How Emirates Needs to Evolve: A Response to Coby Explanes A380 Video
- Jamsheed Motafram
- 8 minutes ago
- 4 min read
· Introduction: The airline industry is changing, and Emirates must adapt. Coby Explanes’ video highlights Emirates President Tim Clark’s interest in an A380Neo, but Airbus has ended the A380 program, prompting Emirates to rethink its strategy.
· Background: The A380 played a major role in establishing Emirates as a global powerhouse. Its size and luxury offerings made it a strong marketing tool, similar to how other airlines used iconic aircraft. Emirates’ bulk purchase of 116 A380s gave it a unique edge, but the fleet is aging.
· New Aircraft & Premium Economy: Emirates is modernizing with the Airbus A350, Boeing 787-8/787-10, and upcoming 777X. These aircraft open new routes and markets. Emirates also introduced Premium Economy strategically placed on the A380 for comfort and quiet giving it a competitive advantage in mid-tier travel
· Future Challenges: As the A380 retires, Emirates must rely on its new fleet to maintain and grow its global reach. The 787s will serve smaller and regional markets, while the 777X will replace older long-haul aircraft.
· Conclusion: Emirates is taking steps to evolve beyond the A380. To remain competitive, it must stop clinging to the past and embrace its future fleet. Like Delta moved on from the TriStar, Emirates must move on from the A380 and stop lobbying for a revival Airbus won’t pursue.
As the airline industry continues to evolve, one airline has to adapt to that new climate, and that airline is Emirates. Recently I watched a really good video from Coby Explanes talking about how Tim Clark is persistent about looking into the A380Neo. Airbus however is done with the A380 program and because of that Emirates needs to evolve in order to compete. So I will go over the background, Emirates’ recent investments in new aircraft procurement and premium economy as well as what they eventually need to do. Oh and I also highly recommend watching the Coby Explanes video below so you can get a feel for what will be discussed:
Background
In my post about the A380 a while back I talked about how the A380 was able to put the Dubai-based carrier on the map. Coby even goes more into that in his video talking about how the large presence of the A380 is able to make Emirates the juggernaut that it currently is today. In addition to the perks it has in First and Business Class (won’t get into this since it has been explained ad nauseum), the A380 is important to Emirates because of how it’s used as a marketing tool for the airline. This is very similar to how Pan Am marketed the Boeing 747, Kenmore Air with the DeHavilland Beaver or even Delta with the L-1011 TriStar. Coby also mentioned in his video that Emirates unlike other carriers were able to have 116 A380s thanks in large part to the carrier buying them in bulk so they would get them at a discounted price. However, these planes are not getting any younger so the carrier is making changes.
New Aircraft and Premium Economy
Recently, the Dubai-based carrier welcomed their newest aircraft in a long time with the Airbus A350. It’s a gamechanger for the Dubai-based carrier because it allows them to reach new markets such as Lyon, France, Hangzhou, China and Adelaide, Australia. In addition, the 777X is set to be certified by 2026 at the earliest so with those planes coming online as well as orders for the 787-8 and the 787-10, the future is already looking bright.
In addition to new aircraft, Emirates struck a gold mine by being the first Gulf Carrier to include Premium economy. Coby mentioned in his video that Emirates has a key advantage in this market segment because of where it’s placed on the A380. It is on the lower level in the front of the airplane and it has its own meal services, amenity kits, and cabin crew. By placing premium economy in front of the engines, it allows passengers to have a more quiet and comfortable flight without having the need to splurge on First or Business Class. However with these developments, Emirates does have some challenges in the future.
Future Challenges
The big question on everyone’s minds is “How will Emirates change when the A380 retires?” Well first off, the Dubai-based carrier recently acquired the A350. In addition, the airline procured 20 787-8s and 15 787-10s as well as the 777Xs that are coming into the fleet soon (read more in my 2023 Dubai Airshow Recap). Basically, these planes will allow Emirates to not only move on from the A380 but allow the brand to expand into new markets.
Cities such as Denver, Colorado, Colombo, Sri Lanka and Oslo, Norway are now within reach. In addition, the 787-10s can be used for shorter flights such as Dubai to the Indian Subcontinent while the 787-8 can operate on routes with smaller markets. As for the 777X, that plane will be used to replace the 777-300ER on routes such as Dubai to Seattle. So, with all of these exciting developments, will it be enough to move on from the A380?
Conclusion
In summary, Emirates is preparing to move on from the A380 with the procurement of new aircraft as well as investing in its hard product. So back to the Coby Explanes video about Emirates needing the A380. I personally believe that if Emirates needs to stay in the game, they have to realize that the A380 shouldn’t define them. Look no further than how Delta evolved past the TriStar and became the powerhouse that it is today. All brands in business need to evolve and Emirates needs to stop looking to the past with the A380 asking Airbus for an A380neo because Airbus has moved on. So, special thanks to Coby Explanes for his great video about the A380Neo and starting this discussion. But what do you guys think? Should Emirates pressure Airbus into making the A380neo or evolve beyond the four-engine giant? Be sure to leave your thoughts in the comments below and keep looking to the sky!