In the Altitude of Airbus and Boeing

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Table of Contents

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1. Executive Summary: Boeing Leads Mentions and Engagements, Partnerships and Accidents Fuels Sentiments

2. Boeing's Accident Dominates Volume and Engagements

3. Airbus Fire at Busan Flames Engagement, Support for Technical Issues Raises Volume

4. Boeing's Jeju Air Incident Triggers Engagement Peak, While Safety Inspections Sparks Volume

5. Where’s the Buzz?: India, Australia, and Malaysia Tops the Discourse

6. Airbus’ Top Channels: Lumi News Malaysia Heads the Line

7. Boeing’s Top Channels: Lumi News Malaysia At the Forefront

8. Partnerships Lauded, Aircraft Quality Questioned

9. Top Personalities for Airbus: Nikhil Sachdeva and Raphael Dinelli Leads the List

10. Top Personalities for Boeing: US President Donald Trump Ranks First

11. Top Organisations for Airbus

12. Top Organisations for Boeing

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1. Executive Summary: Boeing Leads Mentions and Engagements, Partnerships and Accidents Fuels Sentiments

Aircraft manufacturers allow the connection of businesses, culture, and people from different countries and continents. As a sector, they produce significant economic growth through tourism and international trade. To identify key findings in the aircraft manufacturing industry, Truescope analysed social media posts and online news in the Asia-Pacific (APAC) landscape from 3 Dec 2024 - 3 Mar 2025.

Data revealed that Boeing gained the most Mentions (2,886) and Social Engagements (73,339). Moreover, the aircraft manufacturers were predominantly discussed across online news channels (90.3%).

Although Airbus and Boeing received mostly neutral sentiments, driven by aircraft mentions in online news, it can be noted that positive mentions were fuelled primarily by partnerships, while negative mentions were mostly brought about by aviation accidents.

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2. Boeing's Accident Dominates Volume and Engagements

Between the two aircraft manufacturers, Boeing led the Volume with 2,886 Mentions, while Airbus followed with 1,566 Mentions. Boeing’s spike on 30 Dec 2024 can be attributed to news of the Ministry of Land, Infrastructure and Transport of South Korea considering an all-out safety inspections of all Boeing 737-800 model aeroplanes operated by South Korean air carriers.

In terms of Social Engagements, Boeing dominated with 73,339 Social Engagements, while Airbus garnered 36,424 Social Engagements. The surge on 29 Dec  204 was driven by  news of Jeju Air’s Boeing 737-800 plane crash.

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3. Airbus Fire at Busan Flames Engagement, Support for Technical Issues Raises Volume

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4. Boeing's Jeju Air Incident Triggers Engagement Peak, While Safety Inspections Sparks Volume

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5. Where’s the Buzz?: India, Australia, and Malaysia Tops the Discourse

Across the APAC Region, Airbus was discussed predominantly in India (471 Mentions), Australia (441 Mentions), and Malaysia (233 Mentions). On the other hand, Boeing was prominently conversed in India (1,100 Mentions), Malaysia (525 Mentions), and Australia (489 Mentions).

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6. Airbus’ Top Channels: Lumi News Malaysia Heads the Line

Online news channels (92.0%) served as the main platform where Airbus was discussed. Among the news sites, Lumi News Malaysia was the source with the highest distribution (41 Mentions). Top media items in Lumi News Malaysia covered the following:

• Hungarian low-cost carrier Wizz Air launched UK’s only non-stop flights to Medina, Saudi Arabian using the Airbus A321XLRs. It was reported that the aircraft has a maximum capacity range of up to 11 hours flying time and burns up to 30% less fuel per seat.

• It was reported that Malaysia Aviation Group (MAG), the parent company of Malaysia Airlines Bhd, will take over the delivery of the Airbus A330neo aircraft from Feb 2025 until 2026. Malaysia’s Deputy Transport Minister Datuk Hasbi Habibollah stated that Airbus and Rolls-Royce were asked to implement stricter quality control measures for new aircraft deliveries.

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7. Boeing’s Top Channels: Lumi News Malayisa At the Forefront

Boeing was discussed predominantly in online news channels (89.3%). Lumi News Malaysia was the news source with most mentions (93 Mentions), and the media with the most engagement were the following:

• Boeing Co. Chief Executive Officer Kelly Ortberg’s invitation for employees to speak up and communicate deep-seated problems. According to reports, Mr. Ortberg stated that he wants to hear employee sentiments to formulate an action plan, even if their response would be “brutal” for leadership.

• News of manufacturing giant Senior stating that sales have picked up for its aerospace division due to higher prices, demand for flights, and improvement of production following Boeing’s strike in the US. Senior also added that Boeing has begun to “ramp up” production since restarting operations in December of 2024.

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8. Partnerships Lauded, Aircraft Quality Questioned

Boeing's positive mentions rose with Air New Zealand’s 787 Dreamliner retrofit, as netizens praised its industry presence. However, controversy followed Jeju Air’s 737-800 crash, with concerns over its manufacturing, landing gear, and vulnerability to bird strikes.

Airbus gained positive mentions for its energy-saving partnership with Singapore Power (SP) Group, while negative mentionsstemmed from an Air Busan A321 fire. Netizens questioned quality checks, the cause of fire, and the perceived increase in aviation accidents.

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9. Top Personalities for Airbus: Nikhil Sachdeva and Raphael Dinelli Leads the List

• Nikhil Sachdeva (15.7%): Stated that the aviation industry has yet to see a "Tesla movement" with Climate Impulse project (Airbus-backed).
• Raphael Dinelli (15.7%): Remarked that while a solar-powered plane was a technological feat back in 2015, the project wasn't scalable.
• Elon Musk (9.8%): Linked to Airbus’ 2,043 job cuts in Defence & Space division; over half from Space Systems, impacted by competition from Starlink .
• Marissa Villegas (9.8%): Issued a statement after the Hawaiian Airlines A330 returned to Seattle due to cockpit smoke; clarified that all 273 passengers and 10 crew members deplaned safely.
• Bertrand Piccard (9.8%): Leads Airbus-backed Climate Impulse project; planned a nonstop, 9-day global flight fuelled by green hydrogen.

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10. Top Personalities for Boeing: US President Donald Trump Ranks First

• Donald Trump (13.3): Top personality; Boeing donated to his inauguration fund.
• Kim E-bae (11.4%): Jeju Air CEO; mentioned after fatal Boeing 737-800 crash (two survivors).
• Vivian Lo (11.4%): Cathay GM; praised for their inflight entertainment and retrofitted Boeing 777-300ER.
• Kelly Ortberg (11.3%): Boeing CEO; aims to boost 737 MAX, 787, and 777 deliveries.
• Samantha Moore Facteau (11.3%): Delta spokesperson; Stated that a Delta plane was clipped by a Japan Airlines aircraft at Seattle airport.

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11. Top Organisations for Airbus

• Airbus (23.3%): Backed Climate Impulse project; Air Busan A321ceo fire at Gimhae Airport.
• Malaysia Airlines (12.4%): Pilots praised for skillful Airbus A350-900 landing at Heathrow.
• Air New Zealand (10.1%): A320 plane to Dunedin returned to gate due to security concerns.
• FAA (9.3%): Mentioned for investigating aviation incidents and accidents.
• Qatar Airways (8.5%): Agreed to take Airbus jet on last day of 2020 for year-end deliveries.

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12. Top Organisations for Boeing

• Boeing (23.2%): Mentioned due to 737-800 crash and South  Korea authorities’ inspection.
• Jeju Air (19.0%): Significant mentions following its 737-800 crash.
• FAA (11.0%): Investigating various aviation incidents and accidents.
• Delta Airlines (8.6%): Boeing 717 returned to Atlanta due to cabin haze.
• Qatar Airways (8.6%): Listed as a Boeing 777X customer by Cirium.