By Karl Sinclair • Contributing Writer
October 5, 2026
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Securing market share in the commercial aviation business is one of the most difficult industrial endeavors one can attempt. It requires huge amounts of capital and thousands of talented engineers, among a laundry list of items. Success is far from guaranteed.
Just ask the likes of Bombardier, Mitsubishi, and Lockheed. The list of failed attempts is long and distinguished. Even the best can follow a segment killer, resulting in disaster.
A Comac C919 en route to Shanghai Pudong International Airport. Photo credit: Wikimedia Commons
Today, the market can be segmented along geographical lines. North America (Boeing), South America (Embraer), Europe (Airbus) and Asia (Comac), with occasional forays into enemy territory. Think Airbus in Mobile and Mirabel and Boeing’s failed joint venture in Brazil.
The most profitable segment is the narrowbody workhorse niche. It is also the most in demand.
Consensus 20-year market forecasts see a worldwide need for some 40,000 new aircraft, about 80% of which will be narrowbodies. In the workhorse segment, there are currently orders for over 20,500 of the newest generation of aircraft, with approximately 7,000 already delivered–leaving 13,500 in the global backlog.
In this segment, Airbus holds a commanding 59% share of the total orders. It also leads in deliveries, having handed over some 66% of those orders, and has 56% of the worldwide backlog.
Boeing has 35% of all orders, is responsible for 33% of all aircraft in service and has 36% of the backlog.
The annual race to declare oneself “Order King of the Year” and “Delivery Champion of the World” (not real titles, but you get the picture) is fierce. There is also the all-important backlog.
A robust orderbook indicates worldwide demand for your products. Strong and increasing deliveries illustrate technological and logistical prowess, and the ability to deliver on promises. A significant backlog demonstrates future growth and profitability in the sector.
Now, let’s consider how a fledgling airframer might seek to boost the perception of its business.
