Honda Aircraft Company is reporting a promising start for its HondaJet in Europe, where six of the type are currently in service. The company plans to double this number by the end of the year and exposure of the jet has been assisted significantly by German operator Privateways, which is experiencing significant demand as reported in EBAN last month.

“Privateways' customers love it and crews are flying more or less around the clock to accommodate the requests,” says HondaJet sales director Simon Roads. “All this means that a lot of people are getting on the aircraft and are becoming aware of it, which can only be a good thing.

“The HondaJet is a perfect city pair aircraft for Europe, so that's where people will see the benefits of it. Europe right now is looking strong for us and I have been there to visit clients several times in the past few months.”

Last year Honda exhibited at MEBAA in order to introduce the type to the Middle East market. “It was very well received and there is a lot of interest there for city pairs too,” continues Roads. “Abu Dhabi, Doha and Riyadh are the kinds of places it can connect. That is where people are looking to use it. We always go and test a market before we make a decision to go forward, and the aircraft received a very positive response. I would see it as one of our next target markets.

“Regarding Africa, we have had interest, but we haven't taken the aircraft in to the region yet to test it. Because of its short field performance and rugged durability, I anticipate that the HondaJet will be able to compete with some of the aircraft currently in operation there.” Roads believes that Honda will initially investigate South Africa, Nigeria, and other established corporate aviation territories. “We will be looking to replace some of the ageing fleets that are using the runways there at the moment.”

Interior size has been a big advantage for the aircraft. “We are living in a large cabin world, and this makes the HondaJet attractive,” he continues. “Clients appreciate the style, the technology and the unique look.”

The HondaJet also sets itself apart by virtue of being the new kid on the block, and a different proposition to some of the longer established jets. Younger buyers are especially keen to own something different, as Roads explains: “When a new hyper sports car comes out, these customers like to buy that car, partially because it is new and innovative. I think the HondaJet is in the same fold as that. It has the sleek look, the technology and the luxury. We don't seem to get any negative comments about the fact that we are new, because the Honda brand has huge recognition, so I think people understand it as reliable and technologically advanced.”

As well as the aircraft's speed, another selling point is its efficiency, which is important for today's buyer. Roads cites a favourable cost per nautical mile when compared with other aircraft in its class, and says that the cabin is comfortable too. “The over-the-engine mount affords us not just tremendous efficiency, it also offers a large cabin and a very large baggage compartment. These features combine to make the HondaJet a nice proposition for the European region. If you look at some of the city pairs such as London to Paris, Paris to Geneva and so on, it supports those roles incredibly well.

“A year from now we see ourselves being more established in Europe and the fleet growing significantly in that region. I would also like to see us selling aircraft into the Middle East and seeing some growth there. But it is important not to underestimate charter services, which have been a key contributor to our emergence in Europe.”