How to Destroy Your Brand Without Really Trying

Boeing, the world's leading manufacturer of passenger aircraft, has flown into a crapstorm of potentially epic proportions.  Its best selling new plane has had two recent crashes and the flight controls are suspects in both.

According to Jeff Wise, writing in Slate, a leading suspect is a dubious business decision that led to technical compromises that may have affected airworthiness.

To maintain its lead, Boeing had to counter Airbus’ move. It had two options: either clear off the drafting tables and start working on a clean-sheet design, or keep the legacy 737 and polish it. The former would cost a vast amount—its last brand-new design, the 787, cost $32 billion to develop—and it would require airlines to retrain flight crews and maintenance personnel.

Instead, it took the second and more economical route and upgraded the previous iteration. Boeing swapped out the engines for new models, which, together with airframe tweaks, promised a 20 percent increase in fuel efficiency. In order to accommodate the engine’s larger diameter, Boeing engineers had to move the point where the plane attaches to the wing. This, in turn, affected the way the plane handled. Most alarmingly, it left the plane with a tendency to pitch up, which could result in a dangerous aerodynamic stall. To prevent this, Boeing added a new autopilot system that would pitch the nose down if it looked like it was getting too high. According to a preliminary report, it was this system that apparently led to the Lion Air crash.

If Boeing had designed a new plane from scratch, it wouldn’t have had to resort to this kind of kludge. It could have designed the airframe for the engines so that the pitch-up tendency did not exist. As it was, its engineers used automation to paper over the aircraft’s flaws. Automated systems can go a long way toward preventing the sorts of accidents that arise from human fecklessness or inattention, but they inherently add to a system’s complexity. When they go wrong, they can act in ways that are surprising to an unprepared pilot. That can be dangerous, especially in high-stress, novel situations. Air France 447 was lost in 2009 after pilots overreacted to minor malfunctions and became confused about what to expect from the autopilot.

If the Max is broken and not fixable this will be a disaster for Boeing.