant at Dubai, but the launch airline is from a South East Asian country. Knowing that any demand for ultra high density aircraft variants will only come from Asia, Singapore Airshow 2016, Asia’s biggest commercial aerospace and defense exhibition, had to be the platform of choice.

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2 thoughts on “Why the 90 seat Q400 had to be announced at the Singapore Air Show”

  1. Amazing, they are improving their customer service for the better experience of passengers.

  2. Atul Bhatia said:

    28-inch seat pitch? There’s no way I’m getting on this aircraft. I may be ‘asian’ and therefore ‘smaller’ than the average westerner, but at 5’10” I have problems squeezing myself into the normal 30″ seat pitch one finds in LCCs all over India.

    Looks like Bombardier has exhausted its sales pitch in the western hemisphere and is trying to woo the eastern customers. Problem is, it may well succeed. 😦

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