Raytheon Aircraft is to end its King Air marketing agreement with luxury car manufacturer Jaguar after one year, as planned, but is considering similar "co-branding" deals involving its piston-powered aircraft.
The manufacturer says the marketing tie-up has been a success, with all but one of 12 Jaguar Special Edition Beech King Air C90s built already having been sold. The final example will be displayed at the Farnborough air show in the UK in September, and Raytheon is hoping to secure a European customer for the aircraft.
The Jaguar King Air features a leather-and-wood interior and special paint scheme. The $2.69 million aircraft has been displayed on the Jaguar stand at motor shows across the USA, resulting in at least two sales to "walk-up" customers new to Raytheon.
One reason for not continuing the Jaguar tie-up beyond one year is that the aircraft would then lose the "limited-edition" cachet that has contributed to the Jaguar King Air's success, says Brad Hatt, vice-president of domestic Beech sales. Raytheon will continue to offer a similar style of interior in the C90, but not be able to use the unique Connolly leather and burled walnut that give Jaguar interiors their distinctive appearance.
Blair Sullivan, turboprop and piston products marketing manager, believes the Jaguar tie-up has stimulated King Air C90 sales. He is keen to extend co-branding to the piston-powered Bonanza and Baron, but deciding on a suitable marketing partner is proving to be difficult, Sullivan says.
Source: Flight International
