Bombardier elevates business aviation in Africa
With a legacy spanning over 75 years, Bombardier has established itself as a leader in the business aviation industry. In this exclusive interview, Eric Martel, President and CEO of Bombardier, shares insights on the company’s presence in Africa, its commitment to innovation and sustainability, and its vision for the future of business aviation on the continent. With a strong footprint in Nigeria and South Africa, Bombardier’s locally based customer support and global spare parts network enable the company to deliver world-class service to its African clients. As the aviation industry continues to evolve, Martel discusses Bombardier’s strategies for driving growth, enhancing global connectivity, and reducing emissions. From the latest innovations in business jets to the company’s efforts to foster a culture of innovation and entrepreneurship, Martel provides a comprehensive overview of Bombardier’s vision for the future of business aviation in Africa and beyond, highlighting the company’s unique strengths and opportunities for growth.
How do you see Bombardier’s presence in Africa evolving in the next five years?
Bombardier is uniquely positioned in Africa as the only OEM with locally based customer support, specifically in Nigeria and South Africa.
Our strategy is grounded in quality assurance and a dedicated Field Service Representative network trained in operation and maintenance support, including 24/7 customer-response center teams in Montreal, Wichita, and Singapore.
How does your global spare parts network and Authorized Service Facilities enhance customer support in Africa?
We maintain strategically located spare parts depots worldwide to ensure timely support for our customers in Africa, complemented by Authorized Service Facilities and a market development team that understands both our clients’ needs and the regional market.
What strategies are in place to drive growth?
Africa’s aviation sector holds tremendous potential for Bombardier. We have been active in the region for many years. By combining proactive, locally based support with deep market knowledge, we continue to deliver world-class service across the continent.
What’s your perspective on the current state of the aviation industry in Africa, and how do you see it evolving in the coming years?
We’ve observed strong growth in demand for new aircraft across Africa, as the market continues to shift from pre-owned to new models. Customers are seeking lower operating costs, customized designs and interiors, and comprehensive warranties. Aircraft such as those of the Global family deliver exactly that: efficient, modern and tailored solutions that meet the evolving needs of operators in Africa, featuring the industry’s healthiest and most comfortable cabin along with the smoothest rides in the skies. For Africa, where connectivity and long-range capabilities are essential, the Bombardier Global 8000 aircraft set a new benchmark in performance, enabling clients to travel farther and faster and arrive more refreshed than ever before. Our Challenger aircraft family is also well positioned to offer connectivity within Africa.
What role do you see business jets playing in Africa’s economic growth and development?
Business aviation plays a critical role in Africa’s economic growth, improving connectivity between cities and regions while significantly reducing travel times. For example, a journey from Lagos to Malabo that would take hours by commercial flight can be completed in under 75 minutes, enabling executives and clients to reach their destinations efficiently. This enhanced mobility increases productivity and supports business development across the continent.
How do you see business aviation evolving to further enhance Africa’s global connectivity and drive economic growth on the continent?
Beyond regional travel, business aviation strengthens Africa’s global connectivity, linking key business hubs on the continent directly to Europe, the Middle East, Asia and the Americas, critical for trade, investment and diplomacy. Our aircraft are more than tools for mobility; they are catalysts for growth, investment, and innovation across the continent.
As President and CEO of Bombardier, what initiatives are you implementing to drive innovation and growth within the company?
Bombardier has a long-standing legacy of over 75 years as a leader in business aviation, and we continue to drive innovation and growth by redefining the industry. Our Global 8000 aircraft set a new standard in its segment, responding to market demand and creating a new category for ultra-long-range, ultra-luxury travel and connect regions such as Africa to Asia to destinations around the globe non-stop, enhancing global mobility for our clients. In addition, the short-field performance of our Global aircraft allows access to airports that other large jets cannot reach.
How do initiatives like the EcoJet and sustainable aviation fuel contribute to your company’s sustainability goals, and what further steps are you taking to reduce emissions?
We are advancing initiatives like our EcoJet research project aiming at maturing and delivering technologies that reduce aircraft CO₂ emissions, we added solar panels to certain sites to increase renewable energy consumption, and we purchase a fuel blend of approximately 30% SAF via Book and-Claim for all operational flights to reflect our commitment to sustainability.
How has the implementation of AI-powered inventory management systems impacted your ability to predict spare parts needs and improve aircraft availability for clients?
On the operational side, across our six global parts facilities, we use AI-powered inventory management systems that analyse real-time aircraft usage and historical data. This allows us to optimize inventory forecasting, match stock levels to customer demand, and predict spare parts needs with greater accuracy. The result is faster turnaround times, improved parts availability, and ultimately better aircraft availability for our clients, ensuring they can operate efficiently and reliably wherever they fly.
How do you foster a culture of innovation and entrepreneurship within Bombardier?
At Bombardier, fostering innovation and entrepreneurship starts with empowering our people. We’ve built a culture that values agility, authenticity and operational excellence. I believe in removing barriers and simplifying decision-making so our teams can act quickly and confidently. This mindset allows us to innovate not just in our products, but in how we work, and how we serve our clients around the world.
We’ve invested in internal programs like the Introduction to Problem Solving course, which has equipped over 1,400 employees with scientific thinking tools to approach challenges methodically and make data-driven decisions. It’s a powerful example of how we nurture entrepreneurial thinking across the organization and always put our customer front and centre for our decisions.
What leadership lessons have you learned from your experience in the aerospace industry?
The aerospace industry teaches you to lead with resilience, clarity and purpose. One of the most important lessons I’ve learned is the value of listening to customers, employees and partners alike. Listening enables us to adapt quickly, make informed decisions and build lasting trust.
I’ve also learned that investing early in key regions, nurturing strong relationships, and developing a recognizable brand are equally essential. In Africa, for example, these principles allow us to forge meaningful partnerships and position Bombardier as a trusted, long-term contributor of the continent’s aviation sector.
How important are partnerships and collaborations in driving growth and innovation in the aerospace industry?
Partnerships and collaborations are critical to driving growth and innovation in the aerospace industry. A great example is the Passport engine, specifically designed for the Global 8000 aircraft, providing enough power to fly 8,000 nautical miles on a single tank allowing us to innovate at the highest level, delivering exceptional aircraft that meet and exceed the expectations of our customers worldwide.
Building on the success of the Global 7500 with over 302,000 flight hours and 228 aircraft in service, the Global 8000, has a top speed of Mach 0.95, making it the fastest civil aircraft since the Concorde.
Can you share examples of successful partnerships or collaborations that Bombardier has undertaken in Africa?
Partnerships and collaborations are key to Bombardier’s success in Africa. For example, our Authorized Service Facilities and local service centres in Nigeria and South Africa highlight our commitment to customer support, ensuring clients receive timely, high-quality service. These partnerships allow us to be close to our customers, understand their unique needs, and provide reliable support across the continent. By combining our global expertise with local presence, we strengthen relationships and ensure operators in Africa can operate efficiently and confidently.
What are your predictions for the future of the aviation industry in Africa?
The aviation market in Africa holds tremendous potential for Bombardier, and we expect demand for modern, long-range business jets to continue growing. The Bombardier Global family is a household name across the continent, known for reliability, performance and unmatched range.
How will Bombardier position itself to take advantage of emerging opportunities?
Our aircraft portfolio is designed to grow with our customers’ evolving needs. From the Challenger 3500 and 650 for regional travel within Africa, to the Global 8000 for long-range international destinations, we provide a wide solution that scales with their business and travel demands. Our dedicated Sales team, serving the region for over a decade, continues to build strong, long-term relationships with customers. By combining a trusted brand, innovative aircraft and deep local knowledge, Bombardier is well-positioned to take advantage of emerging opportunities and support the growth of business aviation in Africa.
