‘World’s beautiful’ Airbus says as air industry sets out green goals

Published on : Thursday, September 23, 2021

julie_kitcher

Airbus (AIR.PA) leads a chorus of pledges by aviation leaders to cut emissions under an eco-friendly new slogan on Wednesday.

But, it was forced to defend its jet-selling business under criticism from campaigners urging the industry to tame its growth.

The European company said aviation could only hit net-zero carbon emissions in 2050 if airports, airlines and air traffic systems also embraced radical change.

Last year, it announced plans to develop a hydrogen-powered airplane from 2035.

Executive Vice President Julie Kitcher told that reaching net-zero will be the result of a truly unparalleled act of cooperation.

Days before German elections that could reshape European green politics, Airbus road-tested a new slogan designed to link its own brand and an under-pressure aviation industry with sustainability: “The world is a beautiful place”.

Replacing the earlier catchphrase “We make it fly”, the rebranding could be contentious with green groups.

It nonetheless reflects a shift in industry boardroom priorities from winning the race to develop iconic machines, to overcoming the climate concerns of politicians and investors.

Airbus Chief Executive Guillaume Faury defended the sale of new jets, saying it was the best way to cut emissions quickly, pending solutions that include hydrogen power for smaller jets.

Airbus Chief Executive Guillaume Faury defended the sale of new jets, saying it was the best way to cut emissions quickly, pending solutions that include hydrogen power for smaller jets.

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