When we committed to our rebranding journey, many—and I mean many—more conversations followed that informed the way we now present ourselves to the world. The notion of “like family” came back time and again as a true differentiator of our relationships. Emmanuel Bornand, our vice president of international sales, and his team weren’t surprised: “We are Bombardier’s ambassadors with our clients, but also our clients’ ambassadors within Bombardier. The way we see it, there really is no strict separation between us and our clients,” he told me when I asked him what our rebranding is telling our clients. “Our rebranding journey emphasizes that we speak the same language. We are elevating how we address our clients, the market and the world in general.”
What has also emerged from our discussions is a celebration of the crucial characteristic that everyone we spoke with saw in Bombardier: we meet you at your altitude. Frank Vento, our vice president of US sales, enthusiastically agreed: “This is our secret sauce. There are no compromises when it comes to our aircraft. What we do differently from the competition is that we flex for our customers, from corporate fleets to the most discerning individual owners, in a way that caters to their specific needs. We take the time to understand what they need, and then provide it, even if that means developing a completely new solution to fit their purpose.”