Boeing Officially(ish) Rebrands The 737 MAX

While this rebranding has been rumored for a while, it looks like it’s now more or less official.

Boeing slowly and subtly rebrands the 737 MAX

Boeing has today announced an order for up to four Boeing 737 jets by Polish airline Enter Air. Yes, the airline is ordering Boeing 737 MAX 8 aircraft, but that’s not how they’re being described. These planes are being described as Boeing 737-8 aircraft. This is clearly part of a very slow and subtle rebranding exercise for the troubled jet.

As the press release states:

Boeing and Enter Air today announced the Polish airline is expanding its commitment to the 737 family with a new order for two 737-8 airplanes plus options for two more jets.

An all-Boeing operator and Poland’s biggest charter carrier, Enter Air began operations in 2010 with a single 737 airplane. Today, the airline’s fleet includes 22 Next-Generation 737s and two 737 MAX airplanes. When the new purchase agreement is fully exercised, Enter Air’s 737 MAX fleet will rise to 10 aircraft.

“Despite the current crisis, it is important to think about the future. To that end, we have agreed to order additional 737-8 aircraft. Following the rigorous checks that the 737 MAX is undergoing, I am convinced it will be the best aircraft in the world for many years to come,” said Grzegorz Polaniecki, general director and board member, Enter Air.

This is the first press release I know of from Boeing where the company refers to the 737 MAX as something different. As you can seen, Boeing is being subtle about this, and even uses the term 737-8 and 737 MAX 8 interchangeably.

To be clear, internally the plane has long been known as the 737-8, but to the public the “MAX” branding has been used. In this case Boeing is essentially just going back to the initial name of the plane, and dropping “MAX.”

There have been hints of this for a while…

The first signs of the Boeing 737 MAX being rebranded came over a year ago. At the time IAG (the parent company of Aer Lingus, British Airways, Iberia, and Vueling) signed a letter of intent for up to 200 Boeing 737 MAXs, and IAG referred to these planes as the as the 737-8 and 737-10.

I would imagine that this was coordinated with Boeing, though at the time Boeing’s press release continued to use the full “MAX” branding. To my knowledge this Enter Air press release is the first one where Boeing specifically mentions the new branding.

If Boeing were to rebrand the 737 MAX, the new naming convention makes a lot of sense. It’s the same as how the 787 variants are known as the 787-8, 787-9, and 787-10. Similarly, the new 737 variants could be known as the 737-7, 737-8, 737-9, and 737-10 (while older generation 737s were the 737-700, 737-800, 737-900, etc.).

President Trump suggested this rebranding last April, and I guess he was onto something…

Bottom line

The Boeing 737 MAX may once again be certified by later this year, after being grounded for nearly two years. Boeing and airlines have quite the uphill battle when it comes to convincing passengers that the plane is safe to fly.

While operating a safe aircraft is paramount, frankly I can’t blame Boeing for planning on rebranding the plane. Maybe with everything else going on in the world in 2020, people will actually be tricked by this and forget about the 737 MAX fiasco.

What do you make of the rebranding of the 737 MAX?

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cecelia Guest

how to spot a max? look at where the engines sit on the wings! the nacelle is slightly higher on the max. they had to move the engines forward & up to make them fit.

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Azamaraal Diamond

@Glenn You must be privy to some information that I do not have. NMA is no longer in design - they have put that puppy on the back burner as far as I have heard. 737 may be certified soon and when it is back in service then perhaps the NMA will become viable. Maybe in 10 years. Not an aircraft designer but they might have been better to re-wing and re-engine the 757 like they did to the 747. Perhaps they chose the wrong product to focus on. I hate single aisle long distance flights so have always abhorred the 757.

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Glenn Jacobsen Guest

The main problem was that Boeing tried to adapt the 737airframe to a size/performance niche that was previously held by the 757. If you have flown a 757, you know that there is no substitute for it except another 757. The smaller 787 overlapped the seating capacity of the 757-300, and so to pay for the outlandish cost over-runs of the 787, Boeing cancelled the 757 line (not withstanding that NUMEROUS airlines wanted the 757 line to continue) to force airlines to buy the 787. Most didn’t. The 787 isn’t nearly as versatile as a 757 - you could never take one out of MDW fully loaded and take it to either coast or do a oceanic crossing with the SAME airplane. To fill the niche the 757 left, Boeing tried to remake the 737 into a cheaper version of the 757. Didn’t work so well... Now Boeing is working on a clean-sheet airplane known as the NMA - New Market Aircraft. Hopefully, it will be as versatile as the original 757 and be as successful. The 737 airframe is tapped out.

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Dusty Member

@Azamaraal You're still missing an important contributing factor. All previous known incidences of MCAS giving erroneous nose down trim occurred during cruise at high altitude, not within 120 seconds of takeoff. You're also incorrect in blaming Lion Air for only having one AOA indicator. The crash would still have happened if they bought the second one, since Boeing never bothered to tie the system to a second indicator if one was present, as exemplified in the Ethiopian crash. That jet was equipped with two AOA indicators, but the second one was not tied into the system and no AOA indicator disagree message was given despite the two indicators deviating by 59* before the crash. That's entirely on Boeing, without even considering the foolishness of implementing a system that has control over flight surfaces but relies on only a single sensor. You're also completely omitting the jammed trim issue that results from this. The 737 still uses a physical trim wheel, which can be operated with electric motors. However, cutting out MCAS requires cutting the electric motors, which makes it very difficult to correct a severe nose-down trim while maintaining a nose up attitude with the yokes. There's a procedure to correct this, but it hasn't been in the manual or part of 737 pilot training since the 737-200. This also explains why despite the Ethiopian pilots initially initially following the runaway trim procedure, they felt it necessary to turn the trim motors back on. They could not correct the trim by hand while simultaneously keeping the nose up. Yes, it took a "special" set of circumstances for this to occur. That "special" set of circumstances was having this occur immediately after takeoff rather than at cruise, and we are extremely lucky it didn't occur in the US before it occurred overseas. While Lion and Ethiopian having low hour pilots in the cockpit did contribute to the crash, the root cause goes squarely back to Boeing implementing a flight control system that relies on only a single sensor's input (even if more than one sensor is physically present on the aircraft).

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Azamaraal Diamond

@Joe Final thoughts. ALL MODERN AIRCRAFT have computer flight control systems that help the pilot deal with aircraft design quirks. The A320 Neo is a classic example. It is unstable and needs the flight control system to keep it in the air. Invisible to the pilots as it is fly by wire. Guess we should ground all of them at the same time as the 737-8? I just checked and Airbus has a problem with both the A320neo and the A321neo ELAC system. This problem seems to occur on landing with specific centre of gravity configurations etc. Because of this some airlines are flying with less than full airplanes to keep the COG within the specified limits to prevent an angle of attack problem. So Airbus is safe because their "MCAS" is called "ELAC"? Because both the A320 and 321 neo's have a rear centre of gravity design both seem to have a problem. Would you call a rear COG a design flaw? I would. Is it enough to ground the aircraft forever? Depends on the fix. This particular problem appears on landing and could be triggered by a go-around if I read correctly. Might not be the safest design in the world? I digress. The Max has a possible problem of pitch up on takeoff due to the large engines creating lift (if I read the report correctly) which is easily corrected by a pilot or automatically by a computer with correct inputs from the angle of attack sensors. Airbus has a similar problem caused by a rear centre of gravity and possible angle of attack sensors which can be corrected by a computer or by pilot input. I wouldn't call for the grounding of either aircraft once the FAA certification has cleared the planes for safe operation.

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